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Clear Design Inspiration

By: Jeff Falk
Posted: September 5, 2007, from the September 2007 issue of GCI Magazine.

page 3 of 7

Davide Nicosia: All of those elements must always be considered. In reality, the client comes to us with only part of the information. We usually get a briefing on the background of the brand and what demographic we are targeting. Concepts and fragrances are usually developed parallel to the bottle design. We often present names and advertising concepts that support our bottle design presentation. It allows our ideas to have a rationale and be relevant to the initiative. It allows us to avoid presenting ideas that are “pie in the sky.”

Eric Lee: When I design the fragrance bottle, I always pay attention to the fragrance. The bottle design should project the marketing concept and the scent of the fragrance.

How do designers keep up with changing consumer preferences?
Denis Boudard: I believe that it is not literally a question of consumer preferences, but merely about cultural and emotional preferences. Two very different people could be emotionally attracted to the same fragrance, yet come from completely different cultures, ethnicities or countries.

So, we all know there is not only one consumer category. We also know that we are not dealing with one marketing segment or simply one stereotypical potential target. More than any other product category, the fragrance segment is made from multiple layers of consumers organized by genders, socio-styles, ages, ethnicity and cultures. And to make it even more interesting, moods and times of year can have even more influence on purchasing trends. The winter holidays, spring and summer all illicit different emotions and desires; because of this, the same consumer will be attracted to different fragrances at different times of year, or even different times of day.

Moreover, your choice of fragrance is not something you show like a glamorous dress. It’s something that is invisible, it’s something that only people close to you will eventually identify, and it’s something that reveals a part of your intimacy. When it comes to fragrance, purchasing is definitely a very personal choice—whether it’s for yourself or someone else. There is actually a very small part of ostentation in the fragrance purchase. All decisions are driven by the emotional part of the consumers. ... It’s what I believe!
Also, each consumer has their own natural evolution. A consumer’s taste will never truly change on the basics; it will merely evolve over the course of time based on his or her own emotional journey. We can only detect the most general trends and try to eventually anticipate their evolutions. The intimate part of a decision will stay intimate forever.