Victory in Diversity: The Art of Selling womens Perfume
by Jade Honeywell
Creating womens perfume is a fine art. It's a long and skillful process to bring a new brand to market and turnover to new and trendier scents is so fast that few womens perfumes survive for very long. Perfume consumers tend to be fickle such that, before a brand gets to embed itself into the consumer's behavior, another brand comes up to challenge it. To have a long-standing heritage for producing quality womens perfume is quite a feat.
There is no clear-cut answer as to what womens perfume type is more likely to sell. The brands are as diverse as the market it caters to. Anything goes as far as concocting womens perfume is concerned.
Manufacturers work from the premise that the brand of perfume a woman chooses tells a lot about the woman who is wearing it. Advertising tells us that some scents are subtle but seductive, some are loud and innocent and some are playful and downright flirtatious. They say that the more playful and eclectic womens perfumes and brands are more for the younger strata of female society. But how much of this is true and how much is hype is another issue.
The top selling less expensive womens perfumes are often aimed at younger women and those who are just out of their teenage or adolescent years. The older a woman gets, the more she is likely to be able to afford more expensive brands and the greater the chance that she has settled on her favorites for both day and evening wear.
Most women like to exercise their own individuality and although it is sometimes difficult to cater to this need in an industry which pays so much emphasis on collective categorizations of target markets, the important thing about marketing womens perfume is that the advertising makes every women feel she will be special and unique whilst wearing that particular scent.
In Maslow's hierarchy of needs, the first ones that need to be met are the categories of physical survival such as food, clothing and shelter. Perfumes and other toiletries do not exactly fit into this bracket as a necessity of life, but when manufacturers are able to capitalize on the strengths of their products, they find that more and more women will continue to make time and prioritize buying perfume almost as though it were one of the more basic needs.
Victory in Diversity: The Art of Selling womens Perfume
