Scent classification to gauge market performance
licensing agreement with international fragrance company Michael
Edwards to begin classifying prestige fragrances according to
Edwards' copyright-protected fragrance system.
US market information company The NPD Group has entered into a licensing agreement with international fragrance company Michael Edwards to begin classifying prestige fragrances according to Edwards' copyright-protected fragrance system.
Edwards' system classifies each fragrance brand according to a palette of 12 fragrance families: citrus, green, water, floral, soft floral, floral oriental, soft oriental, oriental, woody oriental, mossy woods, dry woods and aromatic.
According to a statement from the two companies this week, NPD's classification will allow prestige fragrance manufacturers, distributors, suppliers and retailers to 'more compatibly determine consumer preference and the general olfactive trends.'
"NPD is looking forward to working with Michael Edwards, a man who has considerable knowledge and skill in relation to the analysis and evaluation of fragrances," said Timra Carlson, president, NPD Beauty, a division of The NPD Group.
The 12 fragrance families serve as descriptors in identifying consumers' likes and dislikes and give further insight into the types of scents that are selling in the US prestige fragrance market, continues the statement.
NPD clients will be able to identify which fragrance families are gaining or losing market share, assess performance based on the 12 scent types and track competitive performance through product type.
"Since emotions play such a large part in the sense of smell, people assume there is no logic in their choice of fragrances. Yet it is likely that at least two of their favourite fragrances belong to the same family," said Michael Edwards. Adding that the classification by fragrance families will help fragrance manufacturers develop more targeted marketing strategies.
