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Consumers' Fragrance Experience Determines Cult Status Of Fragrance Brands, Takasago SVP Says

July 9, 2015: 12:00 AM EST
In developing a cult brand in the fragrance industry, fragrance experience drives consumer loyalty, according to Paul Ireland, SVP and general manager at flavors and fragrance supplier Takasago International. Ireland said a cult fragrance is created by developing a fragrance that “speaks directly” to the human subconscious. He described a cult fragrance as innovative in its olfactive character and creates a new sensory experience. In order to create a cult fragrance brand, perfumers must have the passion, confidence, and experience that would enable them to dare to be different and surprise the customer, Ireland said.
Simon Pitman, "How fragrance can play a crucial part in developing a cult beauty brand", CosmeticsDesign-Europe.com, July 09, 2015, © William Reed Business Media SAS
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