Perfume brief

Question 1

What is a perfume brief

Answer 1

A perfume brief is documentation created by a client, to communicate the fragrance concepts conceived for their product. All perfume houses are invited to work on it which forms the basis for the fragrance development to be conducted.

Question 2

What should a good perfume brief have?

Answer 2

A good brief is focused and concise and has a balance of clear communications of fragrance requirements and room for the perfumer’s artistic interpretations.
It should follow the 13 Ps rule as a guideline.

Question 3

What are the main challenges faced by the fragrance industry?

Answer 3

Effective communication and translation of the brief.

• as perfumers, clients and consumers speak of scents in different languages. It may lead to multitudes of interpretations.
• too little information brings about too broad a scope to explore the fragrance development team as well as present ambiguity to the actual need of the clients.
• overly detailed instructions limit the creativity of the perfumer
• for optimum results, a perfume brief ought to contain the 13 P’s element.

Question 4

What is the 13 Ps rule

Answer 4

Purpose- the objective of the intended design
Perfume- specify the fragrance requirements
Product- product formula
Production- production requirements, condition and methods
Packaging - materials used/ dispensing mechanism
Presumptions - ensures consistency to market requirements , speculations of wants and needs
Place- distribution channels ( national/ global due to diff regional preference )
Positioning- market segment/ target consumer group
publicity- marketing concept/ stratergy/ platform
Puglist- understand competitors compatibility
Price- within client’s budget
Profit- Business viability
Pending - Timeframe for project completion

Question 5

Post-brief process

Answer 5

1. Fragrance performance: feedback on the technical failures when tested, if any.
2. Fragrance ranking: disclosure of how the fragrance submitted by individual fragrance house ranks among the competitors.
3. confidentiality: interests of other fragrance houses oght to be protected without divulging any competitors information during the sharing.

All in all, this helps the fragrance house improve for the next project.