Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?
According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.” So what is the purpose of the descriptions on perfume products and why is the art of creating fancy product descriptions developing so significantly in this sector?
Can words express a scent?
When we talk and cannot find the right words to describe some phenomenon, we have two solutions to the problem. The first complement to our statement is body language and the second one is using completely different words to define the topic a little more broadly. The marketing content specialists have to act similarly while creating perfume descriptions.
So how are fragrances described? A good Content Marketing Manager can find hundreds of associations with a given ingredient, its scent or the value of the whole brand which offers a given perfume. Let’s take a look at the example of Alien Flora Futura by Mugler. The perfume has notes of citrus, Buddha wood, amber and sandalwood. What does the client learn from this description? Basically nothing. Most consumers associate a fragrance based on a maximum of two ingredients… And yet, by mastering the art of using words, one can present such a product in the loveliest way: “Alien by Mugler was launched at the beginning of 2018. The unique pink bottle, whose colour reminds you of the sky at dawn, hides a fragrance composed with a vision of light at the heart of a desert – strong and beautiful. Just like Alien Flora Futura, it makes everything possible: loving, dreaming, being yourself.”
The marketing role of a perfume description
Thanks to such a description, the customer immediately knows the product associations and the type of personality it suits. “Giorgio Armani Emporio Stronger With You Eau de Toilette for him is a version of an energetic fragrance for a modern man. The man who wears it seizes the day, is elegant and self-confident.” Additionally, such a description fulfils an important marketing role in the consumption process. A well phrased description is definitely more successful in encouraging the consumer to buy the product than a list of ingredients that does not say much about the fragrance’s character…
Perfumes that meet consumers’ aspirations
While designing perfumes, it is important to remember that a target group of customers with their qualities and the qualities which they would like to be associated with are two different things. So the descriptions should be constructed in a way that does not present their consumers exactly as they are but as they would like to and can be. The “boring accountant”, who is often used as an example, may feel the need to identify with qualities related to his dreams about being a traveller or with his “after hours” passion. “Abercrombie & Fitch First Instinct Blue Eau de Toilette is a bold and unique fragrance for men who follow their instinct and brave every adventure.” Paco Rabanne Olympea Aqua Legere, in turn, is “a manifestation of optimism and absolute happiness” which does not necessarily have to be associated with a specific personality type, rather it gives the consumer the opportunity to use the fragrance which can help make their image more positive.
Obviously the same rules apply to women’s fragrances. In consideration of the current needs of women who want to be both feminine in a traditional sense and independent as modern successful women, the brands create descriptions like the following one of Calvin Klein Women: “This fragrance is a celebration of femininity in all its aspects. It gives every woman strength and determination to fulfil her dreams and never forget about her real personality.”
Descriptions constructed in such a way have marketing power. It is hard not to believe that content marketing is becoming an increasingly desirable activity by manufacturers and sellers. The perfume sector offers many opportunities to demonstrate creativity and a knack for writing. Although the market focuses heavily on the visual design of the products, perfume descriptions seem to remain a niche that will continue to require interesting content for a long time.
Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.
The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups.
Bespoke production is beneficial for the customer
Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.
Shopping for the right perfume
Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.
Trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.
The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging.
It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?
Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.
Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?
The future of online cosmetic sales
The cosmetic market is one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution.
The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.
How to reach your target group - Cosmetics for teenagers
Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.
About creating glass packaging and our cooperation with Heinz-Glas Działdowo
After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.
Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?
When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?
The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.
Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents.
Many people cannot imagine their life without social media, and it has also become an important part of the marketing strategy employed by big companies. Being present on social media involves increasing the prominence of web pages, reaching different groups of recipients using particular distribution channels and improving the image of a company.
- Elias Bittan
- Topic Entry
- Created 12 Sep 2018
- Modified 18 Sep 2018
- Hits 526