Luxury Management - 5 Beauty - Part 1 Perfume

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Charlotte L

All data from public. Just for acedmic propose

Marketing Santé & Médecine Business

What is beauty ?

Charlotte Lee

2013 Msc Marketing

1

The Definition of Beauty

2

The 5 Beauty Sub-Sectors

1 - THE DEFINITION OF BEAUTY
WHAT IS BEAUTY?

Are there objective standards of beauty?
Or is beauty in the eye of the beholder?
Must art be beautiful to be great art?
What is the role of the experience of beauty in a
good life?

1 - THE DEFINITION OF BEAUTY
Five Main Beauty Segmentation

Toiletries

Fragrances

Makeup

Hair
Products

Skincare

PERFUME TYPE

Perfume
Component

Fragrance Type

Color

Title in
Water
here

Title in
Fragrance
here

1. Eau Fraiche
< 8% Fragrance

2. Eau de Toilette
6 ~ 12% Fragrance

3. Eau de Perfume
Anti -

UV

Oxydant

Filter

Alcohol
Title in here

12 ~ 20% Fragrance

4. Perfume
15 ~ 40% Fragrance

SMELL OF PERFUME
Olfactive Pyramide

Les notes
de tete

• Hesperides: Lemon, Orange
• Green: Herbs, Leaves
• Spicy: Black pepper

Les notes de coeur

• Flower: Jasmin, Rose, etc…
• Fruit: Exotic Fruit , Apricot

Les notes de fond

• Wood: Santal wood

2 – FIVE BEAUTY : PERFUME
FAMILY OF OLFACTIVE PERFUME
Angel
Thierry Mugler

J’adore
Dior
Chanel
N°5

Eau Sauvage
Dior

CK one

Miss Dior
Tresor
Lancôme
One million
Paco rabanne

Cool water
davidoff
Coco
mademoiselle

Terre ’Hermes

Aqua di
Gio Armani

Le male
Jean paul Gaultier

Nil

2 – FIVE BEAUTY : PERFUME
SENSORY MARKETING AND PERFUME

Smell

Sight

Sound

Touch

2 – FIVE BEAUTY : PERFUME
PERFUME EUROPE MARKET - WOMEN

Your text here

Source: NPD

2 – FIVE BEAUTY : PERFUME
TOP SELL PERFUME (WOMEN)
Chanel N°5

Coco Mademoiselle

1921
• Neroli, Lemon,
• Aldehyde
(synthetic molecular)

• Ylang Ylang
• Jasmin
• Rose, Iris

• Vetiver, Musc
• Santal Wood
• Cedar Wood
• Vanilla

Les notes
de tete

Les notes de coeur

Les notes de fond

• Sicilian Orange,
• Calabrian Bergamot,
• Sicilan Grapefruit

• Litchi
• Jasmin
• Rose

• Vetiver, Musc
• Patchouli
• Vanilla

2001

2 – FIVE BEAUTY : PERFUME
TOP SELL PERFUME
Chanel N°5
1921

Coco Mademoiselle
2001

2 – FIVE BEAUTY : PERFUME
PERFUME EUROPE MARKET - MEN

Your text here

Source: NPD

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Luxury Management - 5 Beauty - Part 1 Perfume

1. What is beauty ? Charlotte Lee 2013 Msc Marketing

2. 1 The Definition of Beauty 2 The 5 Beauty Sub-Sectors

3. 1 - THE DEFINITION OF BEAUTY WHAT IS BEAUTY? Are there objective standards of beauty? Or is beauty in the eye of the beholder? Must art be beautiful to be great art? What is the role of the experience of beauty in a good life?

4. 1 - THE DEFINITION OF BEAUTY Five Main Beauty Segmentation Toiletries Fragrances Makeup Hair Products Skincare

5. 2 The 5 Beauty Sub-Sectors PERFUME

6. PERFUME TYPE Perfume Component Fragrance Type Color Title in Water here Title in Fragrance here 1. Eau Fraiche < 8% Fragrance 2. Eau de Toilette 6 ~ 12% Fragrance 3. Eau de Perfume Anti - UV Oxydant Filter Alcohol Title in here 12 ~ 20% Fragrance 4. Perfume 15 ~ 40% Fragrance

7. SMELL OF PERFUME Olfactive Pyramide Les notes de tete • Hesperides: Lemon, Orange • Green: Herbs, Leaves • Spicy: Black pepper Les notes de coeur • Flower: Jasmin, Rose, etc… • Fruit: Exotic Fruit , Apricot Les notes de fond • Wood: Santal wood

8. 2 – FIVE BEAUTY : PERFUME FAMILY OF OLFACTIVE PERFUME Angel Thierry Mugler J’adore Dior Chanel N°5 Eau Sauvage Dior CK one Miss Dior Tresor Lancôme One million Paco rabanne Cool water davidoff Coco mademoiselle Terre ’Hermes Aqua di Gio Armani Le male Jean paul Gaultier Nil

9. 2 – FIVE BEAUTY : PERFUME SENSORY MARKETING AND PERFUME Smell Sight Sound Touch

10. 2 – FIVE BEAUTY : PERFUME PERFUME EUROPE MARKET - WOMEN Your text here Source: NPD

11. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME (WOMEN) Chanel N°5 Coco Mademoiselle 1921 • Neroli, Lemon, • Aldehyde (synthetic molecular) • Ylang Ylang • Jasmin • Rose, Iris • Vetiver, Musc • Santal Wood • Cedar Wood • Vanilla Les notes de tete Les notes de coeur Les notes de fond • Sicilian Orange, • Calabrian Bergamot, • Sicilan Grapefruit • Litchi • Jasmin • Rose • Vetiver, Musc • Patchouli • Vanilla 2001

12. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME Chanel N°5 1921 Coco Mademoiselle 2001

13. 2 – FIVE BEAUTY : PERFUME PERFUME EUROPE MARKET - MEN Your text here Source: NPD

14. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME (MEN) REASONS FOR SUCCESS 1. Instinctual Selling Propositon (ISP) 2. Master brand Strategy – women + men fragrance 3. Creative Animation 4. Strong POS Merchandising 180 160 140 120 100 Lady Million 80 One Million 60 40 20 0 2008 2009 2010 2011