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1 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
A marketing strategy for 
amateurs 
Niche perfumes 
Julie NORCIA GARNIER 
October 2014 
Julie.norcia@gmail.com 
1
2 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
Interviewed brands – 30 interviews
Love 
Practice 
AMATEUR 
3 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
3 pilars to define the amateurs 
Know Share
Clubs 
Schools 
workshops 
Co-creation 
Love 
Practice 
AMATEUR 
4 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
Places to get to the amateurs 
Know Share 
Forums 
Discussions 
Boutiques 
Blogs 
Press 
Catalogues 
Exhibitions 
References
How mature are luxury sectors with the amateurs? 
5 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
MATURE 
MATURING 
IMMATURE 
WINE 
SPIRITS 
WATCH 
MAKING 
HIGH 
JEWELRY 
HAUTE 
COUTURE 
HOME 
DESIGN 
FASHION 
JEWELRY 
MENSWEAR 
CHILDRENSWEAR 
WOMENSWEAR 
NICHE 
PERFUMES 
BRANDED 
PERFUMES
6 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
In details… Niche perfumes 
Maturity with regards to the amateurs 
Love 
• Many classes and 
conferences: Osmothèque 
in Versailles, 
“Parfumeurs Amateurs” 
• Many brand 
presentations on 
history and work 
(Fragonard, Annick 
Goutal, etc.) 
• Made-to-order offer at 
niche perfume makers 
• Key role of the 
perfumer or “nez” at 
brands, perfumes 
edition at Frederic 
Malle 
Know 
• Enthusiastic bloggers 
• Women’s press helped 
emerge niche perfumes 
because it was so bored 
because of the sector’s 
monotony 
• No catalogues 
• Exhibitions in Paris and 
Grasse in particular 
• Rather vague references: 
little knowledge of raw 
materials, debate between 
natural and artificial 
ingredients 
• Confusion between niche 
perfumes and branded 
perfumes in some brands 
like Gerlain 
• Explanation in the 
corporate federation 
(Fragrance Foundation) 
Share 
• Critic forums like 
AuParfum 
• Boutiques: training 
from sales force to the 
perfume knowledge, 
innovating instruments 
to smell the perfumes, 
coming from a 
professional background 
(Frederic Malle’s 
cabins), conventional 
distribution enhancing 
niche perfumes (La 
Belle Parfumerie at 
Printemps department 
store) 
Source: interviews, research Julie Norcia
7 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
Opportunity for the brands 
Strengths 
• In-house workshops, respected 
artisans 
• Appropriate clientele access, with 
financial capabilities to buy 
bespoke /made to order, available for 
workshop attendance 
Weaknesses 
• Instinctive suspicion from brands 
towards internet or any new 
consumption style 
• Brands are slow to adapt to customers 
at their rapid changing pace 
Opportunities 
• Satisfy the demand from luxury 
clients that are looking for new 
products, new experience 
• Development of the experience luxury 
Threats 
• The amateurs are subversive in 
essence, they tend to reverse the 
established order and any new order 
that the brands would try to set up 
• The brands can influence the 
judgement systems but they have to 
subtly do it 
Source: analysis Julie Norcia
Propose bespoke / made to order, value products composition, 
link between products (collections, re-issue); 
Singularize the price with promoting creativity 
Control distribution, transform point of sales into 
experience place, allow practice, and also segregate point of 
sales depending on client kind 
Transform sales force into amateurs, inform on point of sales 
and online on products and use, use CRM to identity amateurs 
and nurture them; 
Develop practice with a school or workshops, use social 
networks to make people dream, meet with amateurs in 
exhibitions or fairs with a specific approach on products and 
know how 
Use advertising to dream with unattainable aesthetics yet 
explained products 
8 
A marketing strategy for amateurs 
Julie Norcia-Garnier 
Julie.norcia@gmail.com 
Copyright © 2014 
Marketing of the amateurs 
Product 
Price 
Place 
Sales 
Communication 
Advertising 
1 
2 
3 
4 
5 
6 
Source: interviews, research Julie Norcia

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A marketing for amateurs - niche perfumes

  • 1. 1 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 A marketing strategy for amateurs Niche perfumes Julie NORCIA GARNIER October 2014 Julie.norcia@gmail.com 1
  • 2. 2 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Interviewed brands – 30 interviews
  • 3. Love Practice AMATEUR 3 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 3 pilars to define the amateurs Know Share
  • 4. Clubs Schools workshops Co-creation Love Practice AMATEUR 4 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Places to get to the amateurs Know Share Forums Discussions Boutiques Blogs Press Catalogues Exhibitions References
  • 5. How mature are luxury sectors with the amateurs? 5 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 MATURE MATURING IMMATURE WINE SPIRITS WATCH MAKING HIGH JEWELRY HAUTE COUTURE HOME DESIGN FASHION JEWELRY MENSWEAR CHILDRENSWEAR WOMENSWEAR NICHE PERFUMES BRANDED PERFUMES
  • 6. 6 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 In details… Niche perfumes Maturity with regards to the amateurs Love • Many classes and conferences: Osmothèque in Versailles, “Parfumeurs Amateurs” • Many brand presentations on history and work (Fragonard, Annick Goutal, etc.) • Made-to-order offer at niche perfume makers • Key role of the perfumer or “nez” at brands, perfumes edition at Frederic Malle Know • Enthusiastic bloggers • Women’s press helped emerge niche perfumes because it was so bored because of the sector’s monotony • No catalogues • Exhibitions in Paris and Grasse in particular • Rather vague references: little knowledge of raw materials, debate between natural and artificial ingredients • Confusion between niche perfumes and branded perfumes in some brands like Gerlain • Explanation in the corporate federation (Fragrance Foundation) Share • Critic forums like AuParfum • Boutiques: training from sales force to the perfume knowledge, innovating instruments to smell the perfumes, coming from a professional background (Frederic Malle’s cabins), conventional distribution enhancing niche perfumes (La Belle Parfumerie at Printemps department store) Source: interviews, research Julie Norcia
  • 7. 7 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Opportunity for the brands Strengths • In-house workshops, respected artisans • Appropriate clientele access, with financial capabilities to buy bespoke /made to order, available for workshop attendance Weaknesses • Instinctive suspicion from brands towards internet or any new consumption style • Brands are slow to adapt to customers at their rapid changing pace Opportunities • Satisfy the demand from luxury clients that are looking for new products, new experience • Development of the experience luxury Threats • The amateurs are subversive in essence, they tend to reverse the established order and any new order that the brands would try to set up • The brands can influence the judgement systems but they have to subtly do it Source: analysis Julie Norcia
  • 8. Propose bespoke / made to order, value products composition, link between products (collections, re-issue); Singularize the price with promoting creativity Control distribution, transform point of sales into experience place, allow practice, and also segregate point of sales depending on client kind Transform sales force into amateurs, inform on point of sales and online on products and use, use CRM to identity amateurs and nurture them; Develop practice with a school or workshops, use social networks to make people dream, meet with amateurs in exhibitions or fairs with a specific approach on products and know how Use advertising to dream with unattainable aesthetics yet explained products 8 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Marketing of the amateurs Product Price Place Sales Communication Advertising 1 2 3 4 5 6 Source: interviews, research Julie Norcia