Launching next week* in Boots stores in the UK is The Demeter Fragrance Library (http://www.basenotes.net/company/100250), but under a new name of The Fragrance Library. The brand was founded in 1993 by Christopher Brosius and Christopher Gable. The pair created true-to-life scents, which evoked the scent of its title (for example, Dirt smelt like dirt, and Gin and Tonic smelt like a gin and tonic). The company was acquired by Freedom Marketing Group in 2002. 30817
The range is being brought to the UK by distributor House of Blend Ltd, who are overseeing all aspects of the brand's UK operations; from sales, finance and retail account management, to marketing, PR and product development.
Over 100 fragrances will be launched including Baby Powder, Gin & Tonic and Fireplace.
When a celebrity launches a fragrance, it is Coty to whom they turn. And when Coty sought to reinvigorate its fragrance division last year, it was to Steve Mormoris that it turned. With net revenue of $4.6 billion and famous names like Beyoncé and Lady Gaga on board, Coty needs no help in the reputation department.
Smell can add ambience to your retail experience, but can the right scent really get you to stay longer and purchase more? Consumer researchers say the answer is a pretty overwhelming affirmative. Researchers have found that smell effects consumer thoughts and spending behavior, product judgements (pdf), judgements on store environments and intentions on visiting stores. More recently, a study published in...
Patrons can select perfumes from Armani, Yves Saint Laurent, L’Artisan Parfumeur, Annick Goutal and more, and have a cocktail to match the scent created by bar manager and perfume expert Arnd Heissen. The presentations of the finished cocktail are equally distinctive, like glasses that arrive in a small metal bucket (by Jo Malone London; below, left), a bowl (Trussardi; below, center), or even a miniature wicker tricycle.
Azur Fragrances's insight:
Why not? Have smelt some great fragrances which have a mojito twist. Body washes have already been launched with cocktail themes. Definitely sounds fun!
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