The Business Scents Brief

The brief from Business Scents Ltd requests submissions for a feminine luxury line that includes a fine fragrance, antiperspirant, shampoo/shower gel and soap. The perfumer has asked for guidelines for the appropriate odour area as soon as possible so that the creative work can begin. 

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In answering a customer brief such as that from Business Scents Ltd, a perfumer welcomes as much guidance as possible in how to win that brief successfully. The four disciplines mentioned above (sensory analysis, market research, statistics and psychology) together form a powerful analytical and predictive tool, different aspects of which can be used for guidance in perfume creation depending on the requirements of the brief. In the sections that follow in this chapter, a brief outline of the techniques currently used within each of these areas of expertise is given, as are examples of how they could be used to fulfil the Business Scents brief. 

Chapter 5 illustrates how a fragrance house is structured around its lifeblood the receipt, response to and winning of client briefs on a regular basis. Before developing a response to the Business Scents Eve brief, it is worthwhile outlining what the main considerations of the brief are, as this reflects on the chemistry of the final fragrance choice and submission. 

A search is made for ingredients that have the desired odour characteristics. For the Business Scents Ltd brief, market research indicates that exotic, tropical, fruity and watery floral muguet notes... 

To illustrate how an Applications Department works, the approach to the Business Scents Ltd brief given in Chapter 6 is discussed. 

It is along the lines developed in Figure 6.1 and Table 6.1 that following early discussions with Business Scents Ltd, the brief outlined below was received. 

Business Scents Ltd has briefed Quest to repeat their success of the 1990s, in which a popular fine fragrance launch was followed by a successful launch of a series of trickle-down products, namely a soap, a shampoo, a shower gel and an antiperspirant. The brief is known as Project Eve . 

While the brief from Business Scents Ltd for Eve allowed a deal of creative flexibility, there are certain key points which help focus our thoughts for a marketing platform. These are ... 

The brief issued by Business Scents Ltd for Eve gave plenty of scope for creative interpretation and input from Quest specialists to decipher it. Apart from presenting the fragrance itself, it is usual to present ideas for a marketing concept that the fragrance could take in the market. 

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