THE DIFFERENT TYPES OF FRAGRANCE CONSUMERS
In my current study about the fragrance market I have learnt that different types of consumers have different perspectives, wants and values when it comes to fragrance products, depending on the genre of the fragrance product. The three main genres I distinguished within the market are: designer fragrances, celebrity fragrances and niche fragrances. Although all are a scented liquid in a designed bottle, sold off a shelf in a shop, the production processes behind each one are very different. I found this rather interesting, and decided to produce a range of visual consumer profiles which represents why the consumer it attracted to that specific product type.
The Designer Fragrance Wearer
The designer fragrance fan tends to purchase because of the brand name, as they want something that is instantly viewed as luxurious and expensive. The smells may be recognised due to their popularity and their association with the designer brand, which is what the consumer may desire.
The Celebrity Fragrance Wearer
The celebrity fragrance consumer tends to purchase the product because of the celebrity face representing the product. Fans of the associated celebrity will often purchase the fragrance whether they really like the scent, or not so much as others. These fragrances may be items of collected celebrity products and the consumer will feel a connection or relationship with the celebrity when they buy their product and feel associated with the celebrity they like when they're wearing the scent, even though the celebrity rarely participates in creating the scent itself. Advertising massively comes into play with this category of fragrance.
The Niche Fragrance Wearer
The niche fragrance consumer is someone who is looking for something that is simply unique; they don't want to smell like others, and desire a scent that is recognisable in the sense that you will rarely find another person wearing the same one. They tend to purchase these niche fragrances which are manufactured on a smaller scale from independent stores/boutiques, where the fragrance brand or collection is sold in smaller quantities. They aim to find a scent that is individual and quirky, and may not have a recognisable name.
Of course most of the time each individual consumer doesn't just belong to one of these categories, they may just belong to one, or all three, but the consumers wants and views will differ depending on which one of these genres they're buying from.
The Designer Fragrance Wearer
The designer fragrance fan tends to purchase because of the brand name, as they want something that is instantly viewed as luxurious and expensive. The smells may be recognised due to their popularity and their association with the designer brand, which is what the consumer may desire.
The Celebrity Fragrance Wearer
The celebrity fragrance consumer tends to purchase the product because of the celebrity face representing the product. Fans of the associated celebrity will often purchase the fragrance whether they really like the scent, or not so much as others. These fragrances may be items of collected celebrity products and the consumer will feel a connection or relationship with the celebrity when they buy their product and feel associated with the celebrity they like when they're wearing the scent, even though the celebrity rarely participates in creating the scent itself. Advertising massively comes into play with this category of fragrance.
The Niche Fragrance Wearer
The niche fragrance consumer is someone who is looking for something that is simply unique; they don't want to smell like others, and desire a scent that is recognisable in the sense that you will rarely find another person wearing the same one. They tend to purchase these niche fragrances which are manufactured on a smaller scale from independent stores/boutiques, where the fragrance brand or collection is sold in smaller quantities. They aim to find a scent that is individual and quirky, and may not have a recognisable name.
Of course most of the time each individual consumer doesn't just belong to one of these categories, they may just belong to one, or all three, but the consumers wants and views will differ depending on which one of these genres they're buying from.
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