Perfume Brands Research Articles

INOVASI GAMIFIKASI WEBSITE PERSY PERFUME SEBAGAI PENGALAMAN KONSUMEN DALAM PEMILIHAN PARFUM KEPRIBADIAN SECARA DIGITAL

This research will discuss how the gamification innovation of the Persy Perfume website in providing a consumer experience for digital personality perfume selection. The trend of using perfume products in Indonesia is increasing, marked by the emergence of many local perfume brands with globally competitive quality. However, product innovation is needed to increase consumer interest in using the product, one of the strategies that can be used is to provide a consumer experience in purchasing products. Persy Perfume is a local brand that uses the aroma of Indonesian spices as a unique selling product and elevates the local culture of wayang as a variant of each scent. Persy through its website provides a consumer experience through "Petualangan Persy Aroma" as a form of innovation in the form of personality test gamification to provide perfume scent recommendations that match the consumer's personality in digital purchases. This research is research with a qualitative descriptive method, to find out how gamification innovations in providing consumer experience to increase consumer interest in shopping for perfume digitally. The result found is that Persy Perfume has found a new innovation in providing a consumer experience through the " Petualangan Persy Aroma", this is an interesting innovation and a new way in the perfume industry to provide a digital consumer experience. By providing a new experience for consumers, this can invite interest from potential consumers to buy the product.

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

Perlindungan Hukum Indonesia Bagi Pemegang Hak Atas Pencantuman Merek Terkenal Pada Parfum Lokal

A form of preventive protection against the inclusion of well-known perfume brands on local perfumes is the existence of regulations in the form of provisions in Articles in Law Number 20 of 2016 concerning Brands and Geographical Indications. Apart from that, the regulations include registration and licensing which also includes forms of preventive protection. A form of repressive protection for the owner of a famous perfume is in the form of a claim for compensation or termination of all actions related to the use of the brand or based on criminal prosecution through law enforcement officials. Owners of well-known foreign perfume brands are required to register their brands in Indonesia using the International Registration method according toMadrid Protocol as previously explained. After that, we will enter into a licensing agreement with a local perfume owner who wants to list a famous perfume brand in Indonesia.

Research on the Marketing Strategy of Perfumes of Luxury Brands - Taking Dior and Guerlain as Examples

In recent years, the perfume industry has developed rapidly in the domestic market. For different brands, they will have their own unique marketing methods and strategies. This made this study curious because the perfume market in China is also gradually emerging, and many of Chinas own perfume brands are beginning to emerge. I think the analysis of successful marketing cases of old luxury brands can help our brand and provide some marketing ideas and experience. This study can also take this marketing strategy as the basis to compare Guerlain and Diors marketing methods to find the possibility of mutual improvement and progress so as to make perfume marketing go further. At the same time, because perfume is a very subjective product due to the differences in culture and customs, this study can also properly analyze the differences between hot perfumes at home and abroad and whether the consumer groups who buy perfume are the same, so as to find a more suitable marketing method for the domestic market.

Shariah Marketing Strategy of Micro, Small, and Medium Enterprises Products in Aceh: A Case of Minyeuk Pret

The province of Aceh as an area of Islamic law has a uniqueness where Islamic culture and values cannot be separated. Business activities such as marketing MSME products have great opportunities to be implemented in terms of Sharia values. Minyeuk Pret product is one of Aceh's local perfume brands which has developed quite a bit since 2015. This study aimed to examine the development strategy of Minyeuk Pret products in Aceh with a marketing approach of Sharia values. The research method used was a qualitative descriptive method at all stages of product creation from upstream to downstream. The results show that the product development efforts undertaken by Minyeuk Pret include improving product quality, selling at affordable prices, good service, processes that are tailored to the needs and tastes of the community, as well as providing environmental benefits with sharia marketing. Implementation of Islamic marketing of perfume products consistently will have a characteristic impact on Islamic values in the creation of local MSME perfume products. This study concluded that Minyeuk Pret products must create a positioning value with aspects of the term halal to build Muslim consumer loyalty to fragrance oil products.

Identifying Metaphors in TV Commercials with FILMIP: The Filmic Metaphor Identification Procedure

The analysis and identification of figurative language is one of the largest research areas in cognitive linguistics, and metaphor is one of these tropes. Focusing on the genre of TV advertising, a structural method for the identification of metaphorical components used in films in a cross-modal fashion is developed in the present paper. A corpus of eleven TV commercials is analyzed under seven steps that guide analysts from the content description of the multimodal materials to the concrete identification of metaphorical elements. This research presents the Filmic Metaphor Identification Procedure (FILMIP, Bort-Mir 2019) as a tool for the identification of metaphorically used filmic components in multimodal filmic materials. More concretely, the paper presents the application of the procedure to two TV commercials from different perfume brands. FILMIP offers a valuable contribution not only to metaphor scholars but also to researchers focused on other fields of study such as multimodality, discourse analysis, communication, branding, or even film theory.

Design of Device for Detecting Alcohol Content in Perfume Using the MQ-3 Sensor: Case Studies on Various Perfume Brands

Perfume oils have become a popular consumer product worldwide. The use of perfume oil is not only related to a personal need to smell good, but is also part of one's culture and identity. One of the main components in perfume oil is alcohol, which serves as a solvent to transport and evaporate fragrances. Alcohol is a common ingredient used in the manufacture of perfumes and can affect the quality and characteristics of the fragrance. Therefore, it is important to monitor the level of alcohol in perfume. In this research, we designed and developed a device for detecting alcohol content in perfume using the MQ-3 sensor. The main objective of this research is to obtain accurate data on alcohol content in various perfume brands on the market. This research consists of several stages. First, we selected and collected various perfume brands as samples. Then, we designed an electronic circuit consisting of an MQ-3 sensor, an Arduino microcontroller, and an LCD brightness module as a display interface. The results showed that the designed detector was able to measure the alcohol content in perfume with sufficient accuracy. In our case study, we found variations in alcohol content between different perfume brands. The result of the measurement is that the farther the measurement distance, the smaller the value of the sensor reading. Every vulnerable distance of 1cm has a difference of 45% - 50%.

Analysis of Preferred Perfume Brands Olfactory Fragrance Note and Composition Ingredients in Beauticians

The purpose of this study was analyzed the preferred perfume brands, fragrance note and ingredients composition in beauticians. The perception and usage behavior were surveyed in 324 beauticians and the preferred perfume brands 1~5 were selected, and then the olfactory fragrance note group and ingredients composition were compared and analyzed by sensory evaluation. Floral note group (48.3%) was the highest in the preferred fragrance note group, and the perfume brand was ranked ①Chanel, ② Christian Dior ③ Chloè ④ Berberry and ⑤ Kenzo. In order, the preferred brands in sensory evaluation are ranked ①Kenzo ② Chanel ③ Chloè ④ Christian Dior and ⑤ Berberry. And Kenzo, Chanel, Chloè are floral oriental note subgroup. Christian Dior is floral note group and fruity as fresh note subgroup. Berberry is fruity subgroup of fresh note group and oriental note group. Among the five perfume brands, there were a total of 27 single ingredients excluding fragrances (top, middle, and bottom), colorants and antioxidants. The common ingredients of the five brands were SD ethanol, distilled water, benzylsalicylate, citronellol, limonene, and linalool were six ingredients. Four brands had five ingredients and two brands had three ingredients. The individual ingredients of the five perfume brands were eight ingredients. 4 perfume brand used coloring agents (CI 14700, 17200 19140, 42090, 60730). BHT as the antioxidant was found in only Kenzo, Chloè, Christian Dior. In conclusion, the results of the perfumes perception, usage behavior, olfactory fragrance note group and subgroup of preferred perfumes in beauticians is highly useful as basic data for research and development of domestic perfumes. Keywords: Beauticians; Composition Ingredients; Olfactory Fragrance Note Group; Preferred Perfume Brand

Gender fluidity as luxury in perfume packaging

As the world changes, so do perceptions of luxury. Consequently, the luxury industry’s efforts to capture the consumer’s imagination also change. Traditionally, the visual language that is used to market perfumes builds on a heterosexual logic; by objectifying and subordinating the feminine subject and portraying ‘her’ as desirable to an internalized male gaze. However, if you want the best money can buy, why would you subject yourself to such subordination? To deal with this seeming paradox, the marketing of luxury perfumes has, in the last decade, increasingly portrayed gender identity as something fluid. A new discerning consumer has emerged; a customer who is not constrained to making conventional product choices that are based on price and quality. More and more diverse concepts of ‘consumer types’ and ‘identities’ have emerged, where notions of gender rigidity are challenged, by blending and blurring the categories of masculine, feminine, unisex and androgynous. According to many perfume brands, consumers are now free to choose and rise above (and even break free from) the stereotypes previously represented by the industry. This article presents the argument that that these shifting representations of gender should be interpreted as ways of enacting luxury, congruent with definitions of luxury as ‘emotional’ and ‘self-pleasure’, instead of indicative of a real change in the luxury industry’s view on gender identity. Gender fluidity is only presented as ‘luxury for women’, thereby indicating that freedom from structures is qualified as luxury for women. Therefore, the marketing representations employed in the perfume industry express a commodification of gender fluidity rather than the dissolution of gender categories.

A Semiotic Study on Print Advertisements of Luxury Perfume Brands for Women

Semiotics is an indispensable theory of decoding images in modern times. In this paper, I will focus on three important scholars in the semiotics study area who are Saussure, Peirce and Barthes, their theories are extremely important and useful for helping us analyse advertisements. In this case, I use their theories to analyse two luxury perfume advertisements which is Dior J'adore and Burberry London, and can understand the meanings and structures of the advertisements by the theory of semiotics. These semiotic theories explain symbols in print advertisements of these luxury brands from the perspective of Semiotic, to explore the reasons of success of print advertisements of luxury brands and connotation meanings behind extension meanings from these image symbols. It is necessary to master some features of symbols well during advertisements design, sophisticated symbol design during advertisements design can improve texture and level of advertisements as well as spread messages accurately, achieving the unity of beauty and practicality.

PERFUME, THE ART OF TOMORROW

For centuries, the smell was considered as an inferior sense, underestimated by scholars who considered it linked to animals and sexuality, thus, unsuitable to knowledge. The disinterest of our civilisation for olfaction is reflected by the poverty of the language to describe scents, that comes from our lack of education and culture in this field. In addition, the French law states: “the fragrance of a perfume, which proceeds from the simple implementation of a know-how, does not constitute the creation of a form of expression that can benefit from the protection of copyright”. Yet, thanks to its unique climate to grow flowers in Grasse and the implementation of Fashion Houses in Paris, France is the cradle of Fragrance. How then, can we explain that the first perfume museum in Paris opened only a year ago? For Guillaume de Maussion, the initiator of this tremendous project, it seemed unbelievable that such a place didn’t exist in the French capital city, where Perfume industry is an essential part of the heritage. The Fashion Houses, as Dior, Chanel, Saint-Laurent or Givenchy benefit from this lack of knowledge and spend colossal amounts in Marketing in order to attract consumers. People thus focus on advertisement rather than on the scent and most of the time buy a perfume because of the brainwashing. Fragrances are in this case made with the intention to sell as much as possible. This mass-market industry offers very similar product, at an accessible price and easily available. Consequently, designer brands skimp on the quality using synthetic material and lower concentration. From this aspect, the perfumer is more a technician that aims to seduce the biggest part of the population in order to generate a maximum of profits for the brands. Hence, could perfume be considered as an Art? Is there a future for Fragrance sector, despite the lack of education? Most perfumer compare themselves to compositors, painters, and artists while creating a perfume. Edmond Roudnitska, widely considered as one of the greatest perfumers of 20st century and creator of masterpieces such as Diorissimo or Eau Sauvage, defined himself as a « perfumer-compositor ». Nevertheless, with the multiplication of alternatives perfumes brands, the Perfume sector reveals itself and spreads its artistry. Indeed, these niches companies perceive the perfumer as an artist, and the fragrance as a creation. They focus on the scent, using the best quality ingredients, know-how and craftsmanship. Niche devotees often argue that boutique perfumes offer the consumer the opportunity to reward oneself with a scent that is both uncommon and individual. These brands are focused on customer experience and relationship, take time to initiate and educate the customer on scents. According to Euromonitor; “The next five years will likely see the proliferation of small, artisan perfume brands hoping to capture millennials’ hearts, minds and noses.” In addition, a new trend is emerging from perfume experience: olfactory Marketing. Offices, fashion stores, opticians, even bakeries and using this new sensorial dimension. Brands are trying to reinforce their DNA by creating a distinctive scent to make them unique and unforgettable. The scent is completing a visual and auditory experience by bringing soul. Few studies showed that a pleasant fragrance, triggers a positive mood and a customer will stay 30% to 40% longer in a store well perfumed. These facts increase chances to make a purchase and especially to increase loyalty from the customer who will keep a good memory of its experience. Even though scents were created more than thousands of years ago and evolved over the centuries, Fragrance is still unknown and not recognized as a craft. With the rise of artist-perfumers, a willingness of education on scents, the ease of access to information and a real desire of uniqueness and distinction, there is no doubt that Perfume industry is the Art of tomorrow.

Discovering the Interpersonal Relationship Between Luxury Perfume Brands and Consumers

Luxury perfume brands are an integral part of the luxury brands sector globally and nationally. One of the main reasons for the same is that luxury perfume brands have had an extended usage across cultures and traditions. Additionally, luxury perfume brands are a high involvement category. Thus, this category needs to be developed and promoted with a specific means. This means is the development of a strong and reflexive relation between the luxury perfume brands and the consumers. Further, it should be premised on both value based and utility based satisfaction. Despite this, there is a dearth of studies that have consolidated the means of developing strong interpersonal relations between this category and consumers. Therefore, this paper aims at discovering a framework for consolidating and developing a strong interpersonal relation between the luxury perfume brand and the consumers. To this effect, we have used qualitative research in the form of semi structured personal interviews supplemented by Zaltman Metaphor Elicitation Technique. The findings from these explorations were developed into a robust framework using the precepts of Brand Personality, CAC (Cogntive- Affective- Conative) model and the Triangulat theory of love.

Editorial

Transnational Marketing Journal is a unique outlet with its theoretical focus and scope where we promote research and scholarship into the cross border practices and behaviours. The three articles we include in this issue are exploring different countries and mobility impact is a cross-cutting theme. Varsha Jain, Chakshu Bhandari, and Ganesh B.E. in their article titled “Discovering the Interpersonal Relationship between Luxury Perfume Brands and Consumers” look into luxury perfume brands sector globally and nationally. The second article titled “Portuguese Sardines - from the ritual to the brand” by Cecília Avelino Barbosa focuses on place branding and network of associations in the consumer’s mind. Bülent Akkaya and Akif Tabak examined the impact of dynamic capabilities on firm perceived marketing performance of small and medium sized enterprises in Turkey.

TÜKETİCİLERİN İLGİLENİM, MEMNUNİYET ve SADAKAT DÜZEYLERİ CİNSİYETE GÖRE DEĞİŞMEKTE MİDİR?

The main aim of this study is to reveal whether consumers’ product involvement, satisfaction and loyalty levels differentiate in terms of smart phones and perfume. In order to achieve this goal, a research was implemented by using survey method on 665 Balıkesir University Burhaniye School of Applied Science students who are determined with convenience sampling method. The reason of using this sample is the anticipation of that university students’ consciousness and involvement levels about smart phones and perfumes might be higher than other populations. The research results demonstrate that there are differences according to gender in symbolic value, risk probability, and hedonic value dimensions of involvement terms of smart phones. In terms of perfume products involvement, the results also indicate that there are differences according to gender in interest and hedonic value dimensions of involvement. In addition, it is identified that satisfaction and loyalty towards perfume brands is higher for women than men. However, it is found that satisfaction and loyalty levels towards smart phones do not show any difference according to gender.

TÜKETİCİLERİN İLGİLENİM, MEMNUNİYET ve SADAKAT DÜZEYLERİ CİNSİYETE GÖRE DEĞİŞMEKTE MİDİR?

Bu araştırmanın temel amacı, tüketicilerin ürün ilgilenimi, memnuniyet ve sadakat düzeylerinin cinsiyete göre değişip değişmediğini akıllı telefon ve parfüm ürünü özelinde ortaya koymaktır. Bu amaca ulaşmak için, Balıkesir Üniversitesi Burhaniye Uygulamalı Bilimler Yüksekokulu öğrencileri arasından kolayda örnekleme yöntemi ile araştırmaya dâhil edilen 665 öğrenci üzerinde yüz yüze anket yöntemiyle bir uygulama gerçekleştirilmiştir. Araştırmada bu kitlenin kullanılmasının nedeni, üniversite öğrencilerinin akıllı telefon ve parfüm ürününe yönelik bilinç ve ilgilenim düzeyinin diğer kitlelerden daha yüksek olacağı beklentisidir. Araştırma sonuçları, cevaplayıcıların akıllı telefon ilgileniminin sembolik değer, hata olasılığı ve hedonik değer boyutlarında cinsiyete göre farklılaştığını ortaya koymaktadır. Parfüm ürünü ilgileniminin ise ilgi ve hedonik değer boyutlarında cinsiyete göre farklılaştığı tespit edilmiştir. Diğer taraftan, kullanılan parfüm markasına yönelik memnuniyet ve sadakatin kadınlarda daha yüksek düzeyde olduğu tespit edilirken, akıllı telefon markasına yönelik memnuniyet ve sadakat düzeyinin cinsiyete göre değişmediği bulunmuştur.

Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study

Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates that consumers who spontaneously narrate personal stories when testing products in the store are more likely to prefer products in the store and after usage at home. In addition, the present research shows that this effect is stronger for perfume brands that convey a strong heritage. This paper demonstrates that marketers should analyze consumers' narratives at points of purchase to anticipate their long-term behaviors towards luxury products.

Gendered adverts: an analysis of female and male images in contemporary perfume ads

Nowadays, in an increasingly more evident manner, perfumes assume the role of tokens of individuality and sexual orientation of those who wear them. Magazine ads that divulge the different perfume brands foreground that characteristic, by using partially stereotypical forms of representation when it comes to their protagonists: men, women (alone, in couples or in groups). After a brief theoretical contextualization on the verbal and visual signification modes in magazine ads, the present article undertakes the analysis of a corpus constituted by perfume magazine ads of different brands, gathered during 2010 and 2011, in order to detect recurrent themes, forms of representation and motifs as to the use of female and male images that can be found in this specific type of advertising.

Exploring the Celtic narrative in advertising: goddess culture and the lexicon of perfumery

This article draws on mythology, specifically archetypal images of womanhood and goddesses in Celtic mythology, to demonstrate how marketers refer to myths to endow their brands with powerful and compelling elements. It traces how cultural myths of womanhood have functioned in history, and how they are continually being re-created and re-presented in the marketplace in order to fire the imaginations of consumers. Such marketing strategies enable consumers to invoke and partake of the powerful associations encapsulated in perfume brands, associations that contribute to this product category's enduring appeal and allure in the marketplace.

Electrospray ionization mass spectrometry fingerprinting of perfumes: rapid classification and counterfeit detection

A fast procedure to classify perfumes and identify counterfeit samples is described. Dilution of a few microL of the sample in a 1:1 methanol/water solution is followed by detection of its major polar components via direct infusion electrospray ionization mass spectrometry (ESI-MS) in the positive ion mode. As proof-of-principle cases, three famous brands of perfumes were used. The ESI+-MS fingerprints of authentic samples were very characteristic, showing distinctive sets of polar markers for each sample. Principal component analysis (PCA) placed samples of the three perfume brands in well-defined groups. Counterfeit samples were also clearly detected owing to contrasting ESI-MS fingerprints, with PCA placing these samples far away from the authentic samples.