Insider Knowledge Perfumery

In this chapter, we will first look at the psychology behind fragrance families or fragrance directions. In this context, different fragrance classifications for the positioning of perfumes or for “fragrance mapping” with four, eight, and sixteen fragrance directions are presented. To give examples of how to map fragrances in perfume marketing, the fragrance classifications are visualized with brand and product examples. Furthermore, occupational groups are presented which work on the development and launch of a perfume on the industry side. Someone who is not an insider of the industry may think that only one perfumer is responsible for a fragrance success. This is certainly true in some cases. But most of the time, perfumers work in a team, and for example, the evaluation or marketing often provides valuable suggestions on how to create a new fragrance. In this context, we discuss the strategy of a specific type of perfume—the flanker. This type of perfume is gaining market importance, and hardly any perfume brand believes it can do without it. At the end of the chapter, we will look at the role of women who have made the perfume what it is today. So ten female noses have created 700 global perfume hits in the last years.

Authors and Affiliations

1. Miami Beach, FL, USA

   Joachim Mensing

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Correspondence to Joachim Mensing .

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