Here's One Way To Sell Perfume
Marketing strategies aren't always nice
We put perfume in the "health and beauty" category, products that make you feel nice, look nice, and smell nice. But, like all other products in this category, perfume has be be sold. You can't be in the perfume business unless you can sell your perfume. If you want to develop a profitable perfume – or any other – business it helps to be aware of marketing strategies that have been used successfully by others, even ones a little rough around the edges.
1975 gave birth to the "Perfect Pretenders" promotion. The company, Perfect Pretenders, Inc., was an offshoot of Canyon House, a long forgotten mail order company that, in its origins, was largely focused on the teen and pre-teen market, advertising products from its "Super Values" catalog in magazines such as Teen, Tiger Beat, Grit, and Boy's Life. The promotional emphasis was on groupings of products that seemed to offer a lot for a little – "6 iron-on patches," "100 stick-on decals" – always for $1.00 plus $0.35 postage and handling and a limit of two per person as larger orders could have invited refund requests. These and other products that Canyon House developed could be packed into inexpensive envelopes and mailed at bulk rate for pennies per order. The Perfect Pretender fragrances were born out of this "$1.00 plus $0.35 for shipping and handling" milieu.
The thinking must have been simple. Young girls love fashion items, especially when they can be purchased for just one dollar. And certainly young girls must love perfume, especially when it can be purchased for just one dollar. The challenge was to develop a perfume product that could be sold profitably for $1.00 plus $0.35 for postage and handling and shipped in a cheap envelope in the same way as other Canyon House products were being shipped. The Perfect Pretenders filled the bill.
What were these fragrances? Advertising left this largely to the buyer's imagination but to help the buyer's imagining the advertising showed ten full size bottles of famous fragrances and specified what each of these might cost per ounce – Arpege at (approximately) $40 per ounce, Chanel No. 5 at (approximately) $40 per ounce, Joy at (approximately) $100 per ounce – and so on. You can see one of their ads here.
The Perfect Pretenders were ten glass "nips" packaged in a snap-top plastic box. To use them the consumer broke off both tips of the glass vial. The vials were color coded and a package insert identified which famous fragrances each was said to imitate. Each nip held approximately one drop of fragrance. You can see them here.
The promotion for the Perfect Pretenders perfume nips was successful. Very successful and it provided a breakout for Canyon House and it's owners. While sales of "Super Values" catalog items had been respectable, available teen media had limited circulation. Sales of the Perfect Pretenders were dramatic, so much so that ads could be run profitably in general media including both full color pages in monthly magazines and large black & white ads in daily newspapers. Lots of perfume was sold, or rather lots of "nips."
Like so many other over the edge mail order promotions of it's era, the Perfect Pretenders drew heat. Legal issues were addressed, marketing was halted, and the corporate registration for Perfect Pretenders, Inc. was forfeited. Little remains of the promotion but an occasional Perfect Pretenders collection found on EBay and offered for many times the original price.
The concept was strong; the pitch was simple: get a large value for very little money. But the advertising crossed the line and ultimately killed the promotion. Could it have been "cleaned up"? Certainly. But then would it have been as successful? Not likely. But if your aim was to found a lasting perfume business, this concept could get you started ... if you could develop a very low cost product, sell it at a very low price, and deliver a package so nice that it left buyers wanting more. (Not easy to do!)
Followup: The Perfect Pretenders disappeared and Canyon House was acquired by a publicly traded company.
Steffen Arctander's Perfume and Flavor Materials of Natural Origin was first published in 1960 and is the classic, authoritative reference for natural products used in perfumes, scents, flavorings, foods, and medicine throughout the world. Part One defines and describes processing methods used to extract or refine the products into usable form; Part Two includes more than 500 monographs on the natural raw materials used to produce perfumes, flavorings, etc. Appendices include a classification of important materials by their scent, and worldwide production figures for major products. Fully indexed, the book also includes 62 pages of photographs, making this the standard reference work on natural materials for perfumers and flavor chemists. The preface contains practical descriptions of available materials, their origin, production and processing methods, appearance, odor and flavor type with brief notes on their main constituents, replacements and common adulterants.
Perfume is famous for the markup it can achieve, even for a middle market fragrance. While "everybody knows" that perfume costs next to nothing to make (not completely true) the making of it is often considered an esoteric secret. "Creating Your Own Perfume With A 1700 Percent Markup!" details how a 3-person company with no experience created their own fragrance in response to a marketing opportunity that was too good to pass up. The book explains exactly what was done to create a fragrance for that opportunity but it is far more than a history of the author's project. "Creating Your Own Perfume With A 1700 Percent Markup!" lays out every step in the process of creating your own perfume, either as a do-it-yourself project – and without the benefit of automated equipment some compromises and workarounds are required – or full bore professional production under your supervision. Either way you will be producing a quality fragrance at a remarkably low cost. Do you have a marketing opportunity that would be wildly profitable if only you could obtain your fragrance at a ridiculously low cost? "Creating Your Own Perfume With A 1700 Percent Markup!" is the guide you need to do it.
A really great name, a special name that is just right for a particular perfume or perfume marketer (or entrepreneur with money to invest!) can be worth a ton of money. But few individuals with great ideas ever manage to cash in on those brilliant ideas. Instead they wait while others "discover" their idea, acquire legal rights to it and make all the money while they are left out in the cold without a penny having been earned for what was once THEIR idea.
If you are struggling to name your perfume and are looking for a name that will have real value, "Naming Your Perfume And Protecting Your Name" will help you weed out low value names and point you to names that have better marketing value plus the potential to become valuable assets in themselves.
If you have a great name you want to protect but no fragrance, "Naming Your Perfume And Protecting Your Name" will guide you through the simple steps you must take to acquire a legal right to that name before someone else grabs it! Best of all, "Naming Your Perfume And Protecting Your Name" shows you how to gain strong legal protection for your name without a lawyer and without spending more than pocket change.
Never had an idea for a product name? Never thought much about perfume? "Naming Your Perfume And Protecting Your Name" may stimulate your interest in a whole new game that, when played well, can make you lots of money without your having to leave the comfort of your home office.
You can build a perfume business of your own using this business plan as a guide. By following its detailed strategy you learn to identify motivated groups of potential perfume buyers. Members of these groups are near the tipping point of desire for a new perfume. You don't know these people and they don't know you but you know a marketer they trust, one who does not currently sell perfume and might never think of selling perfume were it not for your approach. Here is where you step in with a professional plan, promotion, and perfume to take advantage of this ripe opportunity for mutual profit. Before your first promotion has peaked, you will already be developing a relationship with your next marketing partner. Following this plan, you will gain more and more profit with each new marketing partnership.
Now when you make your own perfume you can make it fully "commercial" meaning you will be creating a product ready for regular, continuous sales to friends, relatives, and the public! If the fragrance you've made has already won praise, why not share it with others? Some might pay you for it and want it for their web stores or retail boutiques! Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics guides you through steps that can turn your hobby project into a perfume business. Discover how close you are now and how little more you must do to take what you made with essential oils and dropper bottles into a business of your own! For an introduction to this book, watch this video.
When you name a perfume you create a valuable asset – the name itself. To sell your perfume you want the most effective name possible. But a good name can have value beyond the edge it gives your sales. In naming your fragrance you are creating a trademark and a trademark can have value independent of the product. The value of that trademark can vary. Much depends on how well, in naming your perfume, you follow the trademark "rules." How To Create A More Valuable Name For Your Perfume first helps you develop a name that will be effective in selling your perfume. It then prods you to make use of certain techniques that can turn a good name into a great trademark, strong and valuable. If you have questions about how to protect a name, How To Create A More Valuable Name For Your Perfume will answer many such as:
- Can you protect your name yourself or do you need a lawyer?
- Can you register a trademark without a lawyer?
- What does it cost to register a trademark?
- How do I enforce the rights I have established?
How To Create A More Valuable Name For Your Perfume covers both state, federal, and international protection.
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