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Business Plan Footnotes
Developing A Hook
Guaranteed To Sell Your Perfume
Part II

Here are some more examples of strong hooks. They are presented to help you understand the "hook" concept when developing a marketing plan for your own perfume. The key to making a strategy work for you is adapting it to your market and your resources. What you want here is to absorb the ideas behind these promotions. You can't succeed with a new perfume simply by throwing it out there. Your marketing strategy has to include a reason for your perfume being something special enough so that people will buy it. To succeed you must have a good hook.

Here now are strategies that have been used by others.

Nicole Amy, "Stiletto"

The concept is a fragrance contained in a stiletto shoe shaped bottle and packaged in what looked like an elegant shoe box. The marketer was a young woman who managed to get good press over her concept and distribution in some regional boutiques. She has now expanded her distribution to a number of regions.

How successful has the promotion been? I don't know, but I do suspect that the packaging and theme have taken it a lot farther than it might have gone in a plain bottle and box. People I showed it to (I purchased a bottle and liked it) were impressed, both by the packaging and the scent. Anyway, having been introduced in 2010, it is still available and new posts continue to appear for it on Facebook.

Playboy Fragrances for Men

Playboy partnered with Coty to produce a line of fragrances. For a 2010 launch, a mobile phone user could take a picture of a Playboy Playmate featured in a special ad and send it to Playboy at a special address and in return would receive "exclusive images and videos" an an app that would allow secure online ordering of Playboy fragrances.

Florida Water

A mixture of essential oils and alcohol. The "Florida Water" name became generic but "Murray & Lanman's" was probably the best known brand. Inexpensive to prepare, Florida Water was advertised for its therapeutic value, much the same way 4711, Johann Marie Farina's Cologne, and Hungary Water had been promoted in Europe. Only lightly scented, Florida Water sold well to respectable, middle class American women who enjoyed fragrance but believed the use of "French perfumes" would mark them as fallen women.

"Romancing Singapore"

In 2003 the city of Singapore held a festival commemorating love and romance. Arrangements were made for students at Singapore Polytechnic to create both a men's and a woman's fragrance for the event. 3,000 15 ml bottles were produced, distributed and sold in 9 days. Later, with commercial assistance, additional bottles of a larger size were produced and sold successfully.

"The Pope's Cologne"

The Pope's Cologne was created from a formula said to be a favorite of Pope Pius IX. It has been marketed to and through Roman Catholic institutions and for one special promotion, the gift of a Holy Card impregnated with the Pope's Cologne using micro encapsulation technology was included with the purchase.

The Pope's Cologne received widespread publicity when launched in 2007 and today Excelsis offers both men's and woman's fragrance products, including a new men's cologne honoring Pope Francis.

Coty, "La Rose Jacqueminot"

In 1904 François Coty was trying to break into the perfume business, having no background or backing in a very competitive field. Frustrated at his failure to gain the attention of a buyer at a major department store, Coty smashed a bottle of his new fragrance on the floor and was immediately surrounded by women asking what it was and where they could buy it.

The store took notice and gave Coty an order for 12 bottles of La Rose Jacqueminot. Within weeks the perfume had became famous in Paris and other stores ordered. Coty was on his way to becoming a very wealthy man.

It has been suggested that the women gathering around Coty's broken bottle were hired to play this role.

There is more

The monthly Club Newsletter of the Perfume Makers & Marketers Club is a regular source of strategies and business plan sketches that could inspire a "big idea" that would help make your new perfume a financial success. You can learn more about the Club here.


Other articles in this series:
#1 How To Write Your Most Important Business Plan Ever
#2 Funding Your New Perfume
#3 Developing A Hook Guaranteed To Sell Your Perfume, Part I


Memory Cross 200 Perfume and Fragrance Test Strips for Testing fragrances, Essential Oils

Sturdy 17 point cover paper which is 2X as thick as a playing cards so will hold up. This paper is specifically designed to absorb fragrances. Five inch length x 0.5 inches wide and tapered for room to write notes at the top.


HAVENLAB Deionized Water
  • COMPLETELY PURE - Although tap water has been filtered to make it safe for human consumption, it still contains trace minerals. Our sterile water has been thoroughly purified and mineral-free.
  • ENSURE TOTAL ACCURACY - When conducting lab tests, using tap water can introduce impurities that affect the chemical composition. Deionized water will get you the most accurate results.
  • A STABLE INGREDIENT - Pharmaceuticals, cosmetics, and hygiene products use distilled or deionized water. Its purity makes it a reliable choice for maintaining product safety and integrity.
  • SUITABLE FOR MACHINERY - Deionized water is also widely used in industrial applications. Cleaning, cooling, and lubricating with it as opposed to regular water helps prevent corrosion damage.
  • GREAT FOR CARS - Whether you're topping off your car's coolant system or washing off dirt and grime, this sterile 1 gallon bottled water is a smart choice. Prevent water spots on your vehicle!

Stainless Steel Funnels for Kitchen,Small Metal Funnels (1.7Inch/ 2.2Inch/ 2.9Inch) No Spilling Food Grade Kitchen Funnels for Essentail Oil, Spices, Flask, Perfume

Stainless Steel Funnels for Kitchen: These stainless steel funnels are made of food grade stainless steel, non-toxic and sturdy. Premium material makes these small funnels have a long usage time and resists breaking, bending, scratching, rusting. Each Stainless Steel funnel has a perfectly narrow stem, ideal for filling small bottles and containers while keeping the kitchen counter free from spills. Each funnel's stem is equipped with an indent (air release channel), which allows funnels to vent and allows contents to flow better. Perfect for adding salt, pepper, herbs or spices into shakers or jars; transferring oils and vinegars into cruets or small decorative bottles for gifts; adding powdered drink mixes into water bottles and much more.


Karter Scientific 214T2, 3.3 Boro, Griffin Low Form, Glass Beaker Set - 3 Sizes - 50ml, 100ml, 250ml

3.3 Borosilicate glass, Griffin low form, 3 sizes - 50ml, 100ml, 250ml, Extra large marking spot, ASTM Specification E960, Type I requirements.


SUPERLELE Glass Graduated Cylinder Set 10ml 25ml 50ml 100ml, Thick Glass Beaker Set 50ml 100ml 250ml with 2 Droppers

Package contains: glass cylinders in 4 sizes (10/25/50/100ml), glass beakers in 3 sizes (50/100/250ml), and 2 glass droppers.
Product material: cylinder and beaker are both made of high quality 3.3 borosilicate glass (GG-17), graduated, laboratory grade glassware.Thick glass, acid and alkali resistant, with good stability.
Product features: Both the graduated cylinder and the beaker have tapered gates for easy liquid pouring.The graduated cylinder has stable base, and the scale is clear and easy to read.


archander
Perfume and Flavor Materials of Natural Origin

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.


Creating Your Own Perfume With A 1700 Percent Markup! (3rd edition)

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.


Naming Your Perfume And Protecting Your Name

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.


How To Launch Your Own Perfume Company: A Simple Business Plan

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.


Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics

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.


How To Create A More Valuable Name For Your Perfume

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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Philip Goutell
Lightyears, Inc.