If a person is not necessarily accurate in judging from clothes, then smelling fragrance is not wrong, whether it is niche, advanced, floral, herbaceous, each choice is the most secret way for consumers to express themselves, this value is built on psychological experience and special emotions of the product, and thus become a special existence in the business world.
Among all consumer goods, fragrance is one of the most needed storytelling tracks, the core competitiveness of products often does not come from the product itself, but from what kind of atmosphere and realm the brand has built for consumers. Scent is so subjective that even the moment you leave the product, your feelings disappear, so the great perfume marketing, always before you smell the smell, has already built a reverie, the abstract emotion embodied. (Here is the direction, you can see what marketing tricks the fragrance track has)
Unlike most brands that build life scenes, The British Penheiligen tells stories about his noble status. For example, Penheiligen recently launched a new perfume with Prince Charles in the United Kingdom, which is inspired by Prince Charles's beloved garden in Gloucestershire, Hagellow's beloved garden. According to the website introduction, the raw materials of this perfume include geranium, lavender, hyacinth, cedar wood, musk, etc., which will focus on the fragrance and natural scent common in the prince's garden. Each bottle of perfume is currently priced at £151, and 10% of the proceeds from this sale will be donated to the Prince Charity Foundation.
In fact, it is not surprising that Prince Charles will cooperate with Penhalegon, after all, one of the brand's marketing gimmicks is members of the British royal family. Penheiligen belongs to the high-end salon perfume and currently holds two royal certifications, one is the current Queen's husband, the Duke of Edinburgh, and the other is crown prince Prince Charles. Of course, in addition to the above-mentioned characters, in fact, many members of the royal family, such as Princess Diana, the late Prime Minister Churchill, etc. are fans of the brand.
Perhaps well aware of the royal family's ability to carry goods, the brand has been holding the name of "royal certification", and the "portrait" series of perfumes launched since 2016 has opened with the gossip of royals. Each perfume is represented by animals, and has its own characters and personality settings, such as "The Tragedy of Lord George", "The Revenge of Lady Blanche", etc., more than a dozen character biographies are like british aristocratic secrets, and the core of the story also revolves around affairs, revenge, power and desire, etc. Each story line can also be continuously extended, living de parfum "script killing".
As a niche luxury brand, on the one hand, to maintain its noble brand image, on the other hand, to touch the public perception, and the deep binding of royals, it can be said that it is a very clever approach, and this way of telling stories is indeed very "niche". Although consumers seem to have no emotional resonance to produce, they are easy to substitute for the character itself, which is similar to Le Labo's eavesdropping dialogue series.