ESSENTIAL BRAND MEANING
From fragrance to experience
A critical view on the use of fragrances in different product categories
Tiziana Traldi & Sabrina Donzelli
Abstract
The presentation will explore the extent to which the smell, for long neglected sense but recently resurged communication vehicle in the consumption experience, can successfully establish a positive relationship between the products and consumers. It will be highlighted that different consumer groups seek a different experience from the act of consumption and their appreciation of artificial fragrances depends on their sensitivity. The presentation will explore 5 target groups, illustrating their psychological profile and attitude toward the fragrance market. The speech will conclude with a vision of the fragrance marketing’s future and with some strategic indications on how to deal with the most primordial sense (precisely the smell) whilst taking into account people’s sensitivity and social-cultural contexts.
Tiziana Traldi
Future Concept Lab, Italy
Tiziana Traldi has been working in the area of social research, popular culture and consumption behaviour since 2000 conducting ethnographic and mainly qualitative research in different areas of the world. With a background in social sciences, she graduated in London in anthropology specialising on material culture and on the relationship between people and the artefacts they daily manipulate and consume. Some ethnographic researches conducted for Future Concept Lab include a year study on the relationship between happiness and material culture throughout eight European countries, presented in occasion of the WFS (World Future Society) in 2004. Other participations as a speaker are, for example, ESOMAR 2005 (Innovation!), Viper Basel (2005), European Futurist (2006), Future Vision Workshops (2003-2007).
Sabrina Donzelli
Future Concept Lab, Italy
Sabrina Donzelli graduated in Public Relation at the IULM University (Milan). She works as a professional in the area of corporate communication for national and international PR and Advertising Agencies. Throughout her career she has managed research projects in the areas of Art and Culture and in the non-profit sector.
She joined FCL since June 2002 where she conducts ad-hoc research and works as media relation manager. She regularly presents research projects at international congresses and she trains companies and clients in occasion of FCL’s quarterly seminar Future Vision Workshop.
KEEP ME INFORMED |