ESSENTIAL BRAND MEANING
Sensory evaluation - from food to fragrances
Lise Dreyfuss, Pascale Elmalan & Florence Sponton
Abstract
How sensory perceptions could be analysed in fragrances field? And how they could help marketing managers to innovate and optimize their products? The wide experience of sensory evaluation in food is of great help for setting up relevant and suitable methodologies.
When a person is in contact with a given fragrance, he or she experiences sensations that are unique to him or her. The ability to analyze these perceptions and reactions – and, above all, to understand them – gives us the resources for adjusting the products in order to meet the subject’s expectations.
This presentation is important for the delegates since it gives clues to fragrances marketers to understand their products and to better handle their development and positioning.
Lise Dreyfuss
Huguette Nicod, Adriant, France
Pascale Elmalan
Takasago, France
Post master degree in chemistry (cosmetology) and international MBA.
He has worked in diverse marketing & market research positions in France & Japan.
Founded & developed during 10 years Actys: an international marketing and market research company (focused on fragrances, innovation and fashion sectors) based in Paris. After 10 years of continuous growth, this company was sold to Cohesium group in 2002.
Since then, Pascale Elmalan is the Director of Strategic Marketing & market Research in Takasago (creation fragrance center). Author of various Fragrance Industry articles published around the world.
Florence Sponton
Nestle, France
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