Perfume & Brand Association
Identify the olfactory signature that perfectly embodies your brand's DNA through implicit measures and spontaneous associations.
The Client Issue
A luxury house wants to create a olfactory signature for its new skincare line, consistent with its refined and timeless brand universe.
Among 8 perfume concepts, it is necessary to identify the one that resonates best with the brand image among target consumers, beyond simple stated preferences.
Identified challenges
- Measure the perfume-brand "fit" objectively
- Reveal implicit vs. stated associations
- Identify the most coherent accords
- Validate cross-cultural relevance
An implicit and explicit approach
Premium Luxury Target
CSP++ consumers who are customers of the brand or competing brands.
Blind Tests
Evaluation of the accords without knowledge of the brand, then with it.
Baseline
Reference measurements at rest to establish individual baseline levels
Blind olfactory test
Hedonic evaluation and spontaneous associations for each accord
Implicit IAT measures
Implicit perfume-brand attribute associations
Perceptual mapping
Positioning of the accords on the axes of the brand universe
Brand priming test
Re-evaluation after exposure to the brand codes
A multimodal arsenal
Implicit IAT Associations
Implicit association tests to measure perfume-brand fit.
Perceptual Mapping
Positioning of the accords on emotional and sensory axes.
Facial Coding
Analysis of micro-expressions during olfactory evaluation.
Conversational Avatar
AI-guided interview to gather declarative perceptions.
A shortlist of 3 winning accords
Accord #3 - Woody Amber
No. 1Best score of implicit coherence with the brand values "timeless", "refined" and "exclusive".
Accord #7 - Powdery Floral
No. 2Excellent performance in Asian markets, associations with "femininity" and "delicacy".
Accord #1 - Citrus Musky
No. 3Best hedonic "appeal", ideal for a freshness/summer variation.
Implicit/declared gap
RevealedAccord #5, preferred in declarative responses, shows a low implicit score: consumers "want" it but do not "associate" it with the brand.
Strategic Recommendations
Main Signature: Accord #3
Best implicit fit (92%) across all tested markets
Asia Variant: Accord #7
Cultural adaptation validated for China and Japan
Cross-cultural consistency
Accord #3 performs well across all 5 markets without adaptation
Avoid Accord #5
Implicit/declared gap: risk of brand dissonance
Looking for your signature scent?
Let’s identify together the fragrance that embodies your brand.