Browsing by tag: valentino

In a crowded market place, it's more difficult for beauty companies to establish the next Chanel No. 5 or Old Spice. But consumers already identify with celebrities, so when distributors slap a recognizable name on a perfume bottle, there's less need for a huge marketing effort.

— Why celebrity fragrances persist, from Best-Selling Celebrity Scents in Forbes, with thanks to Jessica for the link.

P&G worried that the rose scent was too commonplace and old-fashioned. "But as we talked to him about flowers, we discovered that what he really liked was the sensuality of the rose, rather than the actual scent," recalls Mr. Bhasin.

That subtlety led P&G perfumers to take liberties when developing the Rock 'n Rose line. Despite its name, it has only a hint of rose among other notes... The final scent, meant to slightly modulate with subsequent versions, pleased the designer, who chafes at perfumes that "pinch the nose."

— From a fascinating article in the Wall Street Journal on Procter & Gamble's efforts in the prestige fragrance market, and particularly about Valentino's Rock 'n Rose and Rock 'n Rose Couture. Read more at P&G's Push Into Perfume Tests a Stodgy Marketer.