Perfume is a luxury that appeals to many people partly because it’s more affordable than other luxuries. Nonetheless, strategic marketing will be necessary to sell perfumes that command higher prices. Since perfumes aren't staple products, a high price can prevent shoppers from buying them because they often don’t last long. Other consumers have been wearing the same fragrance for a long time and are resistant to changing it. These obstacles can be overcome by marketing a perfume’s makeup, prominence and packaging.
Instructions
1. Explain that the cost of perfume varies based on the concentration of perfume oil. Inform potential customers that more expensive perfumes typically have a higher concentration of the oil than other fragrances. Let them know that the higher concentration allows a perfume’s scent to last longer. It also means less is needed when applying it.
2. Encourage shoppers to try on a perfume or at least smell it if you come in contact with them. Shoppers who’ve been wearing the same fragrance for years are often unaware of new perfumes they may like. Introducing them to a new scent may lead to a sale.
3. Make sure perfumes connected to celebrities are prominently displayed in ads in stores, in newspapers and online. Plenty of people follow what’s going on with their favorite celebrities, and they’re interested in buying products associated with them.
4. Market connections with designers as well. Potential customers who like to follow fashion and wear designer clothes are often interested in wearing perfumes created for designer lines.
5. Publicize the origin of perfumes that have interesting histories. For example, a perfume that’s created exclusively in France will appeal to some shoppers. Perfumes created with ingredients rarely found in fragrances will appeal to others.
6. Play up the packaging. Perfumes often come in exquisitely-designed bottles encased in elaborate boxes. Buyers often save perfume bottles and boxes because some have become collectors’ items.
7. Point out any free gifts that may come with a perfume purchase. Free gifts enhance the value of an item to shoppers and can sway buying decisions. Items offered at a discount with a perfume purchase also appeal to shoppers.
Tags: been wearing, been wearing same, higher concentration, perfume purchase, perfumes that, same fragrance, than other