Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries

Strategic Inflection Points - Perfume

STRATEGIC INFLECTION POINTS - PERFUME

1. L'heure bleue - 1912

Blend of roses, irises, vanilla and musk.

Positioned as Romantic perfume.

The Baccarat glass bottle reflects this romanitcism. Art Nouveau swirls at the shoulders of the bottle and delicately drawn label, the design suggests sensuality.

2. Chanel No 5 - 1921

Remains the essence of Simplicity.

It is square, with a plain wedge stopper and a minimal white label.

9 stages involved in sealing the fragrance in the bottle, including the placement of the wax-drawn CC at the neck.

3. Zenobia - 1924

The design of this bottle is resonant of nostalgia for the 19th century.

Every element is intended to suggest a sweet, natural, floral fragrance, from a rather syrupy name, Sweet Pea Blossom, to the combination of pastel colors used on the label and the pink bow tied around the neck of the bottle.

4. Jabat - 1939

The stopper is finished in the shape of a knotted bow and the base of the bottle resembles the skirts of a petticoat fanned out across the floor.

5. Jean Paul Gaultier - 1993

The perfume is moulded in the shape of a woman's torso, pinched and pushed into shape by a corset.

6. DNA - 1993

The bottle is shaped like the double helix form of DNA.