Strategic Insights

A comparison with an Indian client explains one of the most common mistakes in launching a perfume brand. A few days ago, we received an email from a potential client

The integrated model for building, producing, and growing beauty brands In the world of beauty and perfumery, creating a product doesn't simply mean producing it. A perfume, a cosmetic line, or a

Training day held at the Italian Perfumery Institute We had the pleasure of holding a training day at the Italian Perfumery Institute, together with Paolo Roselli and Federico Huscher, dedicated to

The misalignment between promise and operational capacity In the world of perfumery, marketing is often considered the engine of growth. Campaigns. Launches. Visibility. Everything is geared towards generating demand. But

Why it's not an operational issue, but a positioning issue. When talking about product development in perfumery, the focus is almost always on the same elements: – fragrance – packaging –

Why the “formula that works” doesn't exist One of the most frequent requests we receive at the beginning of a project is very direct: “What are the fragrances that sell the most?” It is

Geography, customer categories, and why many brands remain anonymous When it comes to perfume development and production, one of the most frequently asked questions is, “What kind of customers do you have?”

Often it is the pump that decides whether a fragrance looks premium--or not. There is a lot of talk in the perfumery world about fragrance and packaging. Much less about a component that

An honest reading of an asset that the international market continues to want to buy Made in Italy is one of the most powerful expressions of the global perfumery market. It is also

Because the quality of a fragrance begins even before the first bottle When an essence house receives a fragrance development brief, what it reads says very little. It says: I want

It is the point at which a project stops being an idea and becomes a system Many perfumery founders can answer this question, “How much does it cost me to produce a piece?”

Why in perfumery, haste destroys more value than a creative mistake In the perfumery industry, time is almost always treated as a business factor. “We have to get out before summer.”

Why quantity is never just a matter of volume One of the most frequently asked questions in the perfumery world is also one of the most misleading: “How many pieces should I produce per

And which often determine failure more than the perfume itself When a new perfumery project takes shape, the focus is almost always on the same elements:the fragrance, the name, the

What really happens, from brief to finished product When it comes to perfume development, the process is often told in a simplified way:idea → fragrance → packaging →

Why in modern perfumery true value is a decision-making system “Full service” is one of the most widely used, and most misunderstood, expressions in the perfumery world. It is often interpreted as

Why design decides a purchase before fragrance In the world of perfumery, packaging is still too often considered an aesthetic issue. A choice of style. A creative exercise.

Why the future of perfumery is not in products, but in experiences For a long time, perfumery has reasoned by products. A perfume for the person.A fragrance for the environment.A diffuser

Two opposing models for building value in contemporary perfumery Every perfumery project stems from an initial decision, often implicit and rarely stated:What do we start from? From production or from the brand?

The ultimate effect of a properly designed system In marketing parlance, sell-out is often treated as the ultimate result. The ultimate KPI. The measurable success. This view is understandable.