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 → production → sale.
In reality, a perfumery project does not work that way.
Or rather: When it is handled like this, it rarely really works.
A sound project is not a linear sequence of activities, but a system of interconnected decisions.
Understanding the actual stages means to understand where value is created e Where, most often, problems are generated.
1. Clarification of context (even before the brief).
The first stage is not creative. È contextual.
Before talking about fragrance or design, it is necessary to clarify some basic elements:
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for whom the product is intended
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where it will be sold
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At what price it will have to be credible
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With what initial and prospective volumes
This stage is often skipped or treated superficially. It is a mistake.
If these parameters are not clear from the beginning, all subsequent steps will be forced to adapt, with costs, compromises and second thoughts.
2. Economic boundary definition
Immediately after context comes a crucial and often underestimated stage: the economic scope of the project.
Here we are still not talking about “final costs,” but about:
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sustainable cost range
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marginality objectives
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production limits
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industrial constraints
This phase serves to avoid a very common dynamic: beautiful designs that, once put on paper, do not stand economically.
3. Construction of the brief (the real one)
Only at this point does it make sense to talk about the brief.
An effective brief is not an inspirational document. It is an operational tool.
A good brief contains:
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clear indications of positioning
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olfactory references (not ingredient lists)
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realistic target
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explicit constraints
When the brief is vague, creativity becomes inefficient. When it is clear, creativity becomes precise.
4. Olfactory development and creative directions
This is the best known but not always the most understood phase.
Olfactory development is not for “choosing the most beautiful scent.” It is for exploring consistent directions With the project.
Creative avenues are for:
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testing brand identity
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understand how far he can go
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identifying what is not working
Discarding is part of the process. In fact, it is one of the most important parts.
5. Technical validation of the fragrance
A chosen fragrance is not yet a manufacturable fragrance.
This is where aspects that are often invisible come into play:
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stability
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compatibility with packaging
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regulatory compliance
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repeatability
Skipping or compressing this stage means moving the problems later, when they cost much more.
6. Packaging design (not just design)
Packaging is not a “later” stage. It is a phase structural.
At this stage, the following are defined:
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real components
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weights
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materials
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availability
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order minimums
Packaging should be consistent with:
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price
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channel
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positioning
Inconsistent packaging does not ruin the project right away. It makes it fragile over time.
7. Industrialization of the project
Here the project moves from theory to reality.
This stage includes:
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definition of suppliers
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production planning
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actual times
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actual costs
This is the time when many assumptions are confirmed or disproved.
A well-constructed project gets here with few surprises. A poorly constructed one begins to change shape.
8. Production, filling and packaging
This is the most visible stage, but not the most decision-making.
Here we execute what was decided earlier:
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fragrance production
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filling
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packing
When everything is designed correctly, this phase is smooth. When it is not, delays, rework and unexpected costs emerge.
9. Preparation for launch and rearrangement
A project does not end with the first batch.
One of the most important questions is: what happens next?
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Is reordering simpler or more complex?
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do costs really come down?
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does the supply chain hold up?
Thinking only about launching is half-hearted planning.
Conclusion
A perfumery project is not a sequence of creative steps. It is a system of decisions that must remain consistent over time.
Who understands the actual stages:
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reduces errors
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save time
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builds stronger projects
Those who ignore them often discover problems when it is too late.
Note Insight Strategy
This article is not meant to “teach” perfumery. It serves to make it more readable.
Because the projects that really work are not the most inspired ones, but the ones that are built with greater awareness.
