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 best-selling fragrances?”
It's a legitimate question. And at the same time, it's a misleading question. Because it assumes there's a direct relationship between a type of fragrance and a product's commercial success.
Reality is more complex.
The Illusion of the Winning Formula
There are evident trends in the market:
- gourmand
- oud
- modern amber
- fresh aromatic notes
- bright fruity
These olfactory families work. But they don't work alone. If it were enough to use a “right direction,”,
All products built on that foundation would sell the same way. And that's not the case.
Why the success of a fragrance doesn't just depend on what it contains. It depends on How is it brought to market.
The fragrance is not the product
This is the core point. A fragrance is a component of the product. It is not the product.
The product is the combination of:
- Positioning
- Price
communication
- Timing
When these elements aren't aligned, even a “trendy” fragrance struggles. When they are aligned, even a non-mainstream fragrance can perform very well.
The Role of Marketing in Olfactory Success
Many projects underestimate this aspect. They think the fragrance has to “sell itself.”.
But the customer doesn't arrive at the product starting with smell.
Arrives via:
- Image
- Storytelling
– Context
– Brand perception
Marketing is not a support for fragrance. It's the system that allows fragrance to be understood. Without this system, fragrance remains isolated.
Context creates value
The same fragrance can have completely different results depending on how it is presented.
To change:
- the name
- the packaging
- the price
- the channel
And this completely changes the market's response. This is because the customer does not buy a scent composition.
Buy a promise. And that promise is built before you even smell it.
Trend vs. consistency
Following a trend can be a smart choice. But only if it's consistent with the project.
A common mistake is to use a trend to “increase the chances of sale” without verifying if it is consistent with:
- the brand
- the target
- the price
- the channel
When this consistency is lacking, the product enters into direct competition with many other similar products, without having a real reason to be chosen.
The Real Work: Translating a Trend into a Project
The value isn't in knowing trends. It's in knowing how to utilize them. interpret. To interpret means:
- adapt the olfactory direction to the positioning
- build a coherent language
- define the right level of intensity and recognizability
- connect the fragrance to the overall experience
- a trend is not a solution. It's a raw material.
When the project works
Projects that work have a common characteristic: serendipity seems inevitable.
Not because it's “the best.” But because it's perfectly consistent with everything else.
In these cases:
- the client immediately understands the product
- the price is perceived as correct
- the communication is clear
- the experience is fluid
And the fragrance becomes part of a system.
The right question
What are the best-selling fragrances?
“What kind of project are we building, and what fragrance makes it coherent?”
It's a subtle difference. But it completely changes the outcome.
Conclusion
In today's market, trends are becoming increasingly accessible. Information circulates quickly.
Scent directions spread quickly. This reduces the competitive advantage tied to “discovering” the right fragrance. The real advantage shifts elsewhere.
In the capacity to build:
- a coherent system
- a clear positioning
- effective communication
The fragrance remains fundamental.
But on its own, it's not enough. And it's never really been a magic formula.