When it comes to perfume development, the process is often told in a simplified way:
idea \u2192 fragrance \u2192 packaging \u2192 production \u2192 sale.<\/p>\n
In reality, a perfumery project does not work that way. A sound project is not a linear sequence of activities, but a system of interconnected decisions. The first stage is not creative. \u00c8 contextual<\/strong>.<\/p>\n Before talking about fragrance or design, it is necessary to clarify some basic elements:<\/p>\n for whom the product is intended<\/p>\n<\/li>\n where it will be sold<\/p>\n<\/li>\n At what price it will have to be credible<\/p>\n<\/li>\n With what initial and prospective volumes<\/p>\n<\/li>\n<\/ul>\n This stage is often skipped or treated superficially. It is a mistake.<\/p>\n If these parameters are not clear from the beginning, all subsequent steps will be forced to adapt, with costs, compromises and second thoughts.<\/p>\n Immediately after context comes a crucial and often underestimated stage: the economic scope of the project<\/strong>.<\/p>\n Here we are still not talking about \u201cfinal costs,\u201d but about:<\/p>\n sustainable cost range<\/p>\n<\/li>\n marginality objectives<\/p>\n<\/li>\n production limits<\/p>\n<\/li>\n industrial constraints<\/p>\n<\/li>\n<\/ul>\n This phase serves to avoid a very common dynamic: beautiful designs that, once put on paper, do not stand economically<\/strong>.<\/p>\n Only at this point does it make sense to talk about the brief.<\/p>\n An effective brief is not an inspirational document. It is an operational tool.<\/p>\n A good brief contains:<\/p>\n clear indications of positioning<\/p>\n<\/li>\n olfactory references (not ingredient lists)<\/p>\n<\/li>\n realistic target<\/p>\n<\/li>\n explicit constraints<\/p>\n<\/li>\n<\/ul>\n When the brief is vague, creativity becomes inefficient. When it is clear, creativity becomes precise.<\/p>\n This is the best known but not always the most understood phase.<\/p>\n Olfactory development is not for \u201cchoosing the most beautiful scent.\u201d It is for exploring consistent directions<\/strong> With the project.<\/p>\n Creative avenues are for:<\/p>\n testing brand identity<\/p>\n<\/li>\n understand how far he can go<\/p>\n<\/li>\n identifying what is not working<\/p>\n<\/li>\n<\/ul>\n Discarding is part of the process. In fact, it is one of the most important parts.<\/p>\n A chosen fragrance is not yet a manufacturable fragrance.<\/p>\n This is where aspects that are often invisible come into play:<\/p>\n stability<\/p>\n<\/li>\n compatibility with packaging<\/p>\n<\/li>\n regulatory compliance<\/p>\n<\/li>\n repeatability<\/p>\n<\/li>\n<\/ul>\n Skipping or compressing this stage means moving the problems later, when they cost much more.<\/p>\n Packaging is not a \u201clater\u201d stage. It is a phase structural<\/strong>.<\/p>\n At this stage, the following are defined:<\/p>\n real components<\/p>\n<\/li>\n weights<\/p>\n<\/li>\n materials<\/p>\n<\/li>\n availability<\/p>\n<\/li>\n order minimums<\/p>\n<\/li>\n<\/ul>\n Packaging should be consistent with:<\/p>\n price<\/p>\n<\/li>\n channel<\/p>\n<\/li>\n positioning<\/p>\n<\/li>\n<\/ul>\n Inconsistent packaging does not ruin the project right away. It makes it fragile over time.<\/p>\n Here the project moves from theory to reality.<\/p>\n This stage includes:<\/p>\n definition of suppliers<\/p>\n<\/li>\n production planning<\/p>\n<\/li>\n actual times<\/p>\n<\/li>\n actual costs<\/p>\n<\/li>\n<\/ul>\n This is the time when many assumptions are confirmed or disproved.<\/p>\n A well-constructed project gets here with few surprises. A poorly constructed one begins to change shape.<\/p>\n This is the most visible stage, but not the most decision-making.<\/p>\n Here we execute what was decided earlier:<\/p>\n fragrance production<\/p>\n<\/li>\n filling<\/p>\n<\/li>\n packing<\/p>\n<\/li>\n<\/ul>\n When everything is designed correctly, this phase is smooth. When it is not, delays, rework and unexpected costs emerge.<\/p>\n A project does not end with the first batch.<\/p>\n One of the most important questions is: what happens next?<\/strong><\/p>\n Is reordering simpler or more complex?<\/p>\n<\/li>\n do costs really come down?<\/p>\n<\/li>\n does the supply chain hold up?<\/p>\n<\/li>\n<\/ul>\n Thinking only about launching is half-hearted planning.<\/p>\n A perfumery project is not a sequence of creative steps. It is a system of decisions that must remain consistent over time.<\/p>\n Who understands the actual stages:<\/p>\n reduces errors<\/p>\n<\/li>\n save time<\/p>\n<\/li>\n builds stronger projects<\/p>\n<\/li>\n<\/ul>\n Those who ignore them often discover problems when it is too late.<\/p>\n This article is not meant to \u201cteach\u201d perfumery. It serves to make it more readable<\/strong>.<\/p>\n Because the projects that really work are not the most inspired ones, but the ones that are built with greater awareness.<\/p>","protected":false},"excerpt":{"rendered":" Quello che succede davvero, dal brief al prodotto finito Quando si parla di sviluppo di un profumo, il processo viene spesso raccontato in modo semplificato:idea \u2192 fragranza \u2192 packaging \u2192 produzione \u2192 vendita. In realt\u00e0, un progetto di profumeria non funziona cos\u00ec.O meglio: quando viene gestito cos\u00ec, raramente funziona davvero. Un progetto solido non \u00e8 […]<\/p>\n","protected":false},"author":1,"featured_media":13819,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[],"class_list":["post-13818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articoli"],"yoast_head":"\n
Or rather: When it is handled like this, it rarely really works<\/strong>.<\/p>\n
Understanding the actual stages<\/strong> means to understand where value is created<\/em> e Where, most often, problems are generated<\/em>.<\/p>\n1. Clarification of context (even before the brief).<\/h2>\n
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2. Economic boundary definition<\/h2>\n
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3. Construction of the brief (the real one)<\/h2>\n
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4. Olfactory development and creative directions<\/h2>\n
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5. Technical validation of the fragrance<\/h2>\n
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6. Packaging design (not just design)<\/h2>\n
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7. Industrialization of the project<\/h2>\n
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8. Production, filling and packaging<\/h2>\n
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9. Preparation for launch and rearrangement<\/h2>\n
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Conclusion<\/h2>\n
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Note Insight Strategy<\/h3>\n