In perfumery, most projects start with a clear goal: developing a product.<\/p>\n
A perfume. A diffuser. A specific experience.<\/p>\n
In this project, the starting point was different. Not a product, but a system.<\/p>\n
The project came out of a collaboration with a multinational in the tools industry, with thousands of stores worldwide.<\/p>\n
A context far removed from traditional perfumery, and precisely for that reason extremely interesting. The goal was not to \u201cget into fragrance\u201d.<\/p>\n
It was to use fragrance as a <\/span>lever to improve the overall brand experience<\/b>.<\/span><\/p>\n The initial brief wasn\u2019t about a single category. It was about building a consistent system for using fragrance at different moments of everyday life. That\u2019s how the Cross Market project was born.<\/p>\n We developed four product types, each with a precise function:<\/p>\n Car fragrances Home diffusers Personal fragrances In-store scenting systems Four different categories. One logic.<\/p>\n The real work wasn\u2019t developing four products. It was building <\/span>consistency across completely different contexts<\/b>.<\/span><\/p>\n Car. Home. Person. Retail space.<\/p>\n Each setting has:<\/p>\n different exposure times<\/p>\n<\/li>\n different ways of being experienced<\/p>\n<\/li>\n different intensity requirements<\/p>\n<\/li>\n different sensory expectations<\/p>\n<\/li>\n<\/ul>\n The risk was obvious: creating four disconnected products. The goal was the opposite: creating a recognizable experience, adapted yet consistent.<\/p>\n In this project, fragrance was not treated as an isolated element. It was treated as a language.<\/p>\n A language that can:<\/p>\n accompany the customer at different moments of the day<\/p>\n<\/li>\n strengthen brand recognition<\/p>\n<\/li>\n create continuity between physical and personal spaces<\/p>\n<\/li>\n<\/ul>\n The difficulty wasn\u2019t creating good fragrances. It was creating fragrances that were <\/span>consistent with each other and adapted to their context<\/b>.<\/span><\/p>\n A central part of the project was developing in-store diffusion systems. Scent marketing is often treated as an add-on. Here, it became a strategic lever.<\/p>\n Not to \u201cmake the space smell nice\u201d, but to:<\/p>\n increase time spent in store<\/p>\n<\/li>\n strengthen brand identity<\/p>\n<\/li>\n create a more immersive experience<\/p>\n<\/li>\n<\/ul>\n And above all, to connect with the other products. People who experience it in store can find it again at home, in the car, on their skin.<\/p>\n The value of this project doesn\u2019t lie in the individual categories. It lies in the ability to build a cross-market olfactory system<\/b><\/span>. A system in which:<\/p>\n each product has a function<\/p>\n<\/li>\n each function is consistent with the brand<\/p>\n<\/li>\n each touchpoint reinforces the others<\/p>\n<\/li>\n<\/ul>\n It\u2019s not a range extension. It\u2019s an extension of the experience.<\/p>\n Projects like this point to an increasingly clear direction in contemporary perfumery.<\/p>\n Fragrance is no longer just a product to sell. It is a tool for building relationships, continuity and identity. When it is designed as a system, it becomes part of the customer\u2019s everyday experience.<\/p>\n That is when it stops being an add-on and becomes a genuine strategic asset.<\/p>","protected":false},"excerpt":{"rendered":" Quando una fragranza diventa un sistema e non un prodotto Nel mondo della profumeria, la maggior parte dei progetti nasce con un obiettivo chiaro: sviluppare un prodotto. Un profumo. Un diffusore. Un\u2019esperienza specifica. In questo progetto, invece, il punto di partenza era diverso. Non un prodotto. Ma un sistema. Il contesto: una multinazionale globale Il […]<\/p>\n","protected":false},"author":1,"featured_media":14645,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bpn_nominabile":"","_bpn_cliente":"","_bpn_tipo":"","_bpn_mercati":"","_bpn_sku":"","_bpn_volumi":"","_bpn_formati":"","_bpn_fornitori":"","_bpn_tempi":"","_bpn_servizi":"","_bpn_modello":"","_bpn_risultato":"","_bpn_evidenza":"","footnotes":""},"categories":[38],"tags":[],"class_list":["post-14644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-progetti"],"yoast_head":"\nFrom product to olfactory experience<\/b><\/h2>\n
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\n<\/b><\/b>A natural extension of the experience beyond the store.<\/p>\n<\/li>\n
\n<\/b><\/b>The brand, carried on into the home.<\/p>\n<\/li>\n
\n<\/b><\/b>A more intimate expression, tied to the person.<\/p>\n<\/li>\n
\n<\/b><\/b>In-store diffusion systems, designed for scent marketing.<\/p>\n<\/li>\n<\/ol>\nThe challenge: consistency across different contexts<\/b><\/h2>\n
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Fragrance as language<\/b><\/h2>\n
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Scent marketing: from support act to strategic lever<\/b><\/h2>\n
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The true value of the project<\/b><\/h2>\n
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Conclusion<\/b><\/h2>\n