Page 13 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

went up to the various stations, where the individual Gourmet fragrances are
fragrances were positioned anonymously, numbered an invitation to bask in a GOURMET RANGE
Extrait de Parfum – 50 ml
only from 1 to 12. The consumer had to guess which reassuring atmosphere
was the main scent of the 12 fragrances. which recalls memories of FICUS ROYAL
Those who guessed the whole range correctly won a pleasant moments both CERISE ROUGE
set of designer cutlery, those who guessed only a part, from the points of view of BISCUIT SOUPLE
received minor prizes. The initiative was very successful; the sense of smell and of
the consumers became interactive in a game which was taste. CAPPUCCINO
both fun and instructive at the same time. CHAMPAGNE ROSÉ
This led to the decision to take this olfactory path EM: Have you identified CRÈME SUCRÉE
into perfumeries as well, a place where it is essential, a specific target?
today more than ever, to make the products live DB: Gourmet is a TONKANAS
dynamically, and no longer statically on the shelves transversal brand, which VANILLE ABSOLE
as was always the case. We have to allow consumers is appreciated by a wide RIBEST
to have olfactory experiences that can evoke real range of consumers.
emotions and unique sensations. In addition, the price, JUS DE COCO
positioned just below euro ORANGELLE
EM: Has the way of approaching the consumer 100, makes it affordable, NUAGE DE LAIT
changed? as the price-quality ratio
DB: Completely; the consumer wants to feel they are at is very high. However, we
the centre, to be able to choose and play among the have noticed a particular inclination to purchase by
various proposals; with Gourmet the choice is always the male consumer, aged around 34, who wants to be
the right one, because the fragrances are persistent, admired for the fragrance he wears, a fragrance that is
joyful and make those who wear them feel good. different from the ones usually on the market, unique
of its kind and with a strong personality.
I would say even stronger than the person
wearing it.

EM: How has the brand been received
on foreign markets?
DB: Very favourably and, unexpectedly,
very quickly, from Europe to the Middle
East to the United States. As in Italy, there
is a high rotation of the product abroad as
well, a sign that those who buy a specific
fragrance, wants to buy it again.

EM: Future projects?
DB: We will soon be launching a bath
line, made up of bath foam, body lotion
and body cream. paired with four of the
fragrances that are part of the line.
The fragrance will be very persistent and
inebriating.
For the second half of the year, we will be
launching a line to perfume the home, for
the various rooms: bathroom, kitchen,
bathroom and sitting-room. In this case
too, the fragrances will surprise evn the
most demanding consumers.
Claudia Stagno
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