Launching a New Fragrance Range – by Mark Ramsden.
Launching new products may seem easy but behind the scenes there is a lot to think about – let’s talk you through our new Gold Horizons liquid fragrance range.
- Brainstorming – it’s one thing to recognise product gaps and market needs but quite another to find a saleable proposition. It starts with a good brainstorming session.
- Customer Feedback and Sampling – Field sales reports, range gap analysis, customer requests all need to be assorted to confirm product gaps established above. Some interested customers are then asked more specifically if interest would lead to purchase, under the right conditions of course.
- Finding The Right Supplier – We passionately buy British where we are able but sometimes this is impossible. With the spa liquid fragrance, we heard that there was a perfumery in Gloucestershire that specialised in both old-fashioned smells as well as modern smells – well certainly British for sure.
- Specification Considerations – Fragrances need to linger in the water and be compatible and non-reactive to halogens that they would need to co-exist with.
- Getting Timings Right – This usually coincides with price books, marketing programmes and launch platforms – for CPC this usually is for the forthcoming season.
- Quality Testing the Final Product – involved first smelling all the fragrances and matching to the descriptions of the smells (John Key and Tracey Ogden were the Senior Smellers!). After this, the product was then tested in local hot tubs.
- Presenting New Products Before Launch – Sometimes this requires ‘cheating’ with dummy containers mocked up for exhibitions. In the case of our new liquid fragrances this involved colouring water with pastel paint to show the colour difference. At SPATEX, two customers smelt the coloured water and remarked how nice they smelled – water with pastel shades!!
Two bottles of water with a touch of paint from a child’s pastel paint set. Something that we mocked up for show at SPATEX.
- Launch – Set the launch date and work hard to achieve it to avoid customer disappointment.