 New Luxury Awards 2023 Creezy Courtoy, Vedrana Perhoc and Françoise Rapp By Terry Johnson, IPF Vice Chair, Business and Marketing Expert Teacher During 30 years as a marketing consultant, one of the most common mistakes I have seen businesses make has been failing to properly prepare for, attend, and follow-up from an awards or other event.
Yet natural essence events, such as the New Luxury Awards, Perfumery Congress or International Natural Perfumery Summit represent profitable opportunities to network, gain industry insights, and showcase yourself, your company, and your brand. For Natural Perfumers or Natural Perfumery Brands, proper event marketing management starts with the decision to attend. Ask yourself: Does the event have the potential to improve my brand? Can my attendance lead to greater and more profitable sales? Managing attendance at events properly allows you to reach these and other important goals. Remember, we are in the Natural Essence High-Value Market, where higher prices can be achieved by offering consumers more value. Event attendance demonstrates industry leadership, which has great value to customers looking for companies, people, and brands they can trust and have confidence in. Additionally, being nominated for or winning an award has tremendous consumer value to a perfume brand. Here are several steps you can take to boost your profits from participation at an event: Pre-event Planning for Success
Event Participation
Profitable Post-Event Strategies Post-event follow-up is the most important part of event attendance, but it is also the least understood by most attendees. Many returning to work after an event fail to find the time to adequately follow up as they should for such a high marketing priority.
0 Comments
 By Andrej Babicky, Certified Natural Perfumer and Raw Material Natural Extraction Methods Expert Capturing the Ephemeral In the realm of perfume crafting, there's an art to capturing the essence of flowers. Among various extraction methods, from distillation to maceration, one stands out for its enchanting approach – enfleurage. This method, despite being laborious, possesses a magical ability to imprint the olfactory fingerprint of a flower, making it a personal favorite. The enfleurage process is both a journey and an experiment, much like the anticipation of spring when fragrant flowers are ready to bloom. Imagine stepping into your garden, balcony, or even just a sunny windowsill, armed with the intention to entwine the ephemeral soul of a flower into a fragrant masterpiece. For me, this is more than just a technique; it's a dance with nature. Enfleurage, contrary to its demanding nature, offers a playground for experimentation. Co-enfleuraging different flowers became my joyful pursuit, creating complex pomades that danced with the richness of jasmine, gardenias, plumeria, Stephanotis, Cestrum, banana leaves, roses, and even tomato leaves. This became more than an experiment; it evolved into a fragrant game, a symphony of scents.  Over time, I expanded my palette, incorporating different raw materials into the pomade. Unrefined coconut oil, with its tropical aroma, became a base for enfleurage experiments, mingling with gardenias, plumeria flowers, bourbon vanilla pods, finely ground resins and iris powder. The result? A tapestry of new scents and the recreation of complex, unique bouquets. The manufacturing process remains true to tradition. Glass or ceramic containers replace the classic chassis, vegetable butters and oils stand as the primary medium, and the delicate dance of changing flowers persists. Some of my enfleurages remain soaked in alcohol for months, allowing me to study raw materials practically, even if they never make it into a final composition. In the historical context, enfleurage played a crucial role in the fragrance industry. Refined in Grasse, France, in the mid-1700s, it became an industrial center for essence extraction. Today, enfleurage is a mainly historical method, replaced by more modern techniques. However, with the resurgence of interest in natural perfumery, some perfumers revisit this technique, making modifications to suit contemporary needs. Enfleurage is not just a process; it's a celebration of flowers that might have limited essence or are too fragile for other extraction methods. It revolves around the absorption of volatile odorous molecules by fat. This fat, acting as a solvent, captures the essence of flowers it embraces. The traditional procedure involves meticulously crafted frames, or chassis, where purified fat is layered, and flowers are evenly distributed. Daily changes and cycles of defleurage create a dance between flowers and fat, resulting in perfumed pommade. This pommade can then be turned into an absolute through further processing.  Enfleurage, despite its historical roots, remains a testament to the art of perfumery. It beckons us to dance with flowers, capturing their essence in a way that's both magical and personal. In this intricate journey, where patience and experimentation intertwine, enfleurage invites us to create olfactory symphonies that resonate with the very soul of nature as it awakens in the upcoming spring, with fragrant flowers ready to bloom.
Embark on your own olfactory adventure! Explore the art of natural extractions in my Natural Extractions Course. |
Archives
October 2024
Categories
All
|
RSS Feed
