“Smaller players must be brave enough to build a distinctive, even unconventional brand identity, rooted in the heritage and the know-how of their own brand. They must be bold enough to innovate with a disruptive identity and value proposition.”   Alessandro Balossini Volpe, Professor of Brand Management
                                                                                                                                                                                                   When discussing the word “brand” it is important to recognize that there are two different kinds of brands each having different purposes and both working together synergistically: Company Brands and Product Brands.
For large organizations such as Moët Hennessy Louis Vuitton (LVMH), branding gets quite complicated. They have their own LVMH Company Brand, Company Brands of the 75 companies they own, plus the Product Brands from all companies. 

For this article, we are going to focus on Company Brands for perfumery and essential oils brands.
Your Company Brand, whether it is your company name, slogan, logo, or other aspect of visual identity (such as the use of the New Luxury Code Logo), needs to be developed or redeveloped from your Value Proposition, which represents the promises of what value you will continue giving to the rest of the Natural Essence Community. 
Along with your Mission Statement and Vision Statement, your Company Brand should reflect those promises which will be fulfilled through the proper execution of your Business Plan.
When you read articles that feature some aspects of branding, it is important to know which type of branding they are discussing, since it is quite common to discover authors who use Company Brands and Product Brands interchangeably.
Since we are discussing Company Brands, here is a diagram of a recent survey on brand authenticity:

How do we know if a survey is talking about Company Brands or Product Brands?
One clue in this diagram is to go down the list until you get to “Uses all natural ingredients”. Only 11% thought that natural ingredients were associated with authenticity. 
If this had been a survey about Product Brands, especially in natural essences, “Uses all nature ingredients” would have been near the top if not the top choice. But in this survey, it only rates 11% because they are responding to questions in authenticity of Company Brands.
Powering up your Company Brand presents an opportunity to revisit your Value Proposition to strengthen the value your Company Brand through improvements in messaging between your company and everyone you have contact with.

Who should you communicate with about the value of your Company Brand?

• Customers
• Employees
• Suppliers
• Your local community
• Legal
• Accountant
• Bank
• Insurance companies
• The media 

If you want a dynamic company culture that attracts and retains top talent; if you wish to achieve great relationships with and respect from those you deal with, power up your Company Brand and enjoy the positive results it produces.

Terry Johnson is teaching Business and Marketing, an essential course for developing a successful perfumery or essential oil business.  ​

Competition in today’s markets has never been stronger.
​Yet, I continually see examples of natural perfume and natural essence businesses that have not made many adjustments to their sales efforts to overcome the fierce competitive headwinds brought on by a deadly pandemic, numerous supply chain issues, and high inflation. These conditions have seriously changed consumer perspectives and require frequent reviews of sales and marketing strategies to reflect current realities rather than relying on consumer preferences and priorities that no longer exist.
You and everyone working with you should put on their selling hats for a while and focus on how to get consumers needing to purchase your products at premium prices, not just wanting to.

In the High-Value Natural Perfume consumer market, the first order of business is to identify every potential value feature of your products and incorporate those value features into selling benefits for consumers justifying premium pricing you need to charge. 
When consumers see something for sale that appears attractive to them, they determine the level of value that the product could provide them, and then they check the price. If the level of value is above the price, they are more likely to buy. If the level of value is below the price, they are less likely to make a purchase. 
Selling the value and benefits of your products greatly increases the likelihood of closing the sale profitably.

Here are 7 solid tips on strengthening and updating your Natural Perfumes and Essences selling strategies:

1. Focus on value to overcome consumer resistance to the premium prices you need to charge. If you build value that consumers consider benefits, they will respond despite higher prices.
2. Identify and sell higher income consumers in your local community that will be better able to budget for higher priced products they need.
3. Identify what you think high value consumers should consider valuable about your products. Examples of this could be sourcing from growers and producers who grow and produce with care by not using GMO seeds or synthetic pesticides, and utilizing sustainable packaging.
4. Avoid lowering prices. Consider charging for shipping but occasionally offering free shipping for a period of time as a way of discounting without having to lower your price.
5. Recognize that the most important sale is not the initial sale, but the second, third or twentieth sale. Effective selling creates lifetime customers.  And remember, it is always much less expensive to sell to an existing customer than to find a new one.
6. Move your selling strategies from discretionary sales (things that consumers may want, but don’t need) to necessary sales. Everyone needs the health benefits of natural essences.
7. Sell solutions to consumers problems. Natural essences reduce stress, improve immune systems, and promote well-being for everyone!  

Good Selling!

Terry Johnson is teaching and consulting at The Natural Perfumery Teacher's Academy. If you want to learn more about Business and Marketing in the Natural Essences World, you can follow his course or contact us for consultancies.

The Art of Fragrance Design has been around for centuries. It has evolved into a complex industry that requires a keen understanding of olfactory senses, cultural nuances, and regulatory guidelines.
Crafting a perfume that appeals to a specific audience while adhering to international laws is a challenging task that requires expertise and experience. IPF experts now offer unique services to support brands and perfumers in taking the next step toward success. In this article, we will present what our experts provide and how they can help your brand with fragrance design and professional formula building, from natural perfume formulas to packaging and branding, and finally, the product launch in Paris.
 
Natural Perfume Formula Respecting Worldwide Regulations
Creating a natural perfume formula that meets worldwide regulations is a daunting task. Regulations vary depending on the country, and it is essential to be aware of the laws governing the use of certain ingredients. Natural perfumes are made with essential oils, absolutes, and resins extracted from plants, and they must comply with the International regulations to be exported worldwide.  For example, certain essential oils are prohibited in some countries and for some products; it is crucial to be aware of these restrictions when formulating a natural perfume for worldwide sales objectives. This is our task to help you making your Natural Perfume Formula accepted by all countries.  
 
Natural Perfume Respecting Targeted Country's Cultures and Population's Olfactory Sense
Creating a fragrance that respects the targeted country's culture and population's olfactory sense is essential to ensure the product's success. Different cultures have unique olfactory preferences, and creating a fragrance that appeals to the local population is necessary. For example, in the Middle East, musk and oud are popular ingredients in perfumes, while in Japan, scents that evoke nature, such as cherry blossom and green tea, are preferred.
To create a fragrance that respects the targeted country's culture and population's olfactory sense, perfumers must deeply understand local preferences. They must conduct research and understand the cultural significance of different scents. When creating a fragrance, it is also essential to consider the climate and environment. For example, too-heavy fragrances may not be suitable for hot and humid climates. Our experts research to create a scent that resonates with the local population and appeals to their olfactory senses.
 
Fragrance Development and Production in Grasse
Grasse, a town located in the south of France, is known as the world's perfume capital. It is home to many perfume companies and is a hub for fragrance development and production. Our experts’ source high-quality ingredients locally and have worked with suppliers for generations. We collaborate with quality companies in regulatory support, product compliance, and manufacturing. Moreover, Grasse is a hub for fragrance development and production.
 
Packaging Design and Development
Packaging design and development are essential to the success of a fragrance. The packaging should be visually appealing and reflect the brand's values and personality. Creating a packaging design that reflects those values requires creativity and innovation. The packaging should be visually appealing and stand out on the shelves. It should also be functional and easy to use. Our experts work with packaging designers to create a design that meets all these requirements. Finally, the packaging should be sustainable and environmentally friendly. Consumers are increasingly aware of the impact of packaging on the environment, and it is essential to create recyclable and sustainable packaging.
 
Branding and Marketing
Branding and marketing play a crucial role in the success of a fragrance. A brand must have a unique personality and values that resonate with its target audience. Moreover, the marketing strategy should be innovative, creative, and effective in reaching the target audience because it is crucial to understand their preferences and values. Our experts conduct market research to gain insights into the brand's target audience and create a brand that reflects their values and personality. Marketing a fragrance requires creativity and innovation. The marketing strategy is tailored to the target audience to reach them effectively.
 
Luxury Website Development
A luxury website is vital to the success of a fragrance. The website should be visually appealing, easy to navigate, and provide consumers with all the information about the scent. Additionally, the website should be optimized for mobile devices, as many consumers now shop online using their smartphones. Finally, creating a luxury website requires expertise and experience. Our experts work with web designers to help you create a website that reflects the brand's values and personality. 
 
Products International Distribution
International distribution is critical to the success of a fragrance. The fragrance should be available in different countries and through various channels to reach the target audience effectively. Additionally, working with distributors with experience in the fragrance industry is essential, and can effectively market and distribute the product.
To ensure international distribution, our experts work with distributors with experience in the fragrance industry. These distributors deeply understand the local market and can effectively market and distribute the product. For example, online distribution may be more effective in some countries, while brick-and-mortar stores may be more effective in others.
 
Launch in Paris: Press Conference, Event, and Cocktail
Launching a fragrance in Paris is a unique experience that allows perfume formulators to showcase their product to a global audience. The launch should be a memorable event communicating the brand's values and personality.
The launch should include a press conference, event, and cocktail. The press conference should provide journalists with all the information about the fragrance, including its ingredients, formula, and packaging. In addition, our experts work with event planners to ensure that the launch is visually appealing and effectively communicates the brand's values and personality.
 
PR and International Media
PR and international media are crucial to the success of a fragrance as they can reach a global audience effectively. Moreover, working with PR experts to communicate the brand's values and personality effectively is essential. Our experts work with PR professionals with experience in the fragrance industry to ensure effective PR and international media coverage. They deeply understand the local market and can effectively communicate the brand's values and uniqueness to a global audience. Furthermore, our experts work with PR experts to choose the media outlets most effectively reach the target audience.
 
Possibility of "Made in France" on Your Packaging
"Made in France" is a label with high value in the fragrance industry. It signifies that the fragrance was made in France, known for its perfumery expertise. Adding "Made in France" on the packaging can increase the product's perceived value and appeal to consumers who value French-made products. However, adding "Made in France" on the packaging is only possible if the fragrance has been created in France. Our experts work with suppliers and manufacturers based in France to allow clients to add this label to the packaging.
 
IPF's Commitment to your Brand
All brands and natural perfumes developed with the support of the IPF Teacher's Academy's Experts Consultancies will automatically benefit from The International Perfume Foundation promotion and labelling:

• Announcement in "Reconnect with Nature," IPF Newsletter (10.000 readers)
• Promotion of your launches on social media
• Brand Certification: First-year labelling offered (annual fee of 1,000€)
• Your logo on our Brand Certification page
• The authorization to add the IPF logo (green or white) on your packaging.
• The authorization to use the New Luxury Code in your communication (flyers, website, packaging)

 
The International Perfume Foundation (IPF) is committed to promoting and labelling all brands and natural perfumes developed with the support of the Teacher's Academy's Experts Consultancies. This commitment includes various benefits, such as an announcement in "Reconnect with Nature," IPF Newsletter, promotion of your launches in social media, brand certification, and more. This commitment signifies the IPF's dedication to supporting and promoting your brand. Projects are accepted under strict conditions, though, and we require structured projects preferably prepared by the education of the Natural Perfumery Teachers Academy . Our curriculum aims, such as the one of Master Natural Perfumer, are a must for the acceptance of any project.

Contact us for more info