 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.
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 By Françoise Rapp, IPF France Chair and Natural Perfumery Expert How to professionalize and structure your scent design for more ease and efficiency? The creation of a perfume is much more than an assembly of natural raw materials. Each natural essence each containing up to 300 molecules, their mastery in the composition of perfumes can prove to be perilous. A beautiful perfume is well thought out and inspired but above all well-constructed so that each ingredient is in its right place to better delight the senses. Being a natural perfumer requires different talents, both artistic and technical. Being a perfumer is a profession that can be learned, and it is important to master the fundamental basics if you want legitimacy. How to organize your perfume organ and select quality natural essences is learned by mastering olfactory evaluations and by reading technical documents provided by suppliers. How to make and follow your stock, make accurate weighings, and above all learn effective methods which are real guides in the composition of a structured perfume.  Counting drops in the development of a perfume has no place. You must do the weighings and learn how to do them well to design reliable and serious documents. From experience, I have met many natural perfumers who proceed with counting drops, and then often find themselves in the delicate position of not being able to produce their perfumes even on a scale of a few dozen bottles. In addition, they lose all legitimacy and seriousness during exchanges with other professionals. Most of them lack a technical mastery of weighing, working with automated calculation tables, and understanding the reading of technical documents of the raw materials with which they worked. One step was missing: that of a more in-depth method. If you work without real knowledge of these aspects, there will always come a time when the harmonious business development of your company will be limited. This is why I have designed two effective methods and processes to deepen the fundamental bases of perfumers so that they can design natural perfumes of high olfactory quality with mastery. These two distinct methods are adapted according to distinct projects and inspirations as well. The HEART® and SPLIT® method have proven themselves over nearly 26 years of various experiments! The HEART® method, for example, is perfectly suited to so-called thematic perfumes whose inspiration is a raw material, an olfactory family for example. The SPLIT® method applies to so-called feelings, history, and memories projects. This last method helps to tell a story, to develop it even if the basis of a perfume is to take our client on an imaginary journey, this method will be more targeted in its structure for an effective rendering. Practicing and following these two methods not only allows you to build a beautiful perfume but also to magnify your first inspiration.  In the creation of a beautiful natural perfume, each step is important:
From the quality of the raw materials, to their selection for the project, to meticulous dosage formulations, and to the design of tools such as formulation tables to professionally preserve and ensure their successful development. If you work as an independent perfumer for brands, this is another subject because you must communicate precise documents so that the formulas are easily reproducible by service providers. This is how the Scent Design & Formula-Building masterclass brings all this mastery accompanied by many blank documents that you can use throughout your career as a natural perfumer. These are real supports in addition to two methods whose processes are clearly explained. This masterclass is suitable for all perfumers and natural perfumers who wish to go further in the professionalisation of their work and thus succeed in their passion. Enroll now for the Scent Design & Formula Building Masterclass Session opens each first Monday of the month. Next session opens on March 6. Multiple payments available. |
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