Perfume industry
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Analysis of competitors for Perfume in France:
The early '90s, globalization was written with a capital "G." Globalization would be applied not only in the perfume industry but also in all industries that had the desire to survive. It was a blessing for those realizing the opportunities in order to access world markets. Others were overwhelmed when they had to face a bigger market, harder competition, thus a greater challenge. For brands like Balmain, Courrges, Grs or Balenciaga who did not have the means to follow the big ones in this territory, it became rough. Before globalization, testing and launching a new fragrance in the French market and - after having succeeded there - introducing it in the European and/or American market was a smart thing to do. However, in the '90s, those times were over. Instead, it had to be launched simultaneously in all of the target countries, at once.
Within a short time, one could see a new trend: more and more consumers used more than one fragrance. Citrusy, spicy, oriental, flowery fragrances and others could be found in the bathroom cabinets ready to match with the consumers' mood of the day...