Separating the winners from the losers: How to create a winner in today's fragrance marathon

In the fragrance industry, in which there are so many competitors annually, there are few winners and an abundance of losers. The winners stand out for their ability, hard work, and distinctive performance in all areas of competition. The losers are those who do poorly, are inconsistent, and are not focused. Four caveats apply to fragrance marketers: 1. Define your target audience. 2. Get to know your customer. 3. Communicate to that customer. 4. Create a strong brand identity in order to build a global brand. Leading retailers and industry executives believe that above all, consistency determines a fragrance winner. Some examples of winners and losers from the retailer's perspective are provided, and the critical elements that must be considered in order to launch a winning fragrance today are discussed.