tambem o consumidor consegue fazeruma compra mais consciente e bem informada. Assim se deu na industria do pao, cafe,etc... Temos que entender que vendemos emocoes nao perfumes, e um consumidorbem informado tera mais prazer no processo de escolha de uma fragrancia e nao receiode estar comprando algo errado. Se tornaria uma compra por impulso, gerando assimmais vendas!Concordoplenamente com M. de Chiris. Acredito que a industria do perfume em algummomento necessitara se voltar para a educacao para sua propria sobrevivencia.Um bom indicio deste ciclo e um numero cada vez maior de blogs e comunidadessobre perfumes que por enquanto ainda trabalham duramente, mas isoladamente dasempresas de perfumaria. Um dia talvez as empresas se deem conta que unindotodas as formas de se comunicar com seus consumidores, poderao lucrar mais. Oque acham?Tenham uma excelente e perfumada semana!Blue Lotus Flower ENGLISH VERSION: Monsieur Yves de Chiris needs introduction because maybe not everyoneknows him very well, even though he is a living legend in the fragranceindustry worldwide. Yves deChiris is a marketing consultant and one of the most respected names in theperfume industry. Direct descendant of the founder of Maison Chiris inGrasse (perfume family that represents what is "grassoise" for overtwo centuries) he is also one of the creators along with Olivier Cresp, of theworldwide success of Angel by Thierry Mugler.We were privileged to spend the day with Monsieur de Chiris at ourschool, Grasse Institute of Perfumery. We learned a lot from him. Here are someexamples of our discussions with the master:The importance of each markets culture whendeveloping a fragrance. For example, in the USA, where the market appearsto be more conservative, politically correct, the preference is for more freshand soft fragrance with green, fruity and floral notes. In France, where themarket is more sophisticated, eclectic, they accept more rich, floral, orientaland innovative (as niche and prestige) fragrances. In Asia Pacific, anothermarket ultra-conservative, the light and fresh fragrance with floral notes ismore successful.What is the secret behind the success ofthe famous Chanel no.5 which remains at the top of bestseller lists since 1921?According to M. of Chiris the answer relies on three words: Transparency,Respect and Continuity. Transparency +Continuity: Chanel has always maintained its own DNA coherent in theirlaunches, both fashion and fragrances. Transparency+ Continuity: The bottles of all perfumes always remained the same, reinforcingthe image of Chanel no. 5. Respect: Thequality of the materials in Chanel no.5 rich floral formulation is veryimportant. They incorporate the finest essences of roses (from their privatefields in Grasse), Ylang Ylang, Jasmine and Vanilla. Respect: Chanel no. 5 has never stoppedadvertising since 1921!Problems of the perfume industry today.The volume of sales and marketing became more important than thefragrance itself, so the consumer can be intimidated and get lost in a sea oflaunches. Today, brands are trying to reach everyone at once and basicallycover all olfactory directions. Volume does not mean prestige. One cannot beeverything at the same time and still be credible for the consumer. With therecent global financial crisis, consumers give more value for the money, theydo not allow making mistakes when buying a fragrance, for example. Communications need to be more