Mood motivates fragrance purchases, Mintel finds
CHICAGO A woman’s mood is the biggest motivator when selecting a fragrance, according to recent research by Mintel.
According to Mintel, a consumer research firm, more than half (54%) of female fragrance users decided what fragrance to use based on how they were feeling. The second most popular decision factor (at 31%) was what activity (work function versus personal outing) they were doing. Meanwhile, 26% of users decided fragrance purchase based on the time of day, and 25% decided based on what they were wearing. Women ages 45 years and older tended to wear one fragrance, or a signature scent — so they were less likely to base their choice on their clothing or mood.
Motivations for fragrance purchase also differed, but the clear favorite, according to Mintel, was in-store samples. Sixty-nine percent of fragrance owners said they were motivated to purchase a new fragrance based on samples they tried in store, while 26% cited a recommendation from a family member or friend as the impetus behind a new purchase.
“Women have to experience a scent to make sure it’s appropriate, as there aren’t many objective criteria they can use to test smell,” stated Kat Fay, senior beauty analyst at Mintel. “Female consumers often [said] that a fragrance smells different on their skin than it does out of the bottle, so trying an in-store sample increases the likelihood that they’ll still be happy with their purchase once they get it home.”
For women who don’t wear a fragrance, 28% said they had no interest in using them, 20% said they were allergic and 14% said they had yet to find a scent they liked.
Latest BrandSaver coupon booklet features ‘Have You Tried This Yet?’ products
CINCINNATI Building upon its “Have You Tried This Yet?” campaign, Procter & Gamble will release its P&G BrandSaver coupon booklet this weekend that includes savings on products featured in the campaign.
The money-saving booklet, which offers more than $113 in savings, will be included in newspapers reaching more than 57 million homes across the country and features coupons from many P&G brands, including Tide, Pringles, Charmin, Head & Shoulders, Olay, Crest 3D White, Bounce and CoverGirl. Most coupons are valid until Nov. 30.
The “Have You Tried This Yet?” is a multipronged campaign that P&G kicked off last week. As part of the campaign, P&G also opened to the public on Oct. 22 an interactive pop-up store in New York to drive awareness and product trials.
P&G: Expanding Connect + Develop program will boost business
CINCINNATI Procter & Gamble is looking to expand its open innovation partnerships, which would triple the impact of its Connect + Develop open innovation strategy.
Connect + Develop, which was launched nearly 10 years ago, enables the company to share research and development, commercialization and brand strength worldwide, so great ideas can arrive on the market and to consumers in a timely fashion, according to P&G’s website. By tripling its open innovation work, P&G said Connect + Develop would garner $3 billion toward the company’s annual sales growth.
The announcement came just days after the company reported its strong first-quarter earnings.
"Connect + Develop has created a culture of open innovation that has already generated sustainable growth; but we know we can do more," said P&G chairman, president and CEO Bob McDonald. "We want the best minds in the world to work with us to create big ideas that can touch and improve the lives of more consumers, in more parts of the world, more completely."
Innovations that have spawned from the Connect + Develop program include Swiffer dusters, Olay Regenerist, Tide Total Care, Mr. Clean magic eraser, Clairol Perfect 10 and the Oral B Pulsonic toothbrush.
"Connect + Develop opened our minds and doors to external collaboration. It changed our culture from ‘invented here’ to ‘partnering for greater value,’" said chief technology officer Bruce Brown. "With these new goals, we are taking C+D to the next level. We are looking to ensure that we’re not just delivering more partnerships, but greater value through our partnerships. We want collaboration that creates innovation across all our business operations, from product development to logistics."