tag:blogger.com,1999:blog-3792393342962796253.post4206921905803937145..comments2024-03-29T05:13:21.130+00:00Comments on Perfume Shrine: Perfume Marketing & Prices: A One-To-One with an Indie Player, Tauer PerfumesPerfumeshrinehttp://www.blogger.com/profile/06222733129203280662noreply@blogger.comBlogger52125tag:blogger.com,1999:blog-3792393342962796253.post-26352853737481228742017-11-09T21:50:03.160+00:002017-11-09T21:50:03.160+00:00Hi there! Quick question that's totally off to...Hi there! Quick question that's totally off topic. Do you <br />know how to make your site mobile friendly? My weblog <br />looks weird when viewing from my iphone. I'm <br />trying to find a template or plugin that might <br />be able to fix this issue. If you have any recommendations, please <br />share. Many thanks!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-76137752547520369942014-09-09T13:17:45.676+01:002014-09-09T13:17:45.676+01:00Additionally, I need to point out that Andy in par...Additionally, I need to point out that Andy in particular has noted that already elite buyers are buying the flacon (this is the reason sparking this interview in the first place) and the entire niche market works on this principle; I don't see anyone lowering their prices, they're all increasing them. Odd, eh? Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-17859580540479844962014-09-09T13:14:24.935+01:002014-09-09T13:14:24.935+01:00Anon,
I think you're losing the whole point o...Anon,<br /><br />I think you're losing the whole point of this. Please (re)read the comments above. <br /><br />I think people that are trying to explain this mathematically do not approach it from a business point of view. Let me explain. <br /><br />The total revenue might be less compared to without the decant customers, but the loss of customers because their itch shall be scratched for Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-71985808344734042062014-09-08T05:19:22.764+01:002014-09-08T05:19:22.764+01:00There is no value in losing decant customers. If y...There is no value in losing decant customers. If you have 100 customers, and you cut out 10 of them, you now have 90 customers. Period. You have reduced your revenue by 10%. Nothing about that improves a perfumer's ability to 'pay the bills'. It seems the idea is that by cutting out the poor slob who wants a decant, it will attract another elite buyer who cares about the flacon. If Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-57658428067390287692013-10-31T07:32:03.328+00:002013-10-31T07:32:03.328+00:00[continuing from above]
Furthermore, contrary to ...[continuing from above]<br /><br />Furthermore, contrary to a Braque or a Miro, perfume is worn and therefore has the potential to be an accessory rather than something to admire and analyze in a museum. It's a worn commodity and as such it has tangible value. <br />But if we claim that perfume is the same as a Braque or a Miro on artistic terms, then -as I said above in some reply- how can Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-77484554798163519282013-10-31T07:31:44.987+00:002013-10-31T07:31:44.987+00:00Martinus,
fascinating commentary and thanks for t...Martinus,<br /><br />fascinating commentary and thanks for the nice words on the article/interview. I thought it was an important point to be made. <br /><br />You're right that there is a discrepancy among the reasons and rebuttals in the discussion. People want to be on Andy's side (EXACTLY as you say, spot on!) because they genuinely like him and his work (and his business ethics as Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-12670349997297446822013-10-31T07:04:04.637+00:002013-10-31T07:04:04.637+00:00Lavanya,
thank you for your comment and sorry abo...Lavanya,<br /><br />thank you for your comment and sorry about being late in replying. Just saw this. <br /><br />As you say marketing sometimes works and sometimes it doesn't: the promo part should have reference to the price, place and product parts and sometimes it does not. Besides that, the promo is sometimes conducted as if it's aiming at two different audiences. This is what Andy Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-79481849794157049562013-10-31T06:28:20.320+00:002013-10-31T06:28:20.320+00:00A marvellous post and a thoughtful discussion. Gre...A marvellous post and a thoughtful discussion. Great stuff, and sincere thanks to PS and Mr. Tauer for getting involved with the comments and offering clarifications, addenda &c.<br /><br />There's a contradiction at the heart of this that I think drives this discussion, with people making similar points and similar rebuttals to those points. <br /><br />The contradiction is this: Martinus Scriblerushttps://www.blogger.com/profile/03796707258344569405noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-355292469728111712013-10-22T22:25:17.942+01:002013-10-22T22:25:17.942+01:00Interesting interview,Elena!
And of course market...Interesting interview,Elena! <br />And of course marketing is an integral part of the whole experience. Whether the marketing 'works' or not is of course a whole other question (sometimes it does and many times it doesn't. For me that is. But I understand that I am not the target or representative buyer). And as Andy points out in one of the comments- 25% is a pretty large percentage Lavanyahttp://purplepaperplanes.wordpress.comnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-1152073300439454922013-10-17T12:29:48.065+01:002013-10-17T12:29:48.065+01:00felicia,
I hope your business will go very well i...felicia,<br /><br />I hope your business will go very well indeed, and I know that reading all the people's comments here is a valuable lesson for your business. So take note! :-D<br /><br />Andy is a great example of a perfumer who is both keen on providing something that reflects his own values, but also with a keen eye on the reality of the business. He's not onto cloud 9, up there in Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-25180675132306447982013-10-17T12:27:35.264+01:002013-10-17T12:27:35.264+01:00Kuromi,
I promise to report on actual research co...Kuromi,<br /><br />I promise to report on actual research conducted if I find it. There are reports that only the luxury and niche segments of the business are growing exponentially so it's natural that all brands are now positioning themselves as niche, even when they do not necessarily the quality criteria. <br /><br />Now, on to your comparison between more bottles sold to $ customers to Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-12050961732627223352013-10-17T12:13:44.636+01:002013-10-17T12:13:44.636+01:00Anon,
thanks for your comment and I can say that ...Anon,<br /><br />thanks for your comment and I can say that this unpleasant truth requires some cojones to share, so kudos to Andy for being so candid (and for being one who respects perfumistas). <br /><br />The "perfume is art" bandwagon was designed specifically to obliterate this very aspect of perfume niche. I think it was a scheme that stuck (there was a lot throwing on the wall Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-62673200951357520052013-10-17T12:11:31.955+01:002013-10-17T12:11:31.955+01:00Ricky,
thanks for chiming in and your nice words....Ricky,<br /><br />thanks for chiming in and your nice words. <br /><br />I have found that many decants I have had over the years either evaporated or turned. It's a disappointing fact of decantage, but true enough. <br /><br />Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-20720295797500625692013-10-17T12:10:41.529+01:002013-10-17T12:10:41.529+01:00Zazie,
as you succinctly say, it varies according...Zazie,<br /><br />as you succinctly say, it varies according to brand. <br /><br />Diptyque is an interesting example, because it was the proto-niche, in fact the prototype of niche when it began. It did take on a life of its own later on with the candles of the "rich and famous" though which were reported on all glossies, so people have a different undestanding of the brand than, say, Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-50646549038584540722013-10-16T23:30:19.678+01:002013-10-16T23:30:19.678+01:00Very nice interview. As a niche perfumer beginnin...Very nice interview. As a niche perfumer beginning her foray into sales and marketing, I really appreciate Andy's very balanced perspective: realistic both about the need for marketing, as well as about the desire we might have to avoid it and the faint-though-real possibility of being able to avoid it! I also really appreciate his ability to continue to assert that true quality doesn'tFelicia S.noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-9960298278110090612013-10-16T01:25:16.175+01:002013-10-16T01:25:16.175+01:00I would agree that we perfumistas are a small but ...I would agree that we perfumistas are a small but important percentage of overall sales. It would be interesting to see some market research on this topic. Also, on the topic of how splitters impact overall sales. I would not be surprised to find that we are orders of magnitude more influential than the average walk-in consumer. We share. We talk passionately about perfume. We blog! We Kuromihttps://www.blogger.com/profile/15534991996437675040noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-47673046801085882382013-10-16T01:14:08.490+01:002013-10-16T01:14:08.490+01:00Wow, a very interesting article, and the candor of...Wow, a very interesting article, and the candor of Andy is really appreciated.<br /><br />I have always been a perfume lover but only became a "perfumista" over the last several months, and am saddened but grateful to now be disabused of my knuckleheaded romantic idea that this is an art form, and not merely an industry, mainly concerned with the 'flashbang' that will sell the Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-78132908933512098542013-10-15T21:09:40.292+01:002013-10-15T21:09:40.292+01:00Wow, this is a really interesting topic. I agree ...Wow, this is a really interesting topic. I agree with Andy's perspective. I am lucky enough to own 3 bottles of his perfume and I must say that part of the experience is opening up that gorgeous box and taking out the beautiful bottle, watching it glint in the sunlight, read Andy's charming note and then spray with abandon. And I am using all my niche fragrances at a pretty good clip- rickyrebarconoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-74346008186962720932013-10-15T19:57:10.365+01:002013-10-15T19:57:10.365+01:00Andy and Elena, thanks for the discussion.
20% su...Andy and Elena, thanks for the discussion. <br />20% surprised me as a high percentage of a cake. No business owner would want to cut that slice out, but as Andy pointed out, I imagine the share of perfumistas in Dyptique sales is much lower than that, as it strongly depends on the brand, its distribution channels and its marketing strategy.<br />But I want to discuss with you something: say you Zazienoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-72788803531140340272013-10-15T18:47:43.455+01:002013-10-15T18:47:43.455+01:00Wow. so many comments! Great.
A reply for Sabina. ...Wow. so many comments! Great.<br />A reply for Sabina. This number is of course a well educated guess, very well educated guess I might say. It is probably very high for my brand, much higher than for others. It is based on my sales figures: How much do I sell to which retailer/distributor and the discussions with them. I ask them regularly who their clients are: Perfumistas, or clients who just Andyhttp://www.tauerperfumes.comnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-57452841247382481742013-10-15T16:40:44.211+01:002013-10-15T16:40:44.211+01:00Chamekke,
thank you for commenting and what an ho...Chamekke,<br /><br />thank you for commenting and what an honest comment that is. <br /><br />I think the bottomline is this:<br />Perfumistas care about the juice only.<br />Perfume gets massively bought by non perfumistas. <br />Ergo perfume will increasingly cater to the needs of non perfumistas, which involves anything BUT the juice. <br /><br />Tauer can be absolved from above cynical Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-30078858915033236712013-10-15T16:16:10.733+01:002013-10-15T16:16:10.733+01:00I understand Tauer's wish for consumers to hav...I understand Tauer's wish for consumers to have the full experience he has crafted, that this is something he cares about as a serious parfumeur, and that he feels our buying a decant (or samples) undermines the careful selection of the flacon etc.<br /><br />But Tauer's "full experience" is fleeting and ultimately not that important, because what we are going for is the stuff Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-51023250333160789292013-10-15T13:26:24.912+01:002013-10-15T13:26:24.912+01:00Stephan,
thank you so much for taking the time to...Stephan,<br /><br />thank you so much for taking the time to comment and excellent question I might add! <br /><br />I't not a perfume creator but allow me to reply in what I believe is the way a perfume creator might be thinking about this. It's not a question of mow many mls (i.e. how much?) but a question of form (i.e. official sample or someone is "splitting" their bottle toPerfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-42699063821550712942013-10-15T13:18:56.620+01:002013-10-15T13:18:56.620+01:00Thanks for the enlightening aspect of this intervi...Thanks for the enlightening aspect of this interview. But I'm missing one definition in this discussion. At what ml size does a sample become a decant? I'm very grateful to be able to get to know different scents by buying what I perceive as samples. When I have no clear idea of what to expect, I'm going for the 1,5 ml size spray head vial. If I'm confident that this could be veryStephannoreply@blogger.comtag:blogger.com,1999:blog-3792393342962796253.post-49543124041660166662013-10-15T10:58:10.468+01:002013-10-15T10:58:10.468+01:00Sabina,
it's based on the reports on the Tau...Sabina, <br /><br />it's based on the reports on the Tauer distribution channel (just imagine! If Tauer is bought by 3/4 by $$$ yielding folks with no "education" re: perfumes, what happens with Kilian, Malle, amouage and all the rest???)<br />BUT it's also corroborated by an esteemed distributor for the US market who operates quality niche brands. I honestly believe the % for Perfumeshrinehttps://www.blogger.com/profile/06222733129203280662noreply@blogger.com