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| All images credited to Casey Kelbaugh |
Allure Magazine Editor-in-Chief, Linda Wells, led distinguished panelists Daniel Annese, Global President, Aramis and Designer Fragrances at The Estée Lauder Companies; Alexandre Choueiri, President, International Designer Collections at L’Oréal USA; Linda Levy, Omni Group Vice-President/DMM-Fragrances at Macy’s, Inc.; and Jerry Vittoria, President, Fine Fragrances North America at fragrance house Firmenich, Inc., in a wide ranging discussion on the current state of the fragrance industry and how best to meet shifting consumer expectations.
While the discussion touched on millennials, the Latino customer, hits and misses, storytelling, the importance of the juice and more, the overarching message was the need to focus on the customer.
“Our biggest area of opportunity is the customer,” said Linda Levy, Omni Group Vice-President/DMM – Fragrances at Macy’s, Inc. “The customer is the focus and center of every decision that we make.”
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| All images credited to Casey Kelbaugh |
“It’s not one size fits all anymore,” added Alexandre Choueiri, President, International Designer Collections at L’Oréal USA, “Customers want to feel special”
The men’s category is seen as an area with growth potential.
“There is a significant percentage of users in North America who only use fragrances that are gifted to them,” said Jerry Vittoria, President, Fine Fragrances North America at fragrance house Firmenich, of men. “We need effective training tools to educate the consumer.”
Millennials continue to be a hot topic.
According to Daniel Annese, Global President, Aramis and Designer Fragrances at The Estée Lauder Companies – which has set up an advisory board of 500 millennials - “The best way to connect with consumers is online.” “But,” he added, “They need consistency in what they see. The experience online and in print should match what they are greeted with in-store.”
“What’s really different today is it’s all about the experience and it’s all about sharing,” added Linda Levy. “A review online means everything to a consumer.”
Choueiri challenged the panel not to think of it as a choice between online or brick-and-mortar. “We send samples out online,” he said, “but people are buying in-store.”
Fragrance Foundation President, Elizabeth Musmanno summed up the evening, “It is about the story, but it’s still about the juice. Ultimately, we need that juice to be fabulous.”
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| All images credited to Casey Kelbaugh |
The Fragrance Forum series in an opportunity for the fragrance industry to come together around topics and discussions that have a direct impact on the business.
“Part of our mission at The Fragrance Foundation is to inform and enlighten,” Musmanno said, “We are honored to have had such a distinguished group of panelists join us, whose breadth of knowledge and insight allows us to dive deeply into the issues surrounding the industry today.”
During Thursday’s Fragrance Forum, the Fragrance Foundation continued the long tradition of the fragrance industry giving back, raising money to benefit UNICEF – The United Nations Children’s Fund, which provides long-term humanitarian and developmental assistance to children and mothers in need.
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