Communication Tips for Indian Fragrance Homegrown Perfume Brands
India’s Fragrance Market has historically been known as a country fascinated by fragrances with a plethora of fragrant trees and flowers – from lilies in the north to Champa in the south, and Jasmine grown across its corners, India has always placed social and cultural significance on scents and smells. Items such as sandalwood, saffron, and camphor were considered, from early medieval times, as a sign of wealth, prestige, and luxury.
In modern times, fragrant-related products in the form of perfume, colognes, and deodorants have gained distinction as essential personal care in the recent years and there are in numerous brands which have come up with their own range of products.
With higher disposable incomes to the modern Indian, there are large brands and varieties of these products to select from. Additionally, there are several new players that have entered the market, creating a plethora of options. This has created competition among the brands, each trying to outdo the other. A holistic communication for fragrances and aroma is crucial, partially as the sector is mounting and partly for the home grown brands to compete against the established players. The marketing of fragrant products involves more than vending an aroma. To successfully market a fragrance, one must tap into human psychology and link the brand with an anticipated abstract idea, such as passion, femininity or masculinity. Not only that, brands should identify the tastes and preferences of their consumers and tailor their products accordingly. Hence, communication would be crucial for attaining the same.
How do you attract customers to perfume?
Listed below are a few communication tips for homegrown perfume brands
Strong Narrative
Prior to designing their communication campaign, brands must identify their unique related to their fragrance. There are several messages that can be associated with the brand, such as confidence, excellence in sports, freedom and independence, youthfulness, beauty, rebellion, and happiness among others. Brands need to identify their target audiences and segregate their products accordingly, enabling them to deliver their selected clear message to them.
Create an appeal
Appealing to the sense of aroma, comes with several constraints. Brands can create an appeal for their products, only if they successfully captivate the minds of the consumers. A captivating image, voice-over, and storyline can go a long way in print, video, and web advertisements. Several established brands use celebrities, models, music, and slogans to help influence customer’s consumer’s interest.
Influencers Marketing
New-age media presents a plethora of options for promoting new products and services. Influencers are personalities with significant followers, who have the capability to influence consumers. Brands can tap into the captive audiences of online influencers on YouTube, Instagram, and Facebook by providing a promotional bottle, which the influencer can review or feature in an image or video.
In-Branding Activities and Product Placement
Brands can also get in touch with OTT shows, Web Series, and Daily Soaps to feature their product in their shows. Additionally, brands can place or get their products reviewed by journalists, which will get featured in fashion, beauty, and lifestyle magazines and online portals. Not only would this help the brand gain credibility, but would also enable visibility to its right set of target audiences.
Several homegrown perfume brands are now breaking the stereotype and trying to raise the bar for Indian Fragrances. India is a place of fragrances, be it ittar, or flower-based incense and aromatherapy. Each of these have existed for thousands of years, but it was subdued by the sophisticated, marketing-driven, branded western perfume industries. A robust marketing strategy can certainly help homegrown Indian brands to compete with the big players and create their own identity.
Why Scenic Communication?
DIGITAL PR & MARKETING SOLUTIONS FOR INDIAN STARTUPS AND BUSINESSES
We have created a distinctive advantage by giving holistic and Integrated Marketing Communications solutions to our client’s needs. Best PR Agency in Mumbai – Scenic Communication, therefore takes pride in not only providing effective public relations solutions to a brand but also with its girth, width and penetration, provide integrated communications solutions to the brand objectives of a client. With our strategic alignments and specialists on board we have geared innovation and value creation into all aspects of Brand & Reputation building. Having had domain expertise in multi-dimensional categories like – Corporate & Finance, Education, Real Estate, Infrastructure, Automobiles, IT & ITES, Government Development Boards, Tourism & Hospitality, Retail, FMCG, Fashion and the Entertainment industry; we provide innovative communications programs that focus on tangible business results.
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