As we are compelled to confinement, deprived of the natural freedom to appear in society, once back outside, where part of our face will be hidden, perfume could once again become the best expression of our emotions and personality. How can brands provide offers adapted to these new ways of presenting ourselves to the world?
Stéphane Goret–Dervailly. shared his creative insights with us. International Marketing & Communication Director in the perfume and beauty industry, his mission for 25 years with Hermès, J.P.Gaultier, Elie Saab, Shiseido and today Maison Caron: to transform the creative vision of designers and AD into product reality.
Sandrine Maggiani: Once back outside, since the faces will be covered, what will be the role of perfume?
Stéphane Goret Dervailly: Perfume can once again become an emotional enhancer to continue exploring our relationship with ourselves, our intimacy, our well-being, and more than ever, to return to fragrance to seduce, to spark curiosity and desire in others.
S.M. How can the offer be redefined, when the trend is still on the ” standardization of fragrances, in line with a global seduction “?
S.G.D. By giving back to fragrances their natural virtues which have a power on our physical and psychic well-being. Soothing, energizing, the influence of scents from nature on our mood is undeniable.
Because each scent generates a particular vibration capable of evoking the memory of a positive, intimate and reassuring emotion, the fragrance must be at the heart of the creative strategy.
S.M. What makes a perfume stand out today, without going into personalization?
S.G.D. The distinctive characteristics that contribute to the uniqueness of the product. Fragrances that reveal an astonishing and radiant power, or on the contrary nostalgic, regressive and intimate. The challenge is not only to follow trends, but to follow creative intuition and conviction to propose true “signatures”.
Choosing beautiful materials, overdosing ingredients and floral bouquets that are unusual in perfumery. Give priority to addictive and reassuring scents that are close to nature. Brands that put fragrance at the heart of their business model rather than communication and packaging.
S.M. What changes in consumer behaviour should be taken into account for brands, and what offers could they make to stand out?
S.G.D. With consumers more aware of fragrances that reveal personality and emotions, brands could :
- extend their collections with original or exclusive creations,
- offer a perfume in an experimental dose to test the effect it produces on oneself and those around you.
- create more personalized scent associations by co-creating from existing ranges and ingredients by adding a soliflore essence, or even several notes.
Long-term confinement makes us more sensitive to scents. We will need to rediscover the pleasure of perfuming, to alternate the choice of fragrances according to our emotional state, our relationship to ourselves and to others, or the times of day according to our activities, because our movements amplify the scent.
SM : Despite these accelerated changes in habits, what in terms of practices will remain essential to the successful development of a brand?
SGD: Transparency, commitment and sustainability. Shorter channels, proximity production, particularly in Europe and North America. More responsible packaging. No longer relying on bottles and packaging, but putting your own history, convictions and generosity into the bottle.
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