For the perfume connoisseur, that loves, follows and purchases specific scents, but also desires to start sharing the auras (ideally at a profit of course) with a personal line of products. If you`re one of those read on, as in this article we`ll cover what it takes to kick start your aromatic venture the right way.
From getting organised, to avoid any possible pit holes along the way, costs involved, advertising techniques, targeting niches and more. Practically, will set you in a prime position to reach your fragrant dreams!
How Much does it Cost to Start My Own Perfume Line?
First things first, money. As we all know, without it nothing can be done, and entrepreneurs are in different businesses not only for passion (hopefully) but also for the bling, the profit margin. Sounds crude and raw, I know, but it`s the plain truth.
In the perfume industry, we can quote what Arnold Zlotnik, renowned President and CEO of Alpha Aromatics said, “the average cost to launch a perfume line with a minimum of 200 bottles that are branded, packaged, filled and capped, you should be prepared to spend anywhere from $8,000 to $10,000 to do it professionally.”
So, there you go, the expense range is uncovered and your target and investment should be set accordingly. At this point it is important to calculate all the risk factors involved too, and preferably obtain an insurance cover.
Your Name is on the (Perfume) Line
The fact that you will be launching your own perfume line, means that your own name will be out there, and together with the fame which we augur you`ll eventually obtain, comes responsibility.
The product must be above all safe for consumers, the aroma comes in second place. It must follow a set of rules established by the International Fragrance Association (IFRA) and the European Union (EU), which we highly recommend for you to search and read, as it will take a separate article for us to cover them all here, but they are obviously important, boring but essential.
Avoid at all costs starting on the wrong foot, as perfumes or labelling could result as irregular or even illegal. Bad publicity won`t help you to grow your project, and we know that unfortunately negative advertising especially by word of mouth but also via social media can spread in a matter of minutes.
So, check and do your business plan well as part of your initial strategies. Remember to protect your business, and your name. Work in a way that your name is only linked with distinguished perfume consumers flock to purchase.
Advertise those Bottles the Right Way
Post blueprint, you are now set with a small production of perfume flasks which you obviously want to put on the market.
At this stage, you had already researched consumer trends, and by now you`re a firm believer of your product, what your perfume offers and for whom it is envisioned. If it is a cologne, or a simple scent with essential oils and natural bases which would appeal more to an older age group. Maybe it is meant for the younger clientele who might lean more towards celebrity-endorsed fragrances. Perfumes, like other products, will require you to niche down on specific demographics, thus obtaining leverage and best reach.
So, ready to promote, but which channel is best?
In this day and age, consumers are online shopping from the palm of their hands, via smartphones of course, and having a presence there it`s a must. If it`s too elaborate for you to juggle with production, administration, sales and now digital advertising, well engage an expert to cater for the latter.
To start with, a professional website works wonders. Consumers will appreciate the list of products on display, their colours, forms, packaging, what they represent, for whom they are intended, and also the interaction via bot chat or email. It is curious to note that if done well, this type of publicity will entice people to buy fragrances without smelling them!
This is also called sensory marketing, which will win you audience attention. Positively affecting the senses of your potential consumers, by enticing them with colourful images, video, lively music in the form of a jingle or a slogan which they will automatically link with your perfume, all this before they try samples and work their noses.
Cold mailing samples to specific vendors for example is another idea how to infiltrate in the sector, and creating possible collaborations. Networking with other merchants, will keep you abreast, focused and polished, sharing precious inside info, and learn from the veterans about their successes but also study any failed attempts they had encountered, to avoid them. This will open paths to retail stores too.
Apart from the website, you will want to make your presence felt also on famous digital platforms like Facebook, Instagram and YouTube to name the famous three. If done well, there`s a myriad of opportunities when considering the number of users who are regularly online.
Now, depending on which niche and age group you`re targeting, the marketable statements your perfumes represent must be obviously in line. The scent is for men or women? The fragrance is meant for morning or evening, and does it represent freedom, youth, passion, beauty, serenity or rebellion? Your expert will guide you on the best marketing design and strategy, from bottle to package to online video which will scream out that influential message.
Patience is Key
As experts will tell you, perfumes aren`t just created in one try. Creators are dedicated, even try their fragrances on their own skin for weeks and continue to tweak the product before it`s declared final.
Hard work in the labs will finally pay off in the form of a successful perfume, following which the witty marketing mechanism starts.
Trust this article gave you some food for thought to plan and persevere in your new business and brand, good luck!