A recent survey of more than 2,000 adults aimed at establishing some key fragrance-related facts yielded some interesting findings. For example, fifty percent of the women interviewed said they would never buy a perfume without trying it first. Now that’s not exactly shocking news, is it? I mean, how many of us would go out and buy perfume or aftershave without knowing what it smells like? Despite this, it seems that the fragrance industry as a whole does not seem to understand this obvious point, or if it does, it does not seem to think it is important.
This particular survey clearly emphasized the importance of ‘try before you buy’, particularly with women under the age of twenty-four. In fact, research conducted the previous year showed that up to eighty-eight percent of consumers select a fragrance based on smell rather than any other factor. So given these undeniable facts, why isn’t the fragrance industry providing more opportunities for consumers to try products? Surely, if consumers have more opportunities to try new fragrances, they are more likely to buy or it could be that the industry would prefer that we drive purchase, making our purchasing decisions based solely on the fragrance-evocative marketing that supports each product. In essence, they are not selling a fragrance, but the idea that wearing a particular brand will make you irresistible to the opposite sex, or will exude confidence like any celebrity they have gotten to promote it.
But as consumers, are we really that naive? Research seems to indicate otherwise, so maybe it’s time for the industry to embrace that fact and make fragrance sampling more accessible. Of course, we could all go to our local beauty shop or dedicated perfume store to try some of the limited samples available, but that’s not always practical. On top of that, to really try out a new fragrance, you can’t just go to a store and cover yourself in twenty different scents and then hope to make a decision on the spot. Perfumes evolve over time and change the longer they have been on the skin, so the ideal is to try them one by one, over the course of a few hours.
Occasionally new product sample vials are available in store or, if you’re lucky enough to find them, online, but those promotions expire soon. So what is the answer? One niche brand in particular, Ormonde Jayne, has come up with a smart solution. They sell something called the Discovery Set, which is made up of twelve 2ml mini sprays of each of their perfumes, along with a brochure that explains each scent. Not only is it a great way to discover the products, but it also makes a perfect gift. Some of the big brands have produced mini perfume sets, with selections of 10ml or 15ml perfumes, but they tend to be difficult to find and are not necessarily the most profitable ways to try new fragrances.
Sample vials are definitely the best way for consumers to try new fragrances, but the real challenge is how to get those vials into the hands of consumers. Obviously, there is a cost to producing sample vials, so it is not feasible to give away unlimited supplies, even for the big brands, but if the price is realistic, would consumers be willing to pay for the samples? A test perfume sample service conducted in 2009 by a UK-based online retailer seemed to indicate that consumers were willing to pay a small amount to try new products, so hopefully, over time As more perfume makers follow the example set by Ormonde Jayne and allow us to test new fragrances in the comfort of our own homes.