At the end of June I was invited to Esomar’s Fragrance Conference in Cannes to speak about Fragrance Insights: The Role of Research “Fragrance Co-creation”. It was a seminal moment not just in the Conference’s 3 year history but also for the industry as a whole. It was the first time a fragrance had been co-created with consumers. And it was the first time that key players in the industry were going to hear an example that was about to happen as opposed to one that had happened years before. The example I refer to and shared with delegates is the co-creation of the next Axe Variant and its fragrance to be launched at the end of this year. You may have already heard about it, it has started to receive coverage in the media.
My talk was received with a combination of shock, enthusiasm and genuine applause. Shock because the “fragrance” industry is renowned for their scepticism of the consumer when it comes to creating new scents. They see themselves as the experts so consumers need to be told what makes a good fragrance. Enthusiasm and applause because the idea of 16 young Axe/Lynx consumers co-creating a global brand fragrance was groundbreaking. Some more than others had clearly been crying out for more consumer creativity and involvement. Suddenly there was a process and a live example of how to do it being presented to them.
In the Q&A panel debate afterwards there were 7 or 8 questions directed at me rather than the other speakers and the topics they had covered in their talks – one important measure that you have properly engaged the audience. The other is clients giving you work off the back of public presentations. This happened twice within a week of the Conference finishing – 2 more major multi-nationals are now enjoying the benefits of co-creation.
Check out the presentation I gave at the Esomar fragrance conference below:
