Procter & Gamble : Multi-Brand Fragrance Environments A new approach to fragrance retailing

  • Context

  • Fragrance retailing in Asia is a commodity-driven industry where shopper engagement is low and price-driven promotions are high.

  • Challenge

  • The task was to create a single space to house multiple brands—both "premium" and "luxury"—and to create a feature experience that would anchor the brands to the space. The solution aims to leverage the collective strengths of the brands with a cohesive umbrella look and feel.

  • Solution

  • FITCH created a common furniture framework that could be customised to reflect the distinguishing visual features of each brand. The focal point of the counter is the "fragrance bar"—a tester bar where shoppers can browse, test or consult with assistants to find their ideal fragrance. The counter delivers a high-involvement, consultative retail experience that is common to cosmetics and skincare counters, absent in fragrance retailing and increasingly expected by the department store shopper. In so doing, the Fine Fragrance concept uses consumer-centric insight to change the way that fragrance is merchandised and sold in department store environments.

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