How Challenger Brands Turn Fragrance Into Consumer Permission And Exit Value
In part one of this two-part series on fragrance, I argued that the consumer industry’s sudden enthusiasm for fragrance benefits challengers more than incumbents. The reason: consumer permission. Larg...
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In part one of this two-part series on fragrance, I argued that the consumer industry’s sudden enthusiasm for fragrance benefits challengers more than incumbents. The reason: consumer permission. Large brands can build fragrance capabilities, but they cannot override 20-, 30-, 40-plus years of shelf placement with a new perfume brief. That takes time, ... The post How Challenger Brands Turn Fragrance Into Consumer Permission And Exit Value appeared first on Beauty Independent.