12 Mar ESXENCE welcomed hundreds of niche perfume brands
Last year, we are invited as professional visitors to attend ESXENCE in Milan with hundreds of niche and craft perfume brands from the world.
80% of exhibited perfume brands are with strong focus on individual expression while 20% of perfume brands are comparably mature and ready-to-launch internationally in terms of their perfume design and innovative expressions.
Brands from Europe and Middle East are up to 80% and both very consistent in the way of composing the scents, however the brand identities and packagings, which usually bear the passion and love of founder, are way much different from each other. The exhibited perfume brands of Asian founders are distinctive in their way of composing scents as well as brand building. Asian founders adopt up to 60% a more tender accords and spiritual elements, whereas innovation of Europe and Middle East founders are more technology and art driven.
The modern technologies and openness of the Essence Giants have allowed the niche and craft brand owners to test and create new accords that are never tried and used by commercial perfume brands and fashion houses. We are very happy and excited to have identified a few accords of new innovations from the essence houses ready to launch. Also for being unique, some founders spend huge cost on bringing new coating technonogies on perfume bottles. With the joining of sculpture artists, the packaging design has enjoyed a furturemore breakthrough.
Niche brands are no longer remaining small and regional. With the growing maturity of global perfume consumers and their preferences of being unique, niche brands are eager and open to be seen aboard. Even with brands born in recents years or months, founders are open to be discuss their oversea journey in near future.
ABG's Exsence Journey
Having had TWENTY FOUR scheduled appointments with individual perfume owners and being in contact with their marketing managers, we are lucky enough to have identified a few accords of strong identities as well as brands with market potential in Greater China following an Altura Brands Group (ABG as below) approach in assessing market potential for niche and craft perfume brands in Greater China.
The ABG Brand Assessment Approach
The ABG approach adopts a combined assessment of brand potential and brand willingness by using scorecard methods covering accords, brand image, brand positioning and VOCs (voice of consumers) etc. Furthermore, the target consumers and their seeding/shopping locations are the bases for this assessment.
