Market Research of Fragrance

We were given a task to conduct research around Nottingham on perfumes. We decided we wanted to create a home fragrance and aim it at the target audience of the male consumer. We found a few ideas that we thought would be good, such as it being a spray fragrance, maybe in the form of a 'paper weight' so that it is disguised. Maybe adding gadgets or humour into the product. We came to the conclusion that if we are working to make a product for straight males then it would be a good idea to work with an already existent brand i.e. Hugo Boss, Ralph Lauren or an Interior company. If we are going for the gay males then we could create our own niche brand. We are however are going to create questionnaires to hand out to males to get there opinions. As we already know some male consumers we are aware that men do use fragrance and house fragrance things such as pot-pourri.

In Jo Malone they said that there most popular fragrance for men was the Citrus smells. Also most males packaging seems to be black, blue and red. The bottles seem to be square or rectangular. Also following themes of sport, army and exercise (energy).