Dank fragrance descriptions are an important part of our marketing communications. Don’t worry if you didn’t know the word Dank— a teen word used to describe something that is considered good. They are at the forefront of a seismic linguistic shift. In order to reach teens with our descriptions we require a new means of writing fragrance descriptions. However, my research has highlighted that a Graduate Level Language of English is required in order to read some Perfume Descriptions.
Within this two part article I suggest for teens we reduce the number of words contained in olfactory descriptions. Turning instead to using a system of commonly held cultural icons instead. In the spirit of both perfumers Christophe Laudamiel (transparency.[1]) and Sophia Grojsman (simplify[2]*) I propose a clearer and more effective method for fragrance descriptions. I look at the Good, Better and Best Fragrance Descriptions for Generation Z [3]. To use a lexicon that already communicates commonly held emotions, flavours, beliefs and occasions—namely emojis.
The Problem
Our goal as fragrance marketers is to communicate what the key fragrance benefits are. Sophia Grojsman succulently said:
“I like to create fragrances that make a woman feel happy and beautiful”
In marketing speak we like to communicate this. Via telling a fragrance’s:
- Emotional Reward
- Suitability to most important Need States
- How it supports Identity
- Wrapped in a clear and understandable and desirable Fragrance Description
Yet reaching Generation Z who are so comfortable with technology and social media has led to both massive struggles for old strategies of business and gains for new approaches in the beauty space[4]. This is heading our way now in the fragrance category. To ensure we reach and bring new people into this category we must as perfume marketeers communicate in a way that connects, engages, imparts truth, is memorable and is applicable to the situation and needs of the consumer. We must relate to and meet young consumers where they are and transport them to where they are going or wanting to go (via emotional, self-image/thought or projected self-support). Or even pure good old fashioned pleasure!
Let us first look a in store Duty-Free Fragrance Description.
I like how it uses both scent terms and emotions here. For example,their combining Tuberose with sensuality* (see below). However. I have used an online analyser in order to calculate the difficulty of this text. It has a College Graduate and above reading level. This means our shopper would require a UNIVERSITY EDUCATION OR ABOVE! in order to decide whether to buy this. (Linsear Write Formula =17[5] )
Wild and Crystalline waves in their marine power exalt the Mint and Laurel Oak sense, which enhance the frozen soul. Head
Tuberose sensuality*, refinement and grace of Gardenia, fruity transparent and almost unripe shades of melon, to hide between the flowers and red ribbons of Carnation. Heart
Cardamon to leave the shiver’s remains Pink Berries, Vanillin, Musk, Dry woods. Base
This marketing material is from an Eastern European Duty-Free Shop—where English is not the primary language spoken, plus we require consumers hold a degree level education and know English fluently. While this might appeal to those with highly sophisticated linguistic abilities we exclude both younger-mid teens and native language speakers.
The Good
Here we are on board with Easy Jet. Perhaps more our Generation Z demographic. Are they hitting the right note?
Yes, it is far better. Again using the same online text analyser. Even though it has a Reading Level of still “difficult to read” it is a lower Reader’s Age of 5-17 yrs. old (Tenth to Eleventh graders).
I still think we have some way to go.
For new consumers entering the category, this is confusing. In order to grow sales, we must be remove barriers and language is a sticking point.
