Emotion – Nathaniel Davis

Cosmetics Design Europe Interview: Fragrance Marketing Must Consider Consumer Emotions Says Expert

I am delighted to be Interviewed for Cosmetics Design Europe. Full article here

“The fragrance industry is well placed to give relief and help people back to “normal” after a plethora and uncertainty and difficulty this year.”

“People during quarantine have either been working very, very hard because business models have been changed, and some of these people have been very busy and not been taking time for a lot of self-care. Some people have been put on a kind of pause and gone more towards self-care and rituals but driven both by anxiety, fear, sense of loss (…) and they’ve been using products that are then going to get them back onto an even keel. And in fragrance, we’ve been doing that for years. The fragrance industry is well placed to give relief and help people back into ‘the normal’,” he said.

The full story is here by Kacey Culliney

🎯Here at Nathanieldavis.mc, I understand how important your training can be to advancing your career.

I also know that your training should be affordable, engaging, and professionally valuable.

That’s why I have designed an online Fragrance, Flavor and Sensory Training that is comprehensive and challenging, plus highly flexible for your lifestyle.

When you learn at NathanielDavis.mc you are making a great step to improve your professional value and set yourself for the best current and future fragrance and flavor opportunities.

Mood and Food: NPD Adapting To Generational Shifts

Perfumes and Flavorists need to be aware of what exists in the mind of the market at that time. It’s constantly shifting. Consumers, were once happy with either healthy food or great tasting food. Now they want both. They are increasingly demanding. They want sustainability, they want natural and clean label and less sugar.

A better understanding of sensory marketing and the role of emotion in fragrance and flavour in NPD can help them better adapt to these shifts as new products typically have 80-90% failure rates. Trying to reduce that figure is important, especially for new brands. And for people to get an emotional attachment to a brand, it’s got to be as quick as possible. So if you can remove any hindrance, so much the better.

Full article by Oliver Morrison in Food Navigator here.

Learn More

🎯Here at Nathanieldavis.mc, I understand how important your training can be to advancing your career.

I also know that your training should be affordable, engaging, and professionally valuable.

That’s why I have designed an online Fragrance, Flavor and Sensory Training that is comprehensive and challenging, plus highly flexible for your lifestyle.

When you learn at NathanielDavis.mc you are making a great step to improve your professional value and set yourself for the best current and future fragrance and flavor opportunities.

Fragrance Descriptions for Teens…Good, Better and Best (part 2 of 2)

In the first part of this post we looked at right now how a massive shift in the lexicon of language and emotion description has occurred. This is especially important for young people in their teens. You should read the first part of this post for a greater understanding of the problem. Which is, in a nutshell, that fragrance descriptions are currently depended on highly sophisticated language which is not accessible. In order to communicate quickly, effectively and especially engagingly we must think unlike bygone times.

The Best

Inspired by football. A classic example of using pre-existing cultural symbols. A lesson in semiotics was in the development of the red card system of football matches. Yellow is a booking. Red means you are off for an early shower.

The idea of using language-neutral coloured cards to communicate a referee’s intentions originated in football, with English referee Ken Aston. After the 1966 quarter-finals between Argentina, newspaper reports stated that the German referee Rudolf Kreitlein had booked Bobby and Jack Charlton, and sent off Argentinian Antonio Rattan. Though all of this was oblivious to all those that were playing as communication had not occurred. Players, spectators and journalists where bewildered. The referee had not made his decisions clear during the game.

This incident started the referee Ken Aston thinking about ways to make a referee’s decisions clearer to both players and spectators. For Ken Aston, his question was how could you play the World Cup between different countries when the referee couldn’t make himself understood to the players?

“While I was driving the light turned red and I thought, ‘Yellow, calm down and red, stop, go out.’”

Aston realised that a colour-coding scheme based on the same principle as used on traffic lights?. (yellow – stop if safe to do so, red – stop) would transcend language barriers and make it clear that a player had been cautioned or expelled. As a result, yellow cards to indicate a caution and red cards to indicate an expulsion were used. As Dave Trott said “That is real semiotics: communication without words.” ^[6]

Key Questions

How can we make ourselves understood to teen consumers with their new language?
How can fragrance marketeers (like referees) transcend the problem of languages for international consumers and their level of comprehension?

Solution…We have the best cultural lexicon at our teen’s fingertips—emojis! I have used one emoji for the aroma (Smells – Left) and an accompanying emoji for emotion (Feels – Right).

Fragrance Descriptions More Suitable for Teens

?Smells+Feels for Teens

Can you decode this one?

This is Fahrenheit by Christian Dior:

“An odd, wild, Petrol masculine start gives way to a then comforting floral quirky, feminine accord. With green chypres, wrapped with prominent leather and woods the final ending reminds of the great outdoors.”

My Method

Via the use of an Aroma Signature. It is created by decoding the emotions and aromas consumers find, then I wrote a fragrance description. Then I locate the one key emotion and the aroma that drives this emotions.

Applications beyond Marketing…This format is ideal for training retail duty free sales staff who quickly have to come to terms with thousands of fragrances, you could provide them with as summaries of the key accords, rewards and Need States in this format. Moreover, I also suggest that emojis make interesting puzzles for consumers to decode for advertising.