Research on the Marketing Strategy of Perfumes of Luxury Brands  - Taking Dior and Guerlain as Examples

Zekai Wu

doi:10.54254/2754-1169/53/20230820

Research Article

Open access

Published on 1 December 2023

Download pdf

Wu,Z. (2023). Research on the Marketing Strategy of Perfumes of Luxury Brands - Taking Dior and Guerlain as Examples. Advances in Economics, Management and Political Sciences,53,168-176.

Export citation

Research on the Marketing Strategy of Perfumes of Luxury Brands - Taking Dior and Guerlain as Examples

Zekai Wu *^,1,

¹ Macau University of Science and Technology, Macau, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/53/20230820

Abstract

In recent years, the perfume industry has developed rapidly in the domestic market. For different brands, they will have their own unique marketing methods and strategies. This made this study curious because the perfume market in China is also gradually emerging, and many of China’s own perfume brands are beginning to emerge. I think the analysis of successful marketing cases of old luxury brands can help our brand and provide some marketing ideas and experience. This study can also take this marketing strategy as the basis to compare Guerlain and Dior’s marketing methods to find the possibility of mutual improvement and progress so as to make perfume marketing go further. At the same time, because perfume is a very subjective product due to the differences in culture and customs, this study can also properly analyze the differences between hot perfumes at home and abroad and whether the consumer groups who buy perfume are the same, so as to find a more suitable marketing method for the domestic market.

Keywords

consumer, scene marketing, perfume market, niche and luxury brands

View pdf

References

[1]. IMARC Group. (2023). Luxury Perfume Market: Global Industry Trends, Share, Growth, Opportunity and Forecast 2023-2028. [Online] Available at: https://www.imarcgroup.com/luxury-perfume-market

[2]. Statista Research Department. (2022, November 30).Women’s Guerlain perfume and eau de toilette ranked by number of users in France from 2014 to 2020. Statista. [Online] Available at: https://www.statista.com/statistics/442639/leading-guerlain-women-s-perfume-in-france-by-number-of-users/

[3]. Statista Research Department.Women’s Dior perfume and eau de toilette ranked by number of users in France from 2014 to 2020. Statista. [Online] Available at: https://www.statista.com/statistics/442633/leading-dior-perfume-for-women-in-france/

[4]. Tencent. (2021). Tencent announces 2020 fourth quarter and full year results. [PDF] Available at: https://static.www.tencent.com/uploads/2021/03/24/b02a6670e499fa9b1fac9a3e09753de7.pdf

[5]. Christian Dior. (2022). Annual Report as of December 31, 2022. [PDF] Available at: https://www.dior-finance.com/pdf/d/2/759/Dior%20Annual%20Report%20as%20of%20December%2031,%202022.pdf

[6]. LVMH. (2022). TRANSLATION OF THE FRENCH FINANCIAL DOCUMENTS FISCAL YEAR ENDED DECEMBER 31, 2021. [PDF] Available at: https://r.lvmh-static.com/uploads/2022/01/financial-documents-december-31-2021.pdf

[7]. Kantar. Eternal (2021). 2021 China Perfume Industry White Paper.

[8]. Kantar. Eternal (2022). 2022 China Perfume Industry White Paper.

[9]. Lecourt, M., & Antoniotti, S. (2020, August 27). Chemistry, Sustainability and Naturality of Perfumery Biotech Ingredients. ChemSusChem, https://doi.org/10.1002/cssc.202001661

[10]. Mensing, J. (2023). Perfume Trends, International Fragrance Preferences and Mentalities: Fragrance Preferences of Individual Markets in Comparison. In Beautiful SCENT: The Magical Effect of Perfume on Well-Being (pp. 319-335). Berlin, Heidelberg: Springer Berlin Heidelberg.

Cite this article

Wu,Z. (2023). Research on the Marketing Strategy of Perfumes of Luxury Brands - Taking Dior and Guerlain as Examples. Advances in Economics, Management and Political Sciences,53,168-176.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-153-7(Print) / 978-1-83558-154-4(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.53

ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).