Look at the above still from a movie made in 1939. Barring wearing hats… can you imagine that we are still buying perfume from a business model that dates back over 70 years??? Dreadful. Why hasn’t it changed? I’ll tell you… because it works for the store and the perfume manufacturers but it STINKS for the client. When I look at my own collection of unworn perfumes, I immediately think of the perfume counter.
If I owned a perfume shop, you wouldn’t see any display cases, factices, boxes or bottles. NOTHING! I’m thinking of a neutral space with a couple of simple chairs and a coffee table to hold the scent strips. Spraying would be done under a ventilation fan in a separate room. And of course, there would be COMPLETE SILENCE so that clients could think!!!
A large poster would list the brand names that we carried in the store so that clients would know what they would be testing. There would be no competing SAs pushing their brands and clients would be able to veto brands based on past experience. No Givenchy? No problem!
Clients would be asked the following questions…
1. What are you wearing now and are you looking for something similar or different?
2. Would you consider wearing a man’s fragrance if you loved it?
3. What would you be willing to pay for a 50 ml. bottle (before taxes)…
a. $50 – $99
b. $100 – $149
c. $150 and up
d. Any price as long as I love it!
4. Are there perfumes that you know the names of that you like? What are they? What do you like about them?
Then we would start. Clients would then be given 3 scents with a code on each scent strip. Only the SA would know what perfume the code refers to. From their comments, clients would be given 3 more scents… it’s a little like the optician experience… “which is better, this or this? How about between these two? More like #2? Or more like #3? Less floral? Fresher? How about this totally different scent?” When we got to 3 or 4 “keeper scents” then we would spray on skin and wait. Clients could walk away and come back later or just hang around until they made a choice and then, and only then… would they be told the brand and perfume name of their favourite scent based on the code on the scent strip… no influences by brand or perfume name or fancy bottle… only scent! Codes at the shop would be changed periodically so return clients couldn’t figure out what they were testing. Of course, the success would depend exclusively on the SAs and their knowledge of the perfumes. They would have to know about everything we carry and be encouraged to test on their own skin.
What do you think? Could it work?
This idea has a copyright.