You deserve a PERFUME worth €1,000! – Podcast EP21

Or is PERFUME one big scam? In this Christmas special, we dive into a fascinating market with sometimes bizarre prices: perfumes. We discuss the difference between expensive and cheaper perfumes, the rise of niche, high-end perfumes, and of course the history of this precious substance. And why is it (sometimes) so expensive?

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Every two weeks a new episode about positioning with the main segment focusing on a special brand or market. Hema, IKEA, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.

Perfume Positioning: Le Labo, Dior, Chanel

Perfume! So nice to smell good and to have a truly personal scent…. Makes sense to spend a lot of money on it. Right…?

Well, that’s exactly what we want to find out.

The beautiful, deceptive and mysterious world of PERFUME

We dive with you and each other into the world of perfume. Perfume has existed for thousands of years and even the ancient Egyptians and Romans already knew how to make perfumes from all kinds of materials, animals and plants to mask their odors. We, from ‘Don’t be a penguin’, extensively discuss the history of this product which is widely present in our society, but as usual, we also take a few steps further.

We also discuss how the first perfume brands came about, synthetic scents versus natural scents, current perfume brands and how they navigate the landscape. We look at the positioning of established perfume brands released under well-known fashion labels such as Chanel, Dior, Comme des Garçons and many more, but also at new brands that claim to shake up the market, like perfume house ‘Le Labo’.

How do these brands position themselves? And what is good for you as a lover, consumer and buyer to know?

And what can we learn from the proven marketing techniques these perfume brands use?

And ultimately, we hope to have an answer to the question: are we being scammed or not?

Don’t be a Penguin

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