The Power of Selective Distribution:
Selective distribution entails carefully curating the channels through which a product is sold. For Natural Perfumers, it means opting for a more discerning approach to reach their target audience. By entering selective distribution, Natural Perfumers can regain control over their brand image, maintain higher price points, and appeal to customers who seek authenticity, natural products and true craftsmanship.
Positioning as Certified Natural Perfumers:
One crucial aspect of selective distribution is positioning oneself as a Certified Natural Perfumer. By obtaining certification and adhering to strict standards, these artisans can differentiate themselves from mass-market brands. Adding the logo of the International Perfume Foundation (IPF) to their packaging serves as a symbol of their commitment to natural ingredients and craftsmanship. This certification not only enhances credibility but also provides consumers with the assurance of quality and authenticity.
The New Luxury Code:
To thrive in the realm of selective distribution, Natural Perfumers must embrace the New Luxury Code. Luxury is no longer solely defined by high price points or exclusivity; it now encompasses authenticity, sustainability, and transparency. Natural Perfumers should communicate their brand values effectively, highlighting the use of natural raw materials and the meticulous craftsmanship that goes into creating their perfumes. By doing so, they connect with discerning consumers who appreciate the true essence of luxury.
Embracing Higher Price Points:
Natural Perfumers should release the misconception that they must compete with famous brands by offering lower prices. Instead, they should embrace higher price points that reflect the value of their authentic and unique creations. A 30ml bottle of their perfume should be positioned between $200 and $300, or the equivalent in Euros. By pricing their products accordingly, Natural Perfumers reinforce the perception of exclusivity, quality, and craftsmanship.
Building an Exclusive Presence:
To establish a strong foundation for selective distribution, Natural Perfumers should first focus on building their online presence. A well-designed website and a compelling social media strategy will enable them to directly reach their target audience. By using these platforms to communicate their brand story, values, and product offerings, they can cultivate a loyal customer base and generate a strong demand for their perfumes.
Afterwards, they may select one store in each major city before they decide to open their own flagship store.
In an era dominated by mass-market fragrances, Natural Perfumers have a unique opportunity to reclaim their position of authenticity and exclusivity through selective distribution.
By positioning themselves as Certified Natural Perfumers, embracing the New Luxury Code, and setting higher price points, these artisans can attract discerning consumers who value the true essence of luxury. Through strategic marketing and a strong online presence, Natural Perfumers can establish themselves as pioneers in the return of selective distribution, providing customers with the opportunity to experience the artistry of true natural perfumery.