The Marketing of Fragrance

On Wednesday 11th February we hosted the final part of the 2014 Academy Training Programme: The Marketing of Fragrance.

The course has been designed to be as engaging as possible and to encourage interactions between the speakers and the attendees. The course teaches attendees about all the elements involved in marketing a fragrance, the associated costs and complexities involved. Throughout the day we had a series of presentations from which the attendees were split into teams to devise their own marketing campaign to then present to a retailer panel.

Throughout the day, a cross section of experts presented. In the morning session we had Nick Vaus, Partner & Creative Director from Dew Gibbons & Partners, Tom Bosanquet, Managing Director from Wrapology, Melissa Hay, Managing Director from 2 Breathe Creative, Mark Lockyer, Commercial Director from Sampling Innovations and Alice Rock, Industry Manager from Google give short presentations about their expertise, top ten hits and practical guides. These experts then sit with each team and helped them to develop their ideas and concepts around their expertise.

In the afternoon session, Virginie Duigou, Marketing, Communications and Media Manager – Beauty and Home from Harrods, Trudi Collister, Communications Director from Aramis & Designer Fragrances and Razna Khatun, Marketing at Clive Christian Perfumes.

The four teams then presented to the retail panel at the end of the day. We had an exceptional panel of retailers: Deborah Parrott, Senior Marketing Manager from Debenhams, Mia Collins, Divisional Merchandise Manager at Harrods, Charlotte Bailey, Senior Buyer for Fragrance from Boots & Ruth Newman, Director of Beauty at House of Fraser. 

Overall a hugely successful training!

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