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Niche marketing of fragrances requires "quick response techniques" -- Jean Philippe exec.

This article was originally published in The Rose Sheet

Executive Summary

NICHE MARKETING OF FRAGRANCES REQUIRES "QUICK RESPONSE TECHNIQUES," Jean Philippe Chairman and CEO Jean Madar told attendees of the 41st Annual Symposium of the American Society of Perfumers on May 11 in New York City. Discussing Jean Philippe's alternative designer fragrance category niche, Madar emphasized the importance of "quick response techniques and consumer understanding" when targeting consumers. Although the typical customer "is on a budget, she is well aware [of] the hot, new fragrances," Madar said, noting that Jean Philippe's Paris headquarters place the firm "right where the fashion starts" and allows them to "spot and identify what is hot."
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