QUINTESSENCE BeatyWorld Middle East 2017 : Discovering Stories behind scents, brand building & niche
Quintessence space designed by Paris based duo 2G2L that brought to life a 'botanical bar' concept
WHY is Brand Building necessary for NICHE and the second part to this would be HOW do niche brands build their image?
Niche brands occupy a specific space in the retail environment. They are able to differentiate from most other brands due to their specific strengths and advantages that if harnessed fully can create monumental success for the brand.
The first point of advantage or strength that a niche brand carries over its commercial counterparts–
The retail environment is currently dominated by the mass-market brands, that all conform to marketing conventions and briefs, as they all bear a Corporate personality that’s cold or detached. In this scenario Niche Brands offer to their customers a unique brand personality and language, wherein the nose or the creative director have the chance to infuse a healthy dose of spark, emotions, passion, stories, inspirations, that hook the customer. This leads to the creation of brand evangelists and patrons. Does everyone understand the meaning of brand evangelists? A person who is converted or sold to your brand and relays his/her passion for the brand to other people. That’s the cult-like effect that niche brands can create.
2. Uncompromising standards
Niche fragrance brands set high standards in terms of using the rarest and the highest quality raw materials, and pay careful attention to detail right from packaging to brand positioning right down, to the actual formulations that are rich and nuanced, with distinct inspirations and themes behind… By setting these high standards and never compromising on it, niche brands attract like-minded aficionados and create brand loyalists. Like-minded like customers othat seek quality.
The third point of advantage
3. Sensory experience
While all perfumes in essence are created tap into the senses of its wearer, not all fragrances tap into a distinct emotion, or feeling. Niche fragrances however always delve deeper, by highlighting a perfumer’s vision and the background vividly thereby exciting and compelling the wearers into believing what the perfumer wishes for them to see or experience.
4. The new age or the nouveau customer Thomas Kosmala who is a perfumer and will be presenting at Quintessence says “When people enter a store now, they want to learn more about the fragrance, what they’re wearing, where it’s coming from, who is behind it, and what the vision and inspiration is”. I completely concur because in a sea of brands, the customer is seeking products that give him/her its valuable return for the commitment to that brand or that fragrance. Each customer now wants to commit to a brand/product that they are able to identify with and is unique so that the customer leaves feeling elevated (the feeling of being uplifted) and gratified (feeling greatly satisfied).
Last but not least, and in my opinion the most important advantage that can become a major strength for a niche brand is
5. Ingenuity - The quality of being unique, innovative and clever. When the vision of the perfumer or nose translates brilliantly into each creation, that rises from an authentic place of emotion and passion it is felt by the customer. Most commercial brands simply cater to a gap or an on-going trend in the market, and hence lack the ability to challenge creative boundaries, or do something avante garde or abstract or create new skews.
And with all these advantages niche brands can strengthen themselves to give us more enriched, more evolved experiences and sensorial adventures.
Now that we know what sets Niche brands apart and why brand building is essential to the establishment and success of a brand, lets discover stories behind some of these amazing brands and their unique points of view…
This brings us to HOW part of our discussion-
HOW do niche brands build their image and establish themselves as unique?
The answer is quite simple – they do so through story-telling
The art of story-telling and conveying the story behind brands and their scents is one of the most powerful ways to breathe life into a brand. In fact, it is the very reason why a brand exists, why the perfumer created a scent and why customers continue to feel the magic through the years. It is because behind all of these are real stories.
Why are stories so captivating?
Stories are captivating for a reason. From childhood through adulthood, we are drawn to the lessons we learn, the exciting journeys we embark upon, the knowledge we gain and the opportunity to unleash our imaginations.
LETS GET TOGETHER!
Tender Loving Nose IS always looking to partner up, engage, collaborate, party it up with like minded individuals who wish to create newer and richer experience for an audience!
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