Flash Profile and fragrance research: the world of perfume in the ...
Flash Profile and fragrance research: the world of perfume in the ...
Flash Profile and fragrance research: the world of perfume in the ...
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<strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> <strong>and</strong> <strong>fragrance</strong> <strong>research</strong>:<br />
<strong>the</strong> <strong>world</strong> <strong>of</strong> <strong>perfume</strong> <strong>in</strong> <strong>the</strong> consumer's words<br />
Germa<strong>in</strong>e Gazano 1 , Stéphanie Ballay 1 , Nourite Eladan 1 ,<br />
Jean-Marc Sieffermann 2<br />
1 LVMH Parfums et Cosmétiques<br />
International Market Research <strong>and</strong><br />
Cosmetic Evaluation<br />
33, av. Hoche<br />
F-75008 Paris France<br />
Tel: +33 (0) 149 538 500<br />
Email: ggazano@diormail.com<br />
2 E.N.S.I.A.-Massy<br />
Laboratoire de Perception Sensorielle et Sensométrie<br />
1, av. des Olympiades<br />
F-91744 Massy Cedex France<br />
Tel: +33 (0) 169 935 138<br />
Email: jms@ensia.fr<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Introduction<br />
_ 2004 Nobel Prize <strong>in</strong> Physiology & Medic<strong>in</strong>e<br />
Richard Axel <strong>and</strong> L<strong>in</strong>da Buck<br />
"Odorant receptors <strong>and</strong> <strong>the</strong> organization<br />
<strong>of</strong> <strong>the</strong> olfactory system"<br />
_ 2003 Nobel Prize <strong>in</strong> Physiology & Medic<strong>in</strong>e<br />
Paul C. Lauterbur <strong>and</strong> Peter Mansfield<br />
"Magnetic Resonance Imag<strong>in</strong>g"<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Context <strong>and</strong> objectives<br />
Our Questions<br />
_ The mysterious words <strong>of</strong> <strong>the</strong> <strong>perfume</strong>r:<br />
How can I underst<strong>and</strong> <strong>the</strong>m ?<br />
_ The sophisticated expert discourse.<br />
How can I communicate it ?<br />
_ The expert-<strong>perfume</strong>r creative approach:<br />
How l<strong>in</strong>k it to <strong>the</strong> consumers' perceptions ?<br />
_ Perfumes emotions <strong>and</strong> desires:<br />
Which words to communicate this ?<br />
_ This ideal <strong>perfume</strong>rs' <strong>perfume</strong>:<br />
Is this <strong>the</strong> ultimate <strong>perfume</strong> ?<br />
Will <strong>the</strong> consumers be happy with it ?<br />
_ How communicate <strong>the</strong> <strong>perfume</strong>rs' visions with <strong>the</strong> consumers emotions<br />
<strong>and</strong> desires ?<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Expert <strong>perfume</strong>rs<br />
Context <strong>and</strong> objectives<br />
Reduc<strong>in</strong>g <strong>the</strong> gap<br />
� Individual experts<br />
� Creation, emotion, desire<br />
� Sophisticated words from a personal creative universe<br />
Sensory descriptive panel (Sensory experts)<br />
� A limited number <strong>of</strong> tra<strong>in</strong>ed <strong>and</strong> experienced subjects<br />
� Us<strong>in</strong>g quantified consensual <strong>and</strong> well def<strong>in</strong>ed descriptive terms<br />
on subsets <strong>of</strong> products.<br />
Consumers<br />
� A large <strong>and</strong> representative number <strong>of</strong> “naïve” subjects<br />
� The f<strong>in</strong>al users<br />
� Their own personal universes <strong>and</strong> different words<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Descriptive Analysis Techniques <strong>and</strong> Sensory<br />
Conventional pr<strong>of</strong>il<strong>in</strong>g is<br />
<strong>the</strong> reference method:<br />
The Flavor <strong>Pr<strong>of</strong>ile</strong> Method - Arthur D. Little,1950<br />
The Texture <strong>Pr<strong>of</strong>ile</strong> Method - Cicille <strong>and</strong> Szczesniak, 1973<br />
QDA® methodology - Stone et al., 1974<br />
The Spectrum Method - Munoz <strong>and</strong> Civille, 1992<br />
This takes<br />
EFFORT<br />
<strong>and</strong> TIME !<br />
PROFILES<br />
_ A limited number <strong>of</strong> panelists<br />
_ A descriptive evaluation<br />
without hedonic evaluation<br />
_ A consensual vocabulary<br />
_ A quantitative evaluation<br />
A strong consensual vocabulary<br />
on a specific product set<br />
Each sensory attribute :<br />
A def<strong>in</strong>ition<br />
A st<strong>and</strong>ardized procedure<br />
Reference products<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
What is <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> ?<br />
Free Choice Pr<strong>of</strong>il<strong>in</strong>g<br />
(Williams et Langron, 1984)<br />
Semantic freedom for choos<strong>in</strong>g <strong>the</strong> descriptive attributes<br />
<strong>and</strong> <strong>the</strong>ir number<br />
<strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> (Sieffermann, 2000)<br />
Fully comparative methodology while study<strong>in</strong>g <strong>the</strong> products,<br />
choos<strong>in</strong>g <strong>the</strong> descriptive attributes <strong>and</strong> immediate rank<strong>in</strong>g <strong>of</strong><br />
<strong>the</strong> products<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Why is <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> done like this ?<br />
Why us<strong>in</strong>g Free Choice Description ?<br />
_ No need for long vocabulary def<strong>in</strong><strong>in</strong>g <strong>and</strong> tra<strong>in</strong><strong>in</strong>g sessions<br />
_ Allows work<strong>in</strong>g with performant <strong>in</strong>dividualist pr<strong>of</strong>essionals<br />
(Perfumers, Oenologists, Flavourists)<br />
_ Less consensual but more specific vocabulary<br />
_ Allows work<strong>in</strong>g with panelists from different countries <strong>and</strong><br />
languages<br />
_ No need for group sessions<br />
Why a full comparative methodology ?<br />
_ No need for a specific product tra<strong>in</strong><strong>in</strong>g phase<br />
_ Better product discrim<strong>in</strong>ation<br />
_ Focus on <strong>the</strong> really important <strong>and</strong> perceptible products'<br />
sensory differences<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Us<strong>in</strong>g <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> for what ?<br />
What were <strong>the</strong> objectives ?<br />
_ Mapp<strong>in</strong>g competitive sensory<br />
markets<br />
_ Compar<strong>in</strong>g <strong>in</strong>ternational<br />
descriptive expertises<br />
_ External preference mapp<strong>in</strong>g<br />
_ Prepar<strong>in</strong>g for a full conventional<br />
pr<strong>of</strong>ile<br />
_ Experimental plann<strong>in</strong>g validation<br />
Adam C, Cartier R, Sieffermann JM, Danzart M. 2002. IFT,<br />
Anaheim, USA, 16-19 June 2002.<br />
Ballay S, Sieffermann JM, Gazano G. 2003. Pangborn<br />
Symposium Roc 2003, Johnson Boston, USA. & Johnson<br />
Dairou V, Sieffermann JM. 2002. Journal <strong>of</strong> Food Science, 67(2) :<br />
826-834. Roc Johnson & Johnson<br />
Dairou LVMH V, Sieffermann – JM, Christian Priez A, Danzart Dior M. 2003..<br />
Symposium 2003, Detroit, USA.<br />
Delarue J, Sieffermann LVMH JM. 2004. – Christian Food Quality <strong>and</strong> Dior Preference,<br />
Pernod-Ricard<br />
15 : 383-392.<br />
Delarue J, Sieffermann Pernod-Ricard<br />
JM. 2000. 13th International Symposium<br />
Olfaction L'OREAL<br />
& Taste / 14th European Chemorecemtion Research<br />
Organisation Congress, Brighton, UK, 20-24 July 2000, pp. 225-<br />
226. L'OREAL<br />
Delarue Renault<br />
J. 2002. Thèse de Doctorat en Sciences Alimentaires,<br />
ENSIA, Massy, France. 151 p.<br />
De Tudert V, 1999. Renault<br />
Mémoire de DEA Sciences Alimentaires,<br />
ENSIA, PSA<br />
Massy, France. 20 p.<br />
Loescher E, Sieffermann JM, P<strong>in</strong>guet C, Kesteloot R, Cuvelier G.<br />
2001. 5th Pangborn PSA Symposium , Dijon, France, June 2001<br />
SODIAAL Yoplait<br />
Sieffermann JM. 2000. AGORAL 2000-XIIèmes rencontres<br />
"L'<strong>in</strong>novation: de l'idée au succès", pp. 335-340.<br />
Sieffermann JM. SODIAAL 2002. <strong>Flash</strong> pr<strong>of</strong>il<strong>in</strong>g. Yoplait<br />
Mumm Perrier Jouet AIFST 35th convention,<br />
Sydney, Australia. 21-24 july 2002.<br />
Sieffermann JM, Loescher E. 2003. AIFST 2003, Melbourne,<br />
Mumm Perrier Jouet<br />
Australia. SEITA<br />
Tarea S, Danzart M, Sieffermann JM, Cuvelier G. 2003.<br />
Pangborn Symposium SEITA 2003, Boston, USA.<br />
Tarea S, Sieffermann JM, Cuvelier G. 2003. IUFOST 2003,<br />
Chicago, USA.<br />
www.perception-sensorielle.com<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Us<strong>in</strong>g <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> with both experts<br />
<strong>and</strong> consumers<br />
Expert <strong>perfume</strong>rs<br />
� Individual experts<br />
� Creation, emotion, <strong>Flash</strong> desire <strong>Pr<strong>of</strong>ile</strong><br />
� Sophisticated words from a personal creative universe<br />
Sensory descriptive panel (Sensory experts)<br />
� A limited number <strong>of</strong> tra<strong>in</strong>ed <strong>and</strong> experienced subjects<br />
� Us<strong>in</strong>g quantified <strong>Flash</strong> consensual <strong>Pr<strong>of</strong>ile</strong><br />
<strong>and</strong> well def<strong>in</strong>ed descriptive terms<br />
on subsets <strong>of</strong> products.<br />
Consumers<br />
<strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong><br />
� A large <strong>and</strong> representative number <strong>of</strong> “naïve” subjects<br />
� The f<strong>in</strong>al users <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong><br />
� Their own personal universes <strong>and</strong> different words<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Perfumes Names<br />
Materials <strong>and</strong> Methods<br />
PRODUCTS<br />
_ Angel Thierry Mugler Eau de Parfum<br />
_ C<strong>in</strong>ema Yves Sa<strong>in</strong>t Laurent Eau de Parfum<br />
_ Pleasures Estée Lauder Eau de Parfum<br />
_ Aromatic Elixir Cl<strong>in</strong>ique<br />
_ Lolita Lempicka Eau de Parfum<br />
_ N°5 Chanel Eau de Toilette<br />
_ Instant Eau de Parfum<br />
_ J'Adore Eau de Toilette<br />
_ J'Adore Eau de Parfum<br />
_ Pure Poison Eau de Parfum<br />
_ Shalimar Eau de Toilette<br />
_ Coco Mademoiselle Eau de Parfum<br />
Perfume codes<br />
_ AngelEP<br />
_ C<strong>in</strong>emaEP<br />
_ PleasuresEP<br />
_ AromaticElixir<br />
_ LolitaLempickaEP<br />
_ N5ET<br />
_ InstantEP<br />
_ JadoreET<br />
_ JadoreEP<br />
_ PurePoisonEP<br />
_ ShalimarET<br />
_ CocoMademoiselleEP<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Expert Perfumers<br />
Materials <strong>and</strong> Methods<br />
PANELS<br />
Six <strong>perfume</strong>rs [2 M - 4 F / 26 to 55 years old]<br />
Pr<strong>of</strong>essional <strong>perfume</strong>rs : Guerla<strong>in</strong>, Dior <strong>and</strong> partners<br />
Consumers<br />
89 naïve consumers [women from 27 to 55 years old]<br />
Heavy users <strong>of</strong> <strong>perfume</strong>s<br />
No previous experience <strong>in</strong> <strong>perfume</strong>s sensory description<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Materials <strong>and</strong> Methods<br />
FLASH PROFILE METHODOLOGY<br />
_ The whole product set is presented simultaneously<br />
_ Each expert panellist produces his own attributes accord<strong>in</strong>g<br />
to <strong>the</strong> major differences he perceives among <strong>the</strong> products<br />
_ The panellist immediately rank products<br />
on <strong>the</strong> chosen descriptors.<br />
The sessions are <strong>in</strong>dividual <strong>and</strong> usually last between 2 to 3 hours.<br />
Expert Perfumers<br />
Between 1 hour<br />
<strong>and</strong> 2 hours 30 m<strong>in</strong>utes<br />
Consumers<br />
Between 45 m<strong>in</strong>utes<br />
<strong>and</strong> 1 hour 30 m<strong>in</strong>utes<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Experts<br />
Axis 2<br />
(24%)<br />
0<br />
Materials <strong>and</strong> Methods<br />
STATISTICAL DATA ANALYSIS<br />
J’adore EP<br />
J’adore ET<br />
N5 ET<br />
Pure Poison EP<br />
Pleasures EP<br />
Méthode de Ward sur distance euclidienne<br />
0.5<br />
0.45<br />
0.4<br />
0.35<br />
0.3<br />
0.25<br />
0.2<br />
0.15<br />
0.1<br />
0<br />
Axis 1<br />
(43%)<br />
Aromatic Elixir<br />
Coco Mademoiselle EP<br />
Instant EP<br />
C<strong>in</strong>éma EP<br />
Classification des produits après GPA<br />
CocoMademoiselleEP<br />
InstantEP<br />
C<strong>in</strong>emaEP<br />
AromaticElixir<br />
PurePoisonEP<br />
N5ET<br />
ShalimarET<br />
Shalimar ET<br />
Lolita Lempicka EP<br />
LolitaLempickaEP<br />
AngelEP<br />
JadoreEP<br />
JadoreET<br />
Angel EP<br />
PleasuresEP<br />
Consumers<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
Axis 2<br />
(24%)<br />
0<br />
Fleuri-P01<br />
Vert-P01<br />
Aldehyde-P01<br />
Epice-P01<br />
Floral-P02<br />
FleuriFraisSuave-P05<br />
Floral-P04<br />
VertGazonCru-P04<br />
Vert-P03<br />
Ecoeurant-P02<br />
FloralLegerLourd-P03<br />
Clair-P04<br />
Musque-P05 Gourm<strong>and</strong>-P05<br />
VertFraisSec-P06<br />
Fleur-Oranger-P06<br />
Musque-P03<br />
HesperidesAgrumes-P01<br />
Fruite-P01<br />
Fruite-P02<br />
0<br />
FruiteGourm<strong>and</strong>Alimentaire-P03<br />
FruiteFraisLourd-P06<br />
Aldehyde-P03<br />
Gourm<strong>and</strong>e-P01<br />
Animal-P01<br />
MusquePoudreVanille-P01<br />
Boise-P02<br />
Cuir-P01<br />
Boise-P01<br />
Ostentatoire-P02<br />
MusqueClassiquePoudre-P06<br />
Vert-P05<br />
Oriental-Ambr_-Chaud-Sensuel-P04<br />
ChaudOriental-P02<br />
OrientalVanille-P01<br />
Gourm<strong>and</strong>-P02<br />
Vanille-P03 Boise-P03<br />
Fruite-P04<br />
Fruite-P05<br />
FloralRoseFraisSuave-P06<br />
Axis 1<br />
(43%)<br />
AgresteLav<strong>and</strong>eHesperide-P06<br />
PatchouliChypre-P06<br />
Boise-P05<br />
ChypreAutomneBoiseSombre-P04<br />
Gourm<strong>and</strong>SucreVanille-P04<br />
Ambre-P06<br />
Procrustes Analysis<br />
PCA<br />
Cluster Analysis<br />
Excel <strong>and</strong> XLStat
Results <strong>and</strong> Discussion<br />
Semantic comparison - Number <strong>of</strong> Attributes<br />
Experts<br />
47 semantic attributes<br />
31 different attributes<br />
Mean : 7.8 attributes/consumer<br />
Consumers<br />
557 semantic attributes<br />
196 different attributes<br />
Mean : 6.3 attributes/consumer<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
Number <strong>of</strong> Experts<br />
Number od Consumers<br />
5<br />
4<br />
3<br />
2<br />
1<br />
0<br />
30<br />
25<br />
20<br />
15<br />
10<br />
5<br />
0<br />
1 2 3 4 5 6 7 8 9 10 11 12<br />
Number <strong>of</strong> Descriptive Terms<br />
1 2 3 4 5 6 7 8 9 10 11 12<br />
Number <strong>of</strong> Descriptive Terms
Results <strong>and</strong> Discussion<br />
Semantic comparison- Attributes Specificity<br />
Experts<br />
Agreste, Lav<strong>and</strong>e, Hespéride, Automne,<br />
Aldéhyde, Alimentaire, Clair, Cru, Gazon<br />
Oranger, Ostentatoire, Sombre<br />
Consumers<br />
Frais-Fraicheur-Froid, Capiteux,<br />
Léger, Fém<strong>in</strong><strong>in</strong>, Intensité, Couleur-Coloré,<br />
Poivré, Fort-Force, Lourd, Tenue-Tenace, Discret,<br />
Jeune-Jeunesse-Juvénile, Mascul<strong>in</strong>, Naturel, Piquant,<br />
Raff<strong>in</strong>é, Acide-Acidulé, Citron-Citrus-Citronné, Entêtant,<br />
Bonbon, Doux-Douceur, Envoutant, Orig<strong>in</strong>al, Pr<strong>in</strong>temps-<br />
Pr<strong>in</strong>tannier, Elégant, Enveloppant, Puissant<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Results <strong>and</strong> Discussion<br />
Semantic comparison - Attributes specificity<br />
Experts<br />
Fleur-Floral-Fleuri,Sucré,Fruit-<br />
Fruité,Sensuel-Sensualité-Poudre-Poudré,<br />
Boisé, Epicé, Vert-Verdure, Chaud-Chaleur,<br />
Gourm<strong>and</strong>, Oriental, Vanille-Vanillé, Musc-<br />
Musqué, Agrumes, Ambré, Chypré, Cuir, Ecoeurant,<br />
Animal, Végétal<br />
Consumers<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Axis 2 (24%)<br />
Pleasures EP<br />
J’adore EP<br />
J’adore ET<br />
JadoreEP<br />
JadoreET<br />
PleasuresEP<br />
Results<br />
Experts' Sensory Map<br />
N5 ET<br />
Cluster<strong>in</strong>g <strong>of</strong> <strong>the</strong> products after GPA Experts<br />
Pure Poison EP<br />
InstantEP<br />
C<strong>in</strong>emaEP<br />
CocoMademoiselleEP<br />
Coco Mademoiselle EP<br />
Instant EP<br />
C<strong>in</strong>éma EP<br />
PurePoisonEP<br />
N5ET<br />
Axis 1 (43%)<br />
ShalimarET<br />
AromaticElixir<br />
Aromatic Elixir<br />
AngelEP<br />
LolitaLempickaEP<br />
Lolita Lempicka EP<br />
Shalimar ET<br />
Angel EP<br />
ESOMAR 2005 - New-York, NY (43%)<br />
G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Attributes plot <strong>of</strong><br />
<strong>the</strong> Experts' <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong><br />
Results<br />
Experts Sensory Description<br />
0<br />
Floral-P04<br />
Fleuri-P01<br />
VertGazonCru-P04<br />
Ecoeurant-P02<br />
FloralLegerLourd-P03 Clair-P04<br />
Vert-P01<br />
HesperidesAgrumes-P01<br />
Fruite-P01<br />
Floral-P02<br />
FleuriFraisSuave-P05<br />
VertFraisSec-P06<br />
Vert-P03<br />
MusqueClassiquePoudre-P06<br />
Vert-P05<br />
FloralRoseFraisSuave-P06<br />
Musque-P03<br />
Musque-P05<br />
Fleur-Oranger-P06<br />
Vanille-P03<br />
Fruite-P04<br />
Fruite-P02<br />
Epice-P01<br />
FruiteFraisLourd-P06<br />
Aldehyde-P01<br />
Fruite-P05<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
0<br />
FruiteGourm<strong>and</strong>Alimentaire-P03<br />
Aldehyde-P03<br />
AgresteLav<strong>and</strong>eHesperide-P06<br />
Boise-P03<br />
Gourm<strong>and</strong>e-P01<br />
Animal-P01<br />
MusquePoudreVanille-P01<br />
Boise-P05<br />
Cuir-P01<br />
Boise-P01<br />
ChaudOriental-P02<br />
OrientalVanille-P01<br />
Gourm<strong>and</strong>-P02<br />
Boise-P02<br />
Oriental-Ambr_-Chaud-Sensuel-P04<br />
Gourm<strong>and</strong>-P05<br />
PatchouliChypre-P06<br />
Ambre-P06<br />
Ostentatoire-P02<br />
ChypreAutomneBoiseSombre-P04<br />
Gourm<strong>and</strong>SucreVanille-P04
Axis 2 (24%)<br />
Pleasures EP<br />
J’adore EP<br />
J’adore ET<br />
Results<br />
Experts' Sensory Map<br />
Pure Poison EP<br />
Vert Vert<br />
Musque Musque<br />
FloralRoseFraisSuave<br />
FloralRoseFraisSuave<br />
HesperidesAgrumes<br />
HesperidesAgrumes<br />
N5 ET<br />
Coco Mademoiselle EP<br />
Instant EP<br />
C<strong>in</strong>éma EP<br />
Axis 1 (43%)<br />
Aromatic Elixir<br />
Boise Boise<br />
Cuir-P01 Cuir-P01<br />
Boise Boise<br />
PatchouliChypre<br />
PatchouliChypre<br />
Lolita Lempicka EP<br />
Shalimar ET<br />
Oriental-Ambré-Chaud-Sensuel<br />
Oriental-Ambré-Chaud-Sensuel<br />
Angel EP<br />
ESOMAR 2005 - New-York, NY (43%)<br />
G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Boisé<br />
Floral<br />
Aldéhyde<br />
Aldéhyde<br />
Fleur-Oranger<br />
Vanillé<br />
FleuriFraisàSuave<br />
Musqué-Poudre-Vanillé<br />
AgresteLav<strong>and</strong>eàHesperide<br />
Epicé<br />
Fruité<br />
FruitéFraisàLourd<br />
Fruité-Gourm<strong>and</strong>-Alimentaire<br />
Fruité<br />
Musqué<br />
Fruité<br />
Fruité<br />
MusquéClassiqueàPoudré<br />
Musqué<br />
Floral<br />
FloralRoseFraisàSuave<br />
Ecoeurant<br />
Vert<br />
Hesperides-Agrumes<br />
Clair<br />
Vert<br />
FloralLégeràLourd<br />
Vert<br />
Vert-Gazon-Cru<br />
Fleuri<br />
PatchouliChypré<br />
Boisé<br />
Cuir<br />
Animal<br />
Chypre-Automne-Boisé-Sombre<br />
Oriental-Ambré-Chaud-Sensuel<br />
Boisé<br />
Ostentatoire<br />
Boisé<br />
Gourm<strong>and</strong>-Sucré-Vanillé<br />
Gourm<strong>and</strong><br />
Chaud-Oriental<br />
Oriental-Vanille<br />
Ambré<br />
Gourm<strong>and</strong><br />
Gourm<strong>and</strong>e<br />
Results<br />
Experts' Sensory Description<br />
Cluster<strong>in</strong>g <strong>of</strong> <strong>the</strong> Experts' attributes<br />
3.5<br />
3<br />
2.5<br />
2<br />
1.5<br />
1<br />
0.5<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
VertFraisàSec
Axis 2 (20%)<br />
0<br />
Results<br />
Consumers' Sensory Map<br />
Coco Mademoiselle EP Pure Poison EP<br />
J’adore ET<br />
J’adore EP<br />
Pleasures EP<br />
C<strong>in</strong>ema EP<br />
Instant EP<br />
J'adore ET<br />
J'adore EP<br />
Pleasures EP<br />
Lolita Lempicka EP<br />
0<br />
Axis 1 (45%)<br />
N5 ET<br />
Cluster<strong>in</strong>g <strong>of</strong> <strong>the</strong> products after GPA Consumers<br />
Coco Mademoiselle EP<br />
Instant EP<br />
C<strong>in</strong>ˇma EP<br />
Pure Poison EP<br />
Salimar ET<br />
Aromatic Elixir<br />
Angel EP<br />
Lolita Lempicka EP<br />
Angel EP<br />
Aromatic Elixir<br />
Shalimar ET<br />
ESOMAR 2005 - New-York, NY (45%)<br />
G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
N5 ET
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques<br />
0<br />
0<br />
Musquée-Sensuelle-Orientale-C1<br />
Foncé-Concentré-C1<br />
Sucré-Bonbon-C1<br />
Tenue-C1<br />
Fleuri-Frais-DeJour-C1<br />
Boisé-Mousse-C1<br />
DeSoir-C1<br />
Sucré-Artificiel-C2<br />
Fleuri-C2<br />
Amer-Rigoureux-Enchanteur-C2<br />
Elégant-Fém<strong>in</strong><strong>in</strong>-Equilibré-C2<br />
Fort-Persistant-C2<br />
Gourm<strong>and</strong>-C3<br />
Chypré-Capiteux-C3<br />
FleursBlanches-C3<br />
Frais-Vert-C3<br />
Boisé-Précieux-C3<br />
Capiteux-C4<br />
Fleuri-C4<br />
Frais-Léger-C4<br />
Sensuel-C4<br />
Lourd-Enivrant-C4<br />
Orig<strong>in</strong>al-C4<br />
Jeune-C4<br />
Capiteux-Enveloppant-Sensuel-C5<br />
Poudré-Lourd-C5<br />
Fruité-Pr<strong>in</strong>tannier-C5<br />
Léger-SansTenue-C5<br />
Frais-Léger-C6<br />
Sucré-Vanillé-Doux-C6<br />
Envoutant-Orig<strong>in</strong>al-C6<br />
Fém<strong>in</strong><strong>in</strong>-C6<br />
Coloré-C6<br />
Subtil-Vaporeux-C6<br />
Orig<strong>in</strong>al-C6<br />
Réglisse-C7<br />
Gourm<strong>and</strong>-C7<br />
Sucré-C7<br />
Vert-C7<br />
Vetiver-C7<br />
Cuir-C7<br />
Fruité-C7<br />
Cuir-C7<br />
Fleuri-C7<br />
Sucré-C8<br />
Capiteux-C8<br />
Oriental-C8<br />
Fleuri-C8<br />
Fraicheur-C8<br />
Tendresse-C8<br />
Passionnel-C8<br />
Couvrant-C8<br />
Fruité-Leger-Estival-C9<br />
Boisé-Fraicheur-Pr<strong>in</strong>temps-C9<br />
Ecoeurant-Mascul<strong>in</strong>-C9<br />
Fleuri-Fem<strong>in</strong><strong>in</strong>-Coloré-C9<br />
Epicé-Fort-Caractère-C9<br />
Coloré-C10<br />
Intense-Insupportable-C10<br />
Capiteux-Sensuel-C10<br />
Parfumd'Hiver-C10<br />
PourFemme30-60-C10<br />
Sucré-C10<br />
Sucré-Fruité-C11<br />
Acidulé-C11<br />
Fort-Puissant-C11<br />
Pureté-Naturel-Enfant<strong>in</strong>-C11<br />
Fleuri-C11<br />
Capiteux-Fort-Intense-C12FruitLéger-Volupté-C12<br />
Oriental-Epicé-C12<br />
Boisé-Frais-C12<br />
Vaporeux-Legereté-C12<br />
Coloré-C13<br />
Fraicheur-C13<br />
Fleuri-C13<br />
Puissance-C13<br />
Douceur-C13<br />
Boisé-C13<br />
Capiteux-Superposition-C13<br />
Sucré-C14<br />
Fleuri-C14<br />
Vert-C14<br />
Pregnant-Intense-C14<br />
Cuir-C14<br />
Fraicheur-C14<br />
Gourm<strong>and</strong>-C15<br />
Fleuri-C15<br />
DuSoir-Fem<strong>in</strong><strong>in</strong>-C15<br />
Aquatique-C15<br />
Innocent-Romantique-C15<br />
Sensuel-Enveloppant-C15<br />
Fruité-Melon-C15<br />
Inde-Magique-Hollywood-C15<br />
Pharmacie-Aromatique-C15<br />
Capiteux-Sensuel-C16<br />
Fleuri-C16<br />
Leger-C16<br />
Inventif-Nouveau-C16<br />
Fruité-C16<br />
Fem<strong>in</strong><strong>in</strong>-Capiteux-Sensuel-C17<br />
Herbe-Frais-C17<br />
Mascul<strong>in</strong>-Fort-Epicé-C17<br />
Frais-C17<br />
Pr<strong>of</strong>ond-Lourd-Tenue-C17<br />
Sucré-Capiteux-C18<br />
Frais-C18<br />
Vert-Astr<strong>in</strong>gent-Piquant-C18<br />
Fleuri-C18<br />
Poudré-C18<br />
Intensité-C18<br />
Ivresse-C19<br />
Mascul<strong>in</strong>-C19<br />
Entetant-C19<br />
Poivré-Discret-C19<br />
DeSaison-C19<br />
Capiteux-C20<br />
Fleuri-C20<br />
Poudré-C20<br />
Leger-C20<br />
Sensuel-C20<br />
Capiteux-Sensuel-Chypré-C21<br />
Sucré-Entetant-C21<br />
Fruité-Agrume-JeuneFille-C21<br />
Citronné-LégerSportif-C21<br />
Leger-PasdeTenue-C21<br />
Poivré-Oriental-Chaud-C21<br />
Frais-Citronné-Acide-C22<br />
Fleuri-C22<br />
Sucré-Vanille-C22<br />
Fruité-C22<br />
Gourm<strong>and</strong>-Chocolat-Vanille-C22<br />
Intense-C22<br />
Oriental-C22<br />
Poivré-Epicé-C22<br />
Acidulé-C22<br />
Ecoeurant-Grimace-C23<br />
VieuxàJeune-C23<br />
PeuFleuri-C23<br />
Entetant-Intense-C23<br />
Subtil-Orig<strong>in</strong>al-C23<br />
Festif-Exception-Surprise-C23Naturel-Intime-C23<br />
Fruité-C24<br />
Sucré-C24<br />
Sc<strong>and</strong>aleux-C24 Discret-C24<br />
Frais-C24<br />
Agreable-C24<br />
Classique-C24<br />
Desagreable-C24<br />
Capiteux-C25<br />
Leger-C25<br />
Poudré-C25<br />
Fleuri-C25<br />
Fem<strong>in</strong><strong>in</strong>-C25<br />
BonneTenue-C25<br />
Fleuri-C26<br />
Boisé-C26<br />
Fraicheur-C26<br />
Fleuri-C27<br />
Capiteux-C27<br />
Sucré-C27<br />
Complexe-C27<br />
Sensuel-C27<br />
Frais-C27<br />
Agrume-C27<br />
Envoutant-Provocant-C28<br />
Poudré-Intime-C28<br />
Unique-Raff<strong>in</strong>é-Elegant-C28<br />
Force-C29<br />
RespectEnvironnement-C29<br />
Jeunesse-C29<br />
Perceptionparl'Homme-C29<br />
PlusDior-C29<br />
Apparence-Seduction-C30<br />
Sucré-C30<br />
Elegant-C30<br />
Orig<strong>in</strong>al-C30<br />
Capiteux-C30<br />
Fleuri-C30<br />
Sport-Ete-C30<br />
Sucré-C31<br />
Boisé-C31<br />
Capiteux-Musqué-C31<br />
Poivré-Piquant-C31<br />
Mascul<strong>in</strong>-C31<br />
Floral-C31<br />
Caramelisé-C31<br />
Vetiver-Chevrefeuille-C31<br />
Savonneux-C31<br />
Poudré-C31<br />
Agrume-C31<br />
Sensuel-Chaud-Maternel-C32<br />
Fleuri-C32<br />
Sucré-C32<br />
Imposant-Fem<strong>in</strong><strong>in</strong>-C32<br />
Fraicheur-C32<br />
Poivré-C32<br />
Fleuri-C33<br />
Mascul<strong>in</strong>-Boisé-C33<br />
Sucré-Poudré-Talc-C33<br />
Léger-Volatil-C33<br />
Pale-C33<br />
Fruité-Jeune-C33<br />
Sensuel-Capiteux-C33<br />
Frais-C33<br />
Sucré-Caramel-Enfance-C34<br />
Citron-Acidule-Picote-C34<br />
Capiteux-FemmeFataleAgée-C34<br />
Vert-HerbeJeune-C34<br />
Couleur-C34<br />
Poudré-Vieillot-C34<br />
Fleuri-C34<br />
Tenace-C34<br />
Frais-Leger-Ete-C34<br />
Raff<strong>in</strong>éàVulgaire-C34<br />
Capiteux-C35 Fleuri-C35<br />
Frais-C35<br />
Sucré-C35<br />
Intense-C35<br />
Suave-Sensuel-C35<br />
Epicé-C35<br />
Couleur-C35<br />
Sucré-C36<br />
Frais-Leger-Pr<strong>in</strong>temps-C36<br />
MauvaiseOdeur-C36<br />
Couleur-C36<br />
Capiteux-Lourd-Entétant-C37<br />
Sucré-Suave-C37<br />
Fleuri-C37<br />
Poudré-C37<br />
Frais-C37<br />
Sucré-Confiserie-C38<br />
Fleuri-C38<br />
Epicé-C38<br />
Tonique-Frais-C38<br />
Léger-C38<br />
Boisé-C38<br />
Fleuri-Sucré-C39<br />
Chocolat-Caramel-Chaud-C39<br />
Boisé-Vert-C39<br />
Fleuri-Jeune-C40<br />
Discret-Personnel-C40<br />
Mascul<strong>in</strong>-Fort-C40<br />
Fem<strong>in</strong><strong>in</strong>-Capiteux-C40<br />
DeFraisàLourd-C40<br />
Fleuri-C41<br />
Odorant-C41<br />
Fraicheur-C41<br />
Capiteux-C41<br />
Epicé-C41<br />
Citrus-C42<br />
Fleuri-C42<br />
Mar<strong>in</strong>-Iodé-C42<br />
Poudré-C42<br />
Boisé-C42<br />
Animal-C42<br />
Fleurs-C43<br />
Sucré-Bonbon-C43<br />
Intensité-C43<br />
CouleurLiquide-C43<br />
Elegance-Dist<strong>in</strong>ction-C43<br />
Sucré-Sirupeux-C44<br />
Fleuri-C44<br />
Poivré-Piquant-C44<br />
Herbacé-Vert-Frais-C44<br />
Capiteux-Lourd-C44<br />
Fleuri-C45<br />
Fruité-C45<br />
Frais-C45<br />
Capiteux-C45<br />
Boisé-C45<br />
Fruité-Vanille-Citron-C46<br />
Fraicheur-Legerete-C46<br />
Capiteux-C46<br />
Poudré-Opaque-C46<br />
Fleurie-Verte-C46<br />
Orientale-Ambrée-Chaude-C46<br />
Boisé-Ecorce-C46<br />
Sensuelle-Attractive-C46<br />
Epicée-Persistance-C46<br />
Fleuri-C47<br />
Poivré-C47<br />
Sensuelle-Fem<strong>in</strong><strong>in</strong>e-C47<br />
Sucré-C47<br />
Fraicheur-C47<br />
Envoutant-C47<br />
Couleur-C47<br />
Capiteux-Lourd-C48<br />
Raff<strong>in</strong>e-C48<br />
Sucré-C48<br />
Vegetal-C48<br />
Sensuel-C48<br />
Capiteux-Lourd-Entetant-C49<br />
Sensuel-Poudre-Vaporeux-C49<br />
Legerete-C49<br />
Sportif-C49<br />
Fleuri-C49<br />
Pr<strong>in</strong>tanier-Frais-Leger-C49<br />
ClassiqueàInnovant-C49<br />
Capiteux-Lourd-Enveloppant-C50<br />
Citronné-Juvenile-C50<br />
Fruité-Ensoleillé-C50<br />
Boisé-Frais-Vert-C50<br />
Sucré-Rassurant-Maternant-C50<br />
Jasm<strong>in</strong>-Sucré-C51<br />
ParfumquiTache-C51<br />
CouleurBleue-C51<br />
Fleuri-Pr<strong>in</strong>tanier-C51<br />
Pique-Agressif-C51<br />
Musc-Epice-C51<br />
Persistant-C51<br />
Epicé-C52<br />
Fleuri-C52<br />
Sucré-C52<br />
Produitd'Entretien-C52<br />
BonbonGourm<strong>and</strong>-C52<br />
Mer-C52<br />
Poudré-C53<br />
Fleuri-C53<br />
Acidulé-Citronné-C53<br />
Gourm<strong>and</strong>-Sensuel-C53<br />
Frais-Leger-C53<br />
BonneTenue-C53<br />
CouleurAttractive-C54<br />
Odeurd'attaquePlaisir-C54<br />
Frais-C54<br />
Muscé-C54<br />
Fruité-C54<br />
Fleuri-C55<br />
Vanillé-Sucré-C55<br />
Capiteux-Envoutant-C55<br />
Naturel-Vrai-C55<br />
Fruité-C55<br />
Fleuri-C56<br />
Sensuel-Discret-C56<br />
Arrogant-Fort-C56<br />
Discret-C56<br />
Envoutant-C56<br />
Capiteux-C57<br />
Sucré-C57<br />
Fleuri-C57<br />
Chaud-C57<br />
Fruité-C57<br />
Poudré-C57<br />
Capiteux-Intense-C58<br />
Sucré-C58<br />
Fleuri-C58<br />
Tenue-C58<br />
Epicé-Présent-C59<br />
Fleuri-C59<br />
Poudré-C59<br />
Agé-C59<br />
Acidulé-C59<br />
Intense-C59<br />
Leger-Raff<strong>in</strong>é-C59<br />
Fort-Intense-C60<br />
Sophistique-PourFemmesMures-C60<br />
Fleur-Fruit-Naturel-C60<br />
Sucré-Acidulé-Bonbon-C60<br />
Sensuel-EnviedePlaire-C60<br />
FraispourMomentsChauds-C60<br />
Chaud-Fort-C60<br />
Aerien-Leger-Discret-C60<br />
Jeune-Discret-C60<br />
Capiteux-Enveloppant-Chaud-C61<br />
Poudré-C61<br />
Fleuri-Leger-C61<br />
Sucré-Bonbon-C61<br />
Aseptique-Froid-C61<br />
Povré-Chaud-C61<br />
Epicé-Soleil-C61<br />
Fleuri-C62<br />
Capiteux-Puissant-Ecoeurant-C62<br />
Sucré-Bonbon-C62<br />
Fraicheur-Propre-C62<br />
Mascul<strong>in</strong>-C62<br />
Chimique-C62<br />
Coloré-C62<br />
Piquant-C63<br />
Sucré-C63<br />
Fleuri-C63<br />
Boisé-C63<br />
Couleur-C63<br />
Ambré-C63<br />
Ambré-C64<br />
Fleuri-C64<br />
SemiAmbré-C64<br />
NoteFranche-C64<br />
Sucré-C64<br />
Leger-C64<br />
Sensuel-C64<br />
Gourm<strong>and</strong>-Vanille-Reglisse-C65<br />
Sucré-C65<br />
Doux-Discret-C65<br />
Poivré-Poudré-C65<br />
Oceane-C65<br />
Raff<strong>in</strong>e-C65<br />
Fleuri-Sucré-C66<br />
Captiv-Naturel-C66<br />
Envoutant-Chaud-C66<br />
LaisseTrace-C66<br />
Passion-Fleurs-Plantes-C66<br />
EnviedAimer-C66<br />
Frais-C67<br />
Epicé-C67<br />
Fruité-C67<br />
OrientalLourd-C67<br />
Leger-C67<br />
Capiteux-C68<br />
Agrume-C68<br />
Sucré-C68<br />
Fleuri-C68<br />
Boisé-C68<br />
Sucré-C69<br />
Fleuri-C69<br />
Sensuel-C69<br />
Aerien-Leger-C69<br />
Habillé-DuSoir-C69<br />
Poudré-C69<br />
Poivré-Piquant-C69<br />
Ambré-C69<br />
Raff<strong>in</strong>é-C70<br />
Poivré-Muscé-Mascul<strong>in</strong>-C70<br />
Fleuri-C70<br />
Fruité-C70<br />
Sensualité-C70<br />
Visuel-C70<br />
PourCharmer-C70<br />
Fleuri-Jasm<strong>in</strong>-Muguet-C71<br />
Frais-Leger-Naturel-C71<br />
Capiteux-Lourd-Intense-C71<br />
Artificiel-Chimique-C71 Discret-Elegant-Facile-C71<br />
Sensuel-Fem<strong>in</strong><strong>in</strong>-Pulpeux-C71<br />
Doux-TouslesJours-C71<br />
Jeune-Dynamique-C71<br />
Vieux-Molasson-C71<br />
Gourm<strong>and</strong>-Sucré-Chaud-C72<br />
ColorationIntense-C72<br />
Poudré-C72<br />
Fleuri-Leger-Doux-C72<br />
Delicat-Tendre-Discret-C72<br />
Classique-Intemporel-C72<br />
Capiteux-Intense-Fort-C72<br />
Capiteux-C73 Fleuri-C73<br />
Sucré-C73<br />
Poivré-C73<br />
Boisé-C73<br />
Fraicheur-Leger-C74<br />
Capiteux-Lourd-Entetant-C74<br />
Jeune-C74<br />
Couleur-C74<br />
Sensualite-C74<br />
HiveràEte-C74<br />
Sportif-C74<br />
Sucré-C75<br />
Oriental-C75<br />
Poudré-C75<br />
Fleuri-C75<br />
Mar<strong>in</strong>-C75<br />
Fruité-C75<br />
Naturel-Ecologique-C76<br />
Fem<strong>in</strong><strong>in</strong>-C76<br />
Sucré-C76<br />
Frais-C76<br />
Fleuri-C76<br />
Poudré-C76<br />
Capiteux-C76<br />
Boisé-C76<br />
Entetant-Lourd-C77<br />
Poudré-Fleuri-C77<br />
Campagne-Verdure-C77<br />
Medicament-C77<br />
Frais-Positif-C77<br />
Sucré-C77<br />
Fleuri-C78<br />
Musclé-C78<br />
Leger-C78<br />
Doux-C78<br />
Intense-Fort-C78<br />
Epice-Oriental-C78<br />
Agrume-C78<br />
Frais-C78<br />
Puissant-Intense-C79<br />
Epice-Oriental-C79<br />
CouleurIntense-C79<br />
Floral-Naturel-C79<br />
Poudré-Fem<strong>in</strong><strong>in</strong>-C79<br />
Sensuel-Fem<strong>in</strong><strong>in</strong>-C79<br />
Frais-Leger-C79<br />
Capiteux-Enveloppant-Fort-C80<br />
Frais-Leger-Jeune-C80<br />
Chaleur-Feu-C80<br />
Mat<strong>in</strong>auSoir-C80<br />
Naturel-FruitFleur-Campagne-C80<br />
Tenue-C80<br />
L-C80<br />
Couleur-C81<br />
Fem<strong>in</strong>ite-C81<br />
Intense-C81<br />
Fleuri-C81<br />
Moderne-Actuel-C81<br />
Sucré-C81<br />
Orig<strong>in</strong>al-C81<br />
Capiteux-Nuit-C82<br />
Fleuri-Gai-C82<br />
Poivré-Entetant-Epice-C82<br />
Fem<strong>in</strong><strong>in</strong>-Leger-C82<br />
Sucré-Chaud-Energisant-C82<br />
Intense-C83<br />
Capiteux-Enivrant-C83<br />
Floral-Fleuri-C83<br />
Fruité-C83<br />
IntensiteCouleur-C83<br />
Epicé-C83<br />
Tenue-C83<br />
Tenue-Tenace-C84<br />
Capiteux-Envahissant-C84<br />
Raff<strong>in</strong>é-Subtil-Luxe-C84<br />
Fem<strong>in</strong><strong>in</strong>-C84<br />
Sensuel-Seducteur-C84<br />
Aerien-Floral-Estival-C84<br />
Sucré-Vanillé-C84<br />
Poudré-Sucré-C84<br />
DouxetAmer-C84<br />
Intemporel-C84<br />
Sucré-Gourm<strong>and</strong>-C85<br />
Fleuri-C85<br />
Capiteux-Fort-Lourd-C85<br />
AnimalaVegetal-C85<br />
SensuelEnvoutant-C85<br />
Frais-Leger-Vert-C85<br />
Mascul<strong>in</strong>Fem<strong>in</strong><strong>in</strong>-C86<br />
Poivré-C86<br />
Epicé-Exotique-C86<br />
Raff<strong>in</strong>é-C86<br />
Fleuri-C86<br />
Fraicheur-C86<br />
Fleuri-Capiteux-C87<br />
Epicé-Poivré-C87<br />
EauFraiche-C87<br />
Poudré-Sat<strong>in</strong>é-C87 Vert-Frais-Boisé-C87<br />
Poivré-Epicé-C88<br />
Fleuri-C88<br />
Frais-C88<br />
Fruité-C88<br />
Sucré-Fruité-Jeune-C89<br />
Gai-Dynamique-Frais-C89<br />
Agressif-Poussiereux-C89<br />
Piquant-Puissant-Boisé-C89<br />
Results<br />
Consumers Sensory Description<br />
Results<br />
Consumers Sensory Description<br />
Attributes<br />
Attributes plot <strong>of</strong> <strong>the</strong><br />
plot <strong>of</strong> <strong>the</strong><br />
Consumers<br />
Consumers' <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong><br />
' <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong>
L<strong>in</strong>k<strong>in</strong>g Experts <strong>and</strong> Consumers Descriptions<br />
AngelEP<br />
LolitaLempickaEP<br />
ShalimarET<br />
AromaticElixir<br />
PurePoisonEP<br />
N5ET<br />
InstantEP<br />
C<strong>in</strong>emaEP<br />
CocoMademoiselleEP<br />
Jadore EP<br />
Experts<br />
Animal,<br />
Musqué Musqu<br />
Poudré, Poudr<br />
Patchouli<br />
Chypré Chypr<br />
Boisé Bois<br />
Cuir<br />
Oriental<br />
Vanillé, Vanill<br />
Lav<strong>and</strong>e<br />
Hespérid Hesp ridé<br />
Fruité, Fruit<br />
Capiteux,<br />
Enveloppant,<br />
Envoûtant,<br />
Envo tant,<br />
Provocant,<br />
Entêtant, Ent tant, Chaud,<br />
Lourd, Puissant,<br />
Animal, Pr<strong>of</strong>ond,<br />
Oriental, Épic picé,<br />
Musqué, Musqu , Chypré, Chypr<br />
Poivré, Poivr , Aromatique,<br />
Poudré, Poudr , Fém<strong>in</strong><strong>in</strong>, F m<strong>in</strong><strong>in</strong>,<br />
Raff<strong>in</strong>é, Raff<strong>in</strong> , Élégance, gance,<br />
Dist<strong>in</strong>ction<br />
Fleuri, Fruité, Fruit<br />
Frais, Léger, L ger,<br />
Agrume,<br />
Naturel, Discret,<br />
Consumers<br />
Angel EP<br />
Lolita Lempicka EP<br />
Shalimar ET<br />
Aromatic Elixir<br />
N5 ET<br />
Instant EP<br />
C<strong>in</strong>éma EP<br />
Pure Poison EP<br />
J’adore ET<br />
J’adore EP<br />
Jadore ET<br />
Hespérides<br />
Hesp rides<br />
Agrumes<br />
Jeune,<br />
Dynamique,<br />
Pleasures EP<br />
PleasuresEP<br />
Pr<strong>in</strong>tanier,<br />
Coco Mademoiselle EP<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Preconceived ideas<br />
_ Not possible to do for consumers ?<br />
� Too difficult ?<br />
� Too long ?<br />
� Too many <strong>perfume</strong>s ?<br />
_ Consumers th<strong>in</strong>k hedonic only ?<br />
_ Difficult to be <strong>in</strong> l<strong>in</strong>e with <strong>perfume</strong>rs ?<br />
_ Impossible to l<strong>in</strong>k experts <strong>and</strong> consumers ?<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Conclusions<br />
_ Consumers had no problems us<strong>in</strong>g<br />
<strong>the</strong> <strong>Flash</strong> <strong>Pr<strong>of</strong>ile</strong> methodology<br />
_ Consumers <strong>and</strong> description<br />
Not a simple “hedonics only” description<br />
_ Perfumers <strong>and</strong> Consumers<br />
Similarities <strong>and</strong> differences<br />
_ Translat<strong>in</strong>g <strong>the</strong> consumers words <strong>in</strong>to Perfumers<br />
expert descriptions<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
_ Consumers cluster<strong>in</strong>g<br />
What's next ?<br />
_ Screen<strong>in</strong>g proposals accord<strong>in</strong>g to <strong>the</strong> expected<br />
market<strong>in</strong>g <strong>and</strong> consumers' evocations<br />
_ Create <strong>the</strong> most relevant <strong>and</strong> evocative briefs for <strong>the</strong><br />
<strong>perfume</strong>rs<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
Thank you<br />
<strong>and</strong> Acknowledgements<br />
_ The authors would like to thank <strong>the</strong> 89 consumers <strong>and</strong><br />
<strong>the</strong> 6 <strong>perfume</strong>rs for <strong>the</strong>ir patience <strong>and</strong> seriousness<br />
_ The authors would specially like to thank Pr<strong>of</strong>. Marc<br />
Danzart for his help with <strong>the</strong> statistical data treatment.<br />
ESOMAR 2005 - New-York, NY G. Gazano et al.<br />
LVMH Parfums et Cosmétiques
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