____________________

When we stand with a scent in hand and sniff, our perceptions often boil down to a simple like or dislike of the scent. However, in reality, we have unconsciously made numerous subconscious and conscious considerations about the scent to arrive at this conclusion 🤹‍♂️

With the meteoric rise of niche in the West, and an increasing number of consumers possessing varying levels of sophistication and a shared vocabulary, for many, this evaluation has grown even more nuanced.

Based on dozens of interviews with niche enthusiasts, analysis of blogs, online communities and hundreds of fragrance reviews on Fragrantica, I've identified five overarching categories through which consumers evaluate a niche perfume at point of sale:

1️⃣ EVALUATION OF SCENT 👃 - Liking of the scent (aided by our comprehension of the scent)- Its evolution from start to finish (though first impressions last)- Assestment of strength, projection, sillage and longevity

2️⃣ EVALUATION OF BOTTLE 🍾 - How does the bottle look and feel?- How will it fit into my home decor?- Is there congruency between the bottle and its name, looks and how it smells?

3️⃣ INTRA-PERSONAL CONSIDERATIONS 🙈 - What feelings, memories, and associations does the perfume evoke in me?- Does the brand/product story resonate with me?- Can I see myself wearing it?

4️⃣ INTER-PERSONAL CONSIDERATIONS 🙉 - Is it masculine, feminine, or both?- Is it attractive? And will it get me compliments?- Is it unique?- What do others say about this perfume?

5️⃣ CONTEXT 🔍- In what context does the perfume fit? - How does the perfume fit into my collection?

__________________________________
Some of these questions are personal and can only be answered by the individual. For others, they may seek advice from sales personnel(as I do in the video), consult friends, or gather information from niche fragrance communities, Fragrantica, and YouTube/TikTok reviews.

The easier consumers can navigate these considerations, both consciously and subconsciously, tangible and intangible, and emotionally connect with brands, perfumers and products, the more likely they are to enjoy, select and advocate for them.