It is emotion, memory, and content.
Smell is the only feeling that does not pass through the thalamus. It reaches the cerebral cortex close to the hippocampus at a very fast rate. The hippocampus is in charge of memory, so the sense of smell is always strongly connected with human memory and emotion. This also explains why “Salon Fragrance” is both a commodity and a work of art.
We have reported “O D’HORA Time”. The company was founded in July 2015 and is the first fragrance designer brand in China. The business not only has an independent salon fragrance series directly to C, but also provides to B’s brand fragrance design, fragrance customization and other services. Founder Fu JieniAfter graduating from Peking University, I went to France to study abroad. I was driven by interest and embarked on the road of fragrance. is the French Gras perfume school 2014 Fragrance, François Demachy, chief perfumer of Dior Dior, graduated with perfume design.
Perfume consumption, unlike other FMCG products, is a consumer category that is highly experienced and highly emotional. Although it is in line with the consumer psychology of young people “happy”, , after all, the attributes of the experiential products are not just needed. In the case of limited spending power, the problem facing perfume consumption is that consumption priority lags behind.
Based on this, since last year, the team’s curriculum has also been built around the experience, and Time has made a systematic attempt in the business direction of education. From professional to introductory, from niche to the general public, from heavy experience to light experience, there are courses with different prices and different levels.
Before speaking professional courses, at the end of 2017, Shiguang officially cooperated with the Grasse Institute of Perfumery (GIP) in France to become the official representative of the Chinese region. The two sides jointly organized the Technical Perfumery professional introduction course of the fragrance culture. . The course is divided into three phases, the first two phases of the course are held in Shanghai, and the third phase is completed at the Grasse Perfume College in France. After studying through the full stage, you will receiveThe Certificate of Completion jointly issued by the Institute of Perfume (GIP) and O D’HORA. This is also the first time that GIP has developed a perfume culture course in China.
This course is designed for people who want to get started from a professional perspective and understand the art of perfume. For those who want to enter the perfume company, engage in fragrance-related industries or create their own perfume brands, each session will enroll 12 people. Last year, the United College completed the first course.
Perfume is an exotic product, so Consumers’ acceptance of domestically produced salons takes time and requires brand precipitation. As the C-end has a direct recognition of the Salon brand, in addition to the product, the brand’s professionalism, brand story, are important content that consumers will refer to when choosing. Therefore, from the perspective of brand building, time has become the official representative of China’s Glas perfume school, as well as the joint school curriculum, have done a good endorsement and accumulation of the brand’s professionalism.
In addition to the professional courses at Grasse College, Time has also offered the following levels of experience:
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A study tour to find a fragrant tour. At Union Grasse College, more users who want to participate, but time-difficult users will be brought into the perfume industry, and team will go to Grasse to visit all aspects of perfume production. Some students who have passed the class will also sign up.
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The theme of the fragrance class. It is held once a month and has different themes according to the season. The scale of the course is about dozens.
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No classy fragrance. It is more suitable for the introduction of Xiaobai, and helps the fragrance white people to quickly understand and understand the fragrance in the form of flash. Previously, a professionally trained fragrance counselor will assist with the completion of the course.
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Shared Culture Salon. Combine music, books, paintings and other art forms to share professional perfume culture with partners interested in perfume culture. The salon can reach 200 people.
In addition, the team is also considering the online fragrance class, sending the package in advance, but subject to interaction restrictions, so the course content is still being polished. According to Fu Jieni, up to now, more than 8,000 users have participated in offline courses.
China’s salon fragrance market is still in the incubation period. At this stage, Time is exporting more professional practitioners to the perfume industry in the form of education. Although time and labor costs are highly invested, there are opportunities at the enterprise side. Establishing influence, and each course is a brand exposure, and it is also a way to establish a new brand education market and establish barriers.
After last year’s test, the Time Team found that the product + experience model is a relatively viable solution. Recently, the time-honored Taobao shop has also been officially launched. Fans who have accumulated in WeChat and offline channels have begun to spread their word of mouth. Taobao has successfully launched without publicity. Time is also facing the C-end products, and also launched a third series.
Fu Jieni told us that the concept of Sharon is not yet popular, and even many people are still biased against perfume. Time has also been exploring the content of perfumes in line with the cultural context of the Chinese people, as well as more accents that can be accepted by the Chinese. The store opening plan will also be launched next year. The company won the angel round of financing last year and plans to start a new round of financing at the end of this year.