Who is buying perfume? Why are they buying it? Are their reasons for buying perfume different based on gender, culture, profession, or geographical location? And who or what is influencing them to buy?
These are not easy questions to answer. Perfume is a difficult product to pin down because it straddles two categories at once: it is both a functional product (designed to make you smell good) and an aspirational lifestyle product like a watch or a car – the reflection of a personal and complex interwebbing of desire, imagination, and ambition.