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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Givaudan: Firm has teamed with iPerfumer to design an iPhone application to help consumers navigate the perfume market. "Many people are so daunted by the choice that they walk away. Others simply buy the same perfume every time because it is a safe choice. Our research shows that young people particularly are not becoming fragrance buyers, but they love technology," says Maurizio Volpi, marketing director at Givaudan Fragrances. The consumer guide in iPerfumer contains a database of over 4,000 prestige perfumes. The free download, available at the Apple App store, recommends perfumes based on an algorithmic calculation derived from user preferences and data gleaned from the iPerfumer user community
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