Naming a perfume

    I sold a name for a perfume last month so naming fragrances has been very much on my mind. I've started to think about developing new names and I'll probably put more effort into it in the future than I've ever done in the past.

    Think of it this way. A large number of fragrances are now being launched each year by a handful of large companies. Then there are the dozens upon dozens of fragrances being launched by smaller companies. Each one of these fragrances has to have a name -- a unique name -- but the name also must be appropriate for the perfume you are selling.

    Finding a great, original name for a new fragrance is challenging, and sometimes names collide -- two marketers hitting on the same name. If this happens to you, hope that you were the first to use that name and have some backup showing the first date on which you made sales. It could become important.

    The issue of originality is tricky and you can never be 100 percent sure that a name you have chosen isn't already in use somewhere else with another person or company having the right to that name and the potential power to block you from continuing to use it.

    Still, if you do some Google searches for the name you want and nothing remotely like a fragrance comes up, and then you do a TESS search at the U.S. Patent and Trademark and nothing shows up in the fragrance category, you can be pretty comfortable that the name is available for your use. But it doesn't become yours until you use it -- ahead of anyone else.

    For a few more notes on naming a perfume and the rights you acquire, read "Naming Your Perfume And Protecting Your Perfume's Name."
    Also, I've written a bit on this topic in my "Perfume Strategies You Missed This Month" newsletter and back issues are available here.

Contest: Marker Most Likely To Sell The Most Perfume

    I'm organizing a little contest this summer for the "Marketer Most Likely To Sell The Most Perfume," with the winner receiving some (free) perfume to sell.

    The details of the contest will be coming out in July. They will be announced at my Perfume Strategies website and through my "Perfume Strategies You Missed This Month" (free) newsletter.

    The purpose of the contest is to identify someone -- who may not even think of themselves as a marketer, much less a marketer of perfume -- who really does have the ability to sell a bit of perfume, if they can muster up a bit of creative thinking.

    The winner will get set up with a "starter" quantity of perfume -- with their own chosen brand name and labeling -- all for free. If they really can sell perfume, more of the same will be available at a price that works for both of us.

    I invite you to follow the announcements for this "Summer of 2014" contest, on our website or free newsletter. You may want to enter yourself and admission to this contest if FREE.

Keep it cheap!

If these two bottles cost the same, and your formula requires the same amount of either one or the other, and either choice will give you essentially the same result (these shown would not!), which bottle do you think would give you a marketing advantage?

    Don't get me wrong. I love beautiful -- high quality -- fragrances. I would never ask my wife to use some cheap junk garbage perfume. But if you want to make perfume yourself, unless you are independently wealthy or have a wealthy patron, you'll find yourself giving consideration to what aroma materials cost.

    I have several fragrances in my own "line" that employ relatively costly ingredients. I enjoy them and those who have purchased them enjoy them. But mostly they were made as small scale experiments -- tests to explore my own interest in these materials. I cringe at what I would have to go through to produce them on anything like a commercial scale.

    Lately I've had the not unreasonable desire to put my fragrances in the hands of more people. That means being prepared to scale up production, and that means having to put up more money.

    I think back at the time when Honda first invaded the American market. It was with a ... MOTOR SCOOTER! In fact they had a group SING about it and the song got substantial air time, drilling into our heads the brand name and the notion that it was cool.

    Worming their way in with motor scooters, Honda progressed to small automobiles. But today, in addition to their "Honda" cars and industrial equipment, they also have a line of LUXURY cars, the Acura.

    When you're developing your formulas, give thought not only to where you want to be but also to how you might get there. Starting small can be smart. And starting small can force you to think harder about your formulas and put greater effort into producing great perfumes while keeping your formulas ... cheap!

The end of Confusion (II)

The Music

The fragrance

   
     I've written about the rise of Confusion II as a perfume intended for a marketing test. Perhaps I've not said much about the test itself but now a pretty explicit report has been made available to members of the Perfume Makers & Marketers Club in our February newsletter.

    As you can read it there (by becoming a Club member) I won't go into all the details here. But I will give you an abbreviated version of the story, without the numbers, so to speak.

    My plan for Confusion II was to find a band or performer who would make it their own and market it on their "merch table" at gigs and, through their online store, if they had one.

    The recruiting details and outcomes appear in the Club newsletter article but I can announce here that I have found the group I was looking for and last Saturday "Confusion II" made its first appearance as Children of the Rhythm by The Big Takeover, a reggae/ska/rock band out of New Paltz, New York, although members are scattered around the region.

    The new name of the fragrance, Children of the Rhythm, is simply the name of the band's new CD. Both are available at the band's gigs and at their online store.

    And both are getting excellent reviews!

Creating Your Own Perfume With A 1700 Percent Markup!

    I've lost track of how many people have told me they've been helped by this book, to get over the obstacles that held them back from creating their own perfume. I just revised the web page describing the book and each time I do it, I feel I miss the essence of what this seemingly crude book is all about, and what it's done for others. Actually I was the first to profit from the information, before I put it down in the book.

    My situation back in 1993 was this. I had a sure shot opportunity to sell a men's cologne and, while I knew next to nothing about perfume at the time, I did know it could give us a good markup -- if we got it directly from a manufacturer rather than buying it through a wholesaler, which is what we had done for a marketing test.

    A person working for me at the time went out and put it all together -- or almost all together. We had a fragrance from Novarome (now part of Robertet), we had 1,000 sprinkler neck bottles, we had caps, we had labels -- all ready to be assembled. Then the filling house told us (this was in 1993) our job was too small. They refused to do it. And the ads had already been placed!

    The book tells, in step by step detail, how a commercial job became a do-it-yourself project -- successful, but only after we worked out technical hurdles that almost sank us. The good news was that we sold all 1,000 bottles, every one at full price, and then made more!

    Since writing the original version of this book I've added a lot to it, based on what I've learned since 1993. At the time I never imagined that I would become my own perfumer or that, all these years later, I would find myself deeply involved with perfume and loving it.

    Today, for me, it's more than a high return product but at the beginning I was just watching the numbers.

    If you are thinking of launching your own perfume, you might be surprised to find how beautiful scents can grow on you and your business might someday take the direction of art.

Creating perfume for a marketing test

Weighing out 300 ml of Confusion II

    What you see on the scale in the photo above is not a large amount of juice but enough, when alcohol and water have been added, to fill 100 bottles.

    The fragrance oil in the beaker was mixed on the scale by adding the required weight of each material -- first by pouring from their containers and then, for the final few grams, by transferring the material with a disposable plastic pipette, I buy these pipettes several hundred at a time.

    From the beaker the fragrance was poured into the bottle seen at the left edge of the photo. There it will stand, at room temperature, for about 30 days. From time to time I'll shake the bottle.

    This is a small amount of fragrance oil but it is intended for a very special test in a limited market. In the event that it proves a very large success -- far more than I anticipate -- I'll contract out both the production and the filling but, realistically, the project will probably remain "in house" for at least another 12 months.

    If selling perfume is of interest to you, you should try a 3-month subscription to our Perfume Makers & Marketers Club. A trial membership is very affordable.

From drops to gallons - math for perfume production

Weighing 10 ml of "Confusion II"

This article is a continuation of my previous post.

    In front of me I have a bottle holding a small batch of a new perfume, "Confusion II." I'm working a plan to market it in a particular niche which, hopefully, will be nicely profitable. I've settled on the number of bottles I want to produce initially to test the market and my marketing concept. Now I need to produce the perfume.

    You may think this is the easy part and, in a way, it is. Once the formula has been developed, the rest is pretty mechanical. But it is also where serious money will be spent. Don't believe those who tell you that the fragrance in the bottle costs next to nothing. For a small company buying aroma materials in small quantities, what goes into the bottle costs plenty.

    So it's important to match the amount of fragrance being produced with the needs of the project. Produce too much fragrance and you eat up the profits from what you sell. Accurate calculations are important.

    First off, how many bottles do you want to fill and how much fragrance will be needed to fill those bottles?

    Suppose I want to fill 300 bottles, a small enough quantity that I can easily do by hand. And say I'm working with one ounce bottles, bottles that hold 1 fluid ounce which is about 29 ml.

    So I'll need (300 x 29) or 8700 ml -- 8.7 liters --  of the finished perfume to fill my 300 bottles.

    But I'll add another 100 ml to allow for spills and waste. My hand is reasonably steady but I know from experience that there will be spills and waste and I don't want to find, after all my bottles are lined up, that I only have enough fragrance to fill say 285 bottles -- meaning I'll now have to make a whole new batch of the perfume just to fill those additional 15 bottles.

    So for this example I'll need 8800 ml -- 8.8 liters -- of perfume to fill my bottles. But now look at the composition of the perfume. Say I decide to use the fragrance at 10% -- an eau de cologne strength -- which means I'll only need  880 ml (0.88 liters) of fragrance itself and then 7920 ml -- 7.92 liters -- of alcohol. (The alcohol here may be a 90% alcohol -- 180 proof -- with 10% being water to 90% alcohol.)

    So I get ready to produce 880 ml of my fragrance. But wait. I developed my formula by WEIGHT. To calculate how much I'll need I have to determine what 880 ml of this particular formula will weigh. It's time to get out the scale.

    In the photo above, 10 ml of fragrance are being weighed. The weight for 10 ml of this particular fragrance, my "Confusion II," is 9.55 grams. This means 1000 ml -- one liter -- will weigh 955 grams or 0.955 kilos.

    So in order to produce the approximately one liter of fragrance needed to fill 300 1-fluid ounce (29 ml) bottles with "Confusion II" at 10% fragrance, the balance being alcohol and water, I would need to produce, by weight, 0.955 kilos of "Confusion II."

    Now, working with my formula which shows the percentage, by weight, of each required material, I can calculate the weight that will be needed of each.

    The rest is simple. Weight out the materials and combine them. Give the perfume one to four weeks to become well blended. Then, by nose, make sure it smells right. If all is okay, add the required alcohol and water and let it blend for another one to four weeks. Then it can be bottled and sold.

    These are the steps needed to convert your perfume formula measured in drops to a formula measured by weight that can easily be used to produce as much of your perfume as you want.