By  on May 20, 2011

As we were putting together this, our first fragrance issue, I asked Ron Robinson, the founder of, to canvas his members and ask them what drives their fragrance purchases. While some talked about buying into the gestalt of a specific brand or celebrity and others talked about the appeal of the bottle, most of the answers centered around the emotional appeal of scent. “What makes me buy a fragrance is, of course, how it smells, but more so how it makes me feel,” said Carol H. “I feel better about myself when I smell good. I love trying new fragrances and it’s a pick-me-up, especially if I’m not having a good day,” wrote Dana K. A contributor named MJ wrote: “To me, fragrances are very evocative of specific times and places, even people. I like to get a new fragrance to embody an event or time of my life. Whenever I smell that scent, I’m transported in time to the special moment.”

No one is better at creating compelling stories around fragrance franchises than this issue’s cover subject, Coty chief executive officer Bernd Beetz. Over the past decade, he has transformed Coty into a fragrance powerhouse by creating a three-pronged strategy consisting of celebrity, designer and lifestyle brands. Now Beetz has set his sights on dominating in skin care and makeup as well, with the goal of becoming a top-five beauty company by 2015. As Molly Prior reports in “The Player” on page 38, those who know the ubercompetitive executive say he is more than up to the challenge. To those companies already in the top five, including Beetz’s friend and tennis partner, Estée Lauder Cos. Inc. chief executive officer Fabrizio Freda: Consider yourself warned!

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