In a struggling fragrance market, Veronique Gabai-Pinsky, global brand president of Estée Lauder Aramis and designer fragrances division, knows how to stay ahead of the curve.
One example of a scent with staying power is DKNY’s Be Delicious, which moves one unit every eight minutes. To replicate that success, Gabai-Pinsky explained that the first time a consumer buys a fragrance it’s because they’re interested in the story. The second, third and fourth time they buy a fragrance it’s about the juice. “We have this mantra of ‘recruit, retain, revive’,” said Gabai-Pinsky.
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