What happens when you've been working on a fragrance and finally begin to get samples that people like? To sell your fragrance, people have to like it, yes? Yes, the people to whom you are marketing it.
It's not enough that many people like your fragrance. It has to be liked by the people you want to sell it to and if you're a small, independent perfumery, this might be a very small number of people. Yet they are the only people that count.
So if your marketing plan envisions a particular type of consumer and a promotion built around, say, certain graphic images, the perfume has to fit that market and the people in that market have to CONNECT with your fragrance on an emotional level. That goes beyond liking. In fact, they might not really like it at all but if it makes a statement they like, you could be making nice sales.
So if your theme is a bit dark, a bit mysterious, a bit of mental CONFUSION, a "nice," happy, cheerful fragrance would not be the answer, even if people like it when it is presented to them outside the context of your promotional message.
But you might say, "I'll change my message and market this cheerful perfume that people like to the people who like it. But think of it. You developed your dark marketing pitch because you believed you could make headway in a PARTICULAR niche. If you want to change your marketing, you'd better be sure that you have a viable niche for it and you're not surrendering a sure shot market for one in which you will get creamed by others who have more cheerful perfumes than yours and more skill at reaching people in that particular market.
On the other hand, do ask yourself if you can achieve controversy, a bit of confusion, and use few strange notes that seem to have come from outer space ... and still not only get people in your target market to buy it but also to wear it so the "message" (and fame) gets spread around.
It's a challenge.
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