Personalization Can Help Fragrance Brands Compete In A Saturated Market, Ferragamo Parfums CEO Says

Fragrance personalization could be an additional way to compete in a saturated fragrance market, according to Luciano Bertinelli, CEO of Ferragamo Parfums, part of the luxury company Salvatore Ferragamo S.p.A. He said, however, that additional sales from personalized fragrances would not be worth the complex business model it would require. Bertinelli said the perfume industry could benefit from intellectual property protection, which is currently lacking in fragrances. He said by combining stand-alone stores with their fashion business, global brands can enhance their image and attract customers who are not only interested in fragrances.