Case study Lv Fragrance – Leaders, Creators, and Innovator

Purpose and Objectives: Each student will identify an individual, a brand, or an enterprise that has made a substantial and meaningful contribution to the practice of fragrance marketing. Each student will research and assess the contributions of their topic and how their mission and vision have worked together to make these contributions possible. In this way, students will gain an appreciation for the role innovation and entrepreneurship play in the evolution of the fragrance industry.

Resources: The following resources are recommended for preparing this assignment:

Ellena, Jean-Claude, Perfume: The Alchemy of Scent (2011), Chapter X The Players on the World Market. ISBN 978-1628721706

http://www.fragrantica.com/

• http://www.fredericmalle.com/
• http://www.fragrancesoftheworld.com/

http://www.perfumeintelligence.co.uk/

• http://www.wallpaper.com/

Framework and Process: Each student will identify an individual, a brand, or an enterprise that has made a substantial and meaningful contribution to the practice of fragrance marketing. Each student will conduct research into their topic to prepare and present a slide presentation sharing the following information:

• A clear statement of brand identity that identifies the mission, the vision, and the values that define their topic. What role does your topic play in the ongoing operation of the fragrance industry, and what makes them unique?

Identify for your topic their sources of inspiration and their core competencies. What does your topic do especially well?

• Identify the milestone moments and significant projects that represent key contributions for your topic to the practice of fragrance marketing.

Close with a summary of the overall contributions of your topic to the fragrance industry. What makes your topic a leader, creator, or innovator?