CNBC.com gives a gloomy rundown of the fine fragrance market. Here’s change in sales versus previous year (data from NPD):
According to CNBC sales have “languished” since 9/11 and “dropped precipitously” in the current recession, dealing “a body blow to the industry.”
Tough times. So how does the industry’s supreme flack respond?
“The recession just kind of put the last nail in the coffin, to put it bluntly,” said Rochelle Bloom, president of the industry’s trade group, The Fragrance Foundation.Hunh? I thought trade groups were supposed to talk their industry up, not down.
Bloom drives a few more nails into her employer’s coffin. Fragrance, she tells CNBC, gets “a bum rap” because many people believe it is “unacceptable” in the workplace, it is “bad for the environment” and that it triggers “allergies.”
Is this a super-tricky ninja PR move to stun the fragrance facists by repeating their own propaganda back at them? No, it’s the launch of new industry-wide promotional campaign.
The “One Mighty Drop” campaign is striving to remind people that it can be “part of the emotional heartbeat,” Bloom said.Powerful emotions—like rage, grief, anger, fear? One drop changes everything—like blotter acid, Botox, dendrobatid toxin?
Indeed, scents can trigger powerful emotions and help people recall certain memories. It is that emotion that the industry is hoping to tap into with its tagline “One Drop Changes Everything.”
As the Red Queen said, “Take a minute to think about it, and then guess.”
Alice found a cake labeled “eat me” and a bottle labeled “drink me”. Now, the Fragrance Foundation gives her a bottle labeled “spritz me” and hopes for the best.