Understanding the marketing exceptionality of prestige perfumes

Moving from a luxury market to a "mass luxury" market

The principle of affinity and DNA of a brand

Motivations for buying a prestige perfume

Introduction the notion of DNA for a perfume brand

Discovering & pinpointing the brand DNA of five great perfume brands

Valuing perfume lines according to the specific criteria of the brand DNA

A case study to explicate the method

How to develop a second/third (or further) perfume of a brand

Inside the mind : expectations about one's perfume

About the niche brands

What we should keep in mind regarding prestige perfumes

The mass market perfumes

About body sprays

Summary of the rules for each of the three perfume categories

Index.