There’s more emotion behind

the fragrance sensuality

Global Avon NeedScope

 Fragrance is more emotional and less functional than any other Beauty
Category...
Emotion-driven category

Function-driven category

Fragrance Shower Gel Body Care Color Face Care

Fragrance
Emotions / Needstates descriptions
+ + Mostly functional Mostly functional
Functional benefits
Fragrance Emotions / Needstates benefits benefits
descriptions +
Functional benefits
The Global NeedScope is a segmentation study designed to help to define the
portfolio strategy based on consumer needs and emotional connection with
brands
How?

1. NEEDS 2. PORTFOLIO 3. MASTEBRAND

Sizing and characterising • Defining clear positionings Finding a sustainable
consumers’ male and female and “looking and feel” position strategy for Avon
PERFUME NEEDS allowing differentiation Masterbrand
among brands
• Finding white spaces
• Avoiding overlaps
• Supporting brand portfolio
reduction
EMOTION is at the heart of NEEDSCOPE

NeedScope offers a different way of NeedScope helps us understand how consumers

understanding our market, it segments choose between brands competing for the same
according to consumers’ emotive needs. consumer growth opportunity.
Consumers expectations for perfume (by men and women).

Know How Sensuality Self-confidence

Best quality, reliability, perfume Sensualizes, makes sexy, Provides self-confidence, vanity,
expertise, professional and seductive, romantics and for elegance, youthful radiance,
connoisseurship lovers, glamour modernity

Long lasting Pack Joy w/o issues

Despite fragrance type, perfume needs Pack stands for the identity of the No stains, no irritations
to stay long. Some want it strong and perfume more than anything else.
others want it subtle
Glass and atomizers provide the
requested impression of quality
NeedScope works with two human dimensions

n Vertically, the model divides the needs into extroversion and introversion
n From the left to the right, the needs of belonging vs. standing out and differentiation

Extroversion
Expression
Energy

Receptivity Power
Integration Assertiveness
Affiliation Individuality

Introversion
Relaxation
Security
NeedScope can be divided into two axes: state of mind (vertical)

Fragrance is to energize, boost your vitality and freedom, bring positive energy, accompany you, be a part
of your day. Fragrances should help you express yourself and excite others around you

Energy Boost

Sensuality and Self Confidence

Quiet peace

Fragrance is to wrap you, inspire a feeling of comfort and serenity, enhance their intimacy yet nostalgy.
Fragrance should reflect their inner world and help them to balance and receive well being

Observation: Positions based on the qualitative study; territories named at this stage are subject to change throughout the study and during the quantitative stage.
And the axis of social attitudes (horizontal)

Fragrance is a way to
Fragrance is a trigger of underline who I am, of my
pleasant moments, happy status, my individual
memories and cheerful events. personality
It brings to mind the moment It's intense – it seduces,
when we felt comfortable and magnetizes and inhibits at
self-assured. the same time.

Outstanding
Strengthen

Seduction
It takes them to deep dimensions

Bond
Sensuality The pace is urban and the
that rescue memories, smell is decisive for sexuality
mother's lap, bonds, things Self confidence
It is about setting a
that leave a memory statement and underline the
role you want to play in this
It expresses feelings of love, occasion and moment .
romance, affection.
It takes them to a fraternal,
comfortable and safe world.

Observation: Positions based on the qualitative study; territories named at this stage are subject to change throughout the study and during the quantitative stage.
Quick spray of fragrance Needstates

Yellow Red

Free-spirited & Fun Physical & Energetic

Feeling uplifted & vibrant Feeling sexy & seductive

Brands should: be modern and innovative while Brands should: be avant-garde and modern to help
affordable, for young adults that like to party, making consumers feel bold and fearless
them feel excited and letting go.

Orange Purple

Warm & Friendly Sophisticated & powerful

Feeling in harmony and balanced Feeling self-assured and proud

Brands should: be reliable and modern without loosing Brands should: be the best-in-class, full of luxury, that
its closeness with consumer, helping them feeling it’s worth paying more for it, so consumers feel superior
unpretentious and honest and powerful

Brown Blue

Caring & Sensitive Intelligent and Competent

Feeling calm and serene Feeling knowledgeable and competent

Brands should: be reliable to help consumers feel Brands should: be serious and reputable brand, anchored
understanding and caring in its class and leadership to help consumers feel with
everything under control
Archetypes show different nuances in each colour

Yellow Red

Free Spirit
Free-spirited & fun Physical & energetic

Orange Enchantress Purple

Everyman, regular guy Ruler
Warm & friendly Sophisticated & powerful

Magician
Brown Blue
Caring & sensitive Intelligent & competent

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