Perfume Story: August 2010 Archives

August 2010 Archives

The backbone of informational intuition is "mathematics"
Ms. Sylvie de France - Perfume bottle designer

image100830_01.JPGAfter alighting at the Danube station on the Paris Metro Line 7bis and entering her two-story room office, I am greeted by Sylvie's cheerful and peaceful smile. A natural scent of vitality flows from her. She says openly with a smile that "maybe it's because I have just returned from a vacation."This smile speaks volumes about her character.

Sylvie is France's foremost perfume bottle designer. Her design policy is to bring out a brand's individual qualities; put a shape to the idea the perfume maker is seeking and potentially considering ; and then to strive for a radical new design. She says that perfume makers generally put so much emphasis on communications and marketing that they tend to overlook design concerns. However, if creators fail to adequately articulate their products' potentials, the marketplace will understandably reject their goods. That's why she constantly talks about the importance of design to perfume makers.

In particular, she stresses that unless perfume bottles are seductive and leave an impression, they are meaningless.

She also says that since design expresses an era, understanding how that era is perceived and projected is crucial. Design, therefore, is created by past transitions, present trends and concepts of the future. Design advice is provided by her and it is understood by the perfume maker and when every member of the involved team is in agreement to go all out to market the product, then that design project will succeed.

In other words, she believes that her role is to help the team unity through design creation, and that is something she wants to keep on doing.

Since she designs bottles using this method, it seems that the crucial point is "listening" - listening to others. She makes an effort to listen to large numbers of concerned parties including consumers, salespeople, and marketing departments.

image100830_02.JPGShe says that it is vital to be highly sensitive and to have a keen perception for the "listening".

To brush up her intuition, she interacts with even more people. Gaining information from many people and keeping in touch with news is crucial, and the more information the better.

However, large bodies of information need to be filtered and deciding which information to discard is a key issue. Intuition plays a large role in such filtering work, ultimately, helping to narrow information down to useful items.

With this view in mind, Sylvie gathers information herself and believes that she possesses filtering ability. Developing this analytical ability helps to exercise information filtering intuition, but what she says is really necessary is mathematical ability ? a subject she has always had an aptitude for. To put it another way, she makes use of her ability to analyze all incoming information and process it in a precise manner.

She has 22 year career as a perfume bottle designer. She considers the whole, previous 22 years to be an asset. She attributes a trinity of creativity, marketing and technology to her "power". Ideally, she would like to create a legend in that "anything designed by Sylvie will be a market success". This refers to people constantly able to propose designs that give perfume makers confidence - praise that she, indeed, has received in recent years.

Her hobbies are gardening and she laughs about her once wanting to be a gardener. Listening to Sylvie talk about how she now just enjoys spending time in the garden, the "natural scent of vitality" I felt when I first met Sylvie comes flooding back.

Japanese young women possess high-level make-up skills, however, what are their cosmetics habits today?
image100824_03.JPGWhile women increasingly buy cosmetics at a drug store or by mail order rather than at a high-class department store due to the economic recession, what are Japanese young women's cosmetics spending habits as well as their general cosmetics habits?
  General trends are that Japanese young women spend an average of approximately US$115 (May, 2010) on cosmetics in a single month which, compared to US$33 for Europe (2008) and US$26 for USA (2008), is more than three times higher than that of other countries. This is in spite of increased trends to purchase cheaper cosmetics at a drug store or by mail order.
  Looking separately at how much women spend on skincare and make-up; statistics show that US women spend more on make-up products, while French and Japanese women spend more on skincare products. Japanese women especially view skincare treatment such as cleansing, face wash as well as moisturizing and eye make-up as vital.
  Japanese young women's sense of beauty is that "beautiful make-up rests on beautiful skin". Based on this consciousness, they tend to repeatedly purchase cosmetic (particularly skin-care) products they like irrespective of the price, and will make cutbacks for items they don't mind replacing with cheaper alternatives. Japanese young women have a firm control on their cosmetics spending habits.


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