If you have a successful brand, as the wisdom goes, you should make the most of it. For many in the fashion industry or celebrity world, that means cashing in with their own perfume. However, creating a marketable fragrance takes a lot more than having a successful brand image, although, according to the experts, that is certainly a good place to start. As hundreds of different scents and fragrances battle it out for a share of what is now a 25 billion USD market, European Business spoke to Philippe Santi, Executive Vice President of Interparfums SA in France, which holds a respectable 2% of this lucrative market, about what it takes to come out of this business smelling of roses.
Interparfums SA
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Interview with Philippe Santi, Executive Vice President of Interparfums SA