Fragrance in the Marketing Mix, why and how fragrance is used in everyday products -- Allan McRitchie, Perfumer, United Kingdom
An expert look at how the psychology of fragrance is applied in the development of everyday consumer products and why one scent will make a person buy one product above another. Allan has worked on some of the world's most famous household brands such as Bold and Fairy Liquid and will explain why the scent is so important to the brand identity.
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