Surprising new consumer research results show Creed Perfume’s Spring Flowers has a significant gap in generating an emotional connection through its packaging. The research was conducted by Buyology Inc, which quantitatively measures the deeper emotional connections to brands and packaging. The upscale French perfume brand fails to excite female consumers and misses the opportunity to connect on the critical measures of engagement and motivation.
The study was conducted among 400 U. S. consumers in a packaging test to evaluate the non-conscious response to engagement and motivation measures. This method is unlike traditional research which elicits rational consumer responses to brand stimuli. Among the eight brands tested across a variety of categories, Creed perfume had the lowest ratings in the test on the engagement measures. Their deep pink colored box and bottle failed to generate the excitement and surprise necessary to attract attention and stimulate consumers. The Creed results displayed below are compared to brands in chocolate and feminine care categories.
The test included respondents with income levels up to $250k a year to evaluate whether an expensive perfume does better among high income consumers. Sadly, the results remain flat on engagement across respondents in both low and high-income levels, as well as among young and older females.
On the motivation measures the Creed package was also rated poorly. The two spider charts below compare the motivation scores for a chocolate brand package compared to the Creed Spring Flowers package. Of particular importance among the motivation measures is the cool score, which Buyology measures across many brands and industries in their Cool Stats tracking. Cool is an important predictor of future brand success because it measures the vortex of emotional and cultural heat on a brand. The low cool score for Creed across all income levels and ages is significant since cool is an important lever to build the emotional momentum necessary to drive purchase, particularly for an expensive perfume.
Here are some of their reactions:
1. Too girly
2. Tacky, cheap
5. For older ladies, old fashioned
7. Not interesting
9. Too sweet
The stuff you miss in evaluating packaging has a cost. If you are missing the assessment of emotion through nonconscious measurement in the way you evaluate packaging, as is the case here with Creed’s Spring Flowers, you may be sending the wrong message to your customers without even knowing it. And, that’s a problem. While many consumers in this test may not have been aware that Creed perfume sells for $240 a bottle, it is clear the position of an exceptional luxury perfume is not being communicated through its packaging to women of all ages. What a shame.
Creed perfumes are wonderful fragrances made with hand-milled ingredients. Their Spring Flowers perfume is created with notes of French apple, fresh peach and melon combined with the queen of all flowers, the rose, and blended by hand by master perfumer Olivier Creed in Paris.
image credit: entre-nouz
Donna Sturgess is the President and Co-founder of Buyology Inc and former Global Head of Innovation for GlaxoSmithKline. Her latest book is Eyeballs Out: How To Step Into Another World, Discover New Ideas, and Make Your Business Thrive.