Abstract
In this chapter, we dissect the sense of smell and see how brands like Chanel, Maxim’s de Paris, and Montblanc involve celebrities and turn trends into classics, making the most of our biochemical urge to imitate successful individuals. We also use the Influencers’ map to find the right brand ambassadors.
“Classics never make a comeback. They wait for that perfect moment to take the spotlight from overdone, tired trends”.
Tabatha Coffey, celebrity hairstylist and TV personality
(Booth, 2016)
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Badenhausen, K. (2017, June 15). Cristiano Ronaldo produced nearly $1 billion in value for sponsors on social media. Forbes. Retrieved from https://www.forbes.com/sites/kurtbadenhausen/2017/06/15/cristiano-ronaldo-produces-nearly-1-billion-in-value-for-sponsors-on-social-media-this-year/
Bittel, J. (2014, November 22). Four weird ways animals sense the world. National Geographic. Retrieved from http://news.nationalgeographic.com/news/2014/11/141122-crabs-snakes-smell-taste-nose-science-biology/
Booth, D. (2016, December 26). Motor Mouth: Buick and Volvo are the comeback kids. Motormouth. Retrieved from http://driving.ca/buick/auto-news/news/motor-mouth-buick-and-volvo-are-the-comeback-kids
Brooke, E. (2014, October 1). Here’s hoping Taylor Swift’s new fragrance sells better than the last one. Fashionista.com . Retrieved from https://fashionista.com/2014/10/taylor-swift-fragrance
Chartrand, T. L., & Bargh, J. A. (1999). The chameleon effect: The perception – Behavior link and social interaction. Journal of Personality and Social Psychology, 76(6), 893.
Derval, D. (2010). The right sensory mix: Targeting consumer product development scientifically. New York: Springer.
Derval, D. (2016). Luxury brand marketing 奢侈品品牌营销:创建·实施·案例. Shanghai: Donghua University Publishing.
Derval, D., & Bremer, J. (2012). Hormones, talent, and career: Unlock your Hormonal Quotient®. Berlin: Springer Science & Business Media.
Finances Online. (2014). 10 most successful celebrity scents: Signature perfumes by Rihanna, Beyoncé and more. Finances Online. Retrieved from https://financesonline.com/10-most-successful-celebrity-scents-signature-perfumes-by-rhianna-beyonce-and-more/
Gharib, A. (2016, December 19). Interview by Diana Derval. Amsterdam: DervalResearch.
Heyes, C. (2001). Causes and consequences of imitation. Trends in Cognitive Sciences, 5(6), 253–261.
iscentyouaday. (2016, January 26). Taylor Swift incredible things. I scent you a day. Retrieved from http://iscentyouaday.com/2016/01/26/taylor-swift-incredible-things/
King, J. (2016, July 22). Perfume marketing based on nostalgia syncs best with consumer behavior. Luxury Daily. Retrieved from https://www.luxurydaily.com/perfume-marketing-based-on-nostalgia-syncs-best-with-consumer-trends/
King, A. J., Cheng, L., Starke, S. D., & Myatt, J. P. (2012). Is the true ‘wisdom of the crowd’ to copy successful individuals? Biology Letters, 8(2), 197–200.
McElreath, R., Boyd, R., & Richerson, P. (2003). Shared norms and the evolution of ethnic markers. Current Anthropology, 44(1), 122–130.
Moreira, A., Diógenes, M. J., de Mendonça, A., Lunet, N., & Barros, H. (2016). Chocolate consumption is associated with a lower risk of cognitive decline. Journal of Alzheimer’s Disease, 53(1), 85–93.
Price, M. E., Brown, W. M., & Curry, O. S. (2007). The integrative framework for the behavioural sciences has already been discovered, and it is the adaptationist approach. Behavioral and Brain Sciences, 30(1), 39–40.
Raffles. (2013, April 17). Raffles celebrates art for 2013. Raffles Hotels & Resorts. Retrieved from http://m.raffles.com/press-room/news/raffles-celebrates-art-for-2013/
Rizzolatti, G., & Craighero, L. (2004). The mirror-neuron system. Annual Review of Neuroscience, 27, 169–192.
Santos, S. K. (2015, June 12). 14 best celebrity meals on Instagram. Harper’s Bazaar. Retrieved from http://www.harpersbazaar.com/culture/travel-dining/g5845/best-instagram-celebrity-meals/
Sebastian, S., & Puranik, N. (2016). Recent concepts about sense of smell, odorant receptors and physiology of olfaction-an insight. Physiology and Pharmacology, 20(2), 74–82.
SocialBakers. (2016). Social media overview 2016. SocialBakers. Retrieved from http://www.socialbakers.com
VisitDubai. (2017). Top ten places to visit in Dubai. VisitDubai. Retrieved from http://www.visitdubai.com
Wahba, P. (2016, February 4). The maker of Taylor Swift perfume says celebrity fragrance sales are falling. Fortune. Retrieved from http://fortune.com/2016/02/04/elizabeth-arden-taylor/
Woody, E. Z., & Szechtman, H. (2006). Uncertainty and rituals. Behavioral and Brain Sciences, 29(6), 634–635.
Ziegler, A. B., Berthelot-Grosjean, M., & Grosjean, Y. (2013). The smell of love in Drosophila. Frontiers in Physiology, 4.
Zoumas, B. L., Kreiser, W. R., & Martin, R. (1980). Theobromine and caffeine content of chocolate products. Journal of Food Science, 45(2), 314–316.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this chapter
Cite this chapter
Derval, D. (2018). Building Iconic Brands. In: Designing Luxury Brands. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-71557-5_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-71557-5_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-71555-1
Online ISBN: 978-3-319-71557-5
eBook Packages: Business and ManagementBusiness and Management (R0)