French Essence, a premium perfume brand recently announced a new campaign #ContestAlert ‘Unlock Europe with French Essence’ in collaboration with Flipkart. Customers who purchase French Essence perfumes for Rs. 1399 on Flipkart are eligible to enter a draw for a chance to win a trip to Europe till 5 August, 2024.
Customers can participate by purchasing any French Essence product through Flipkart’s platform. In a change in marketing strategy this year the company is focussing on OTT and digital platforms. That is because it has observed that young consumers are increasingly moving away from traditional television. For the company, online and offline sales and distribution channels are both equally important.
Medianews4u.com caught up with Nidhi Gupta, founder, CMO, French Essence
Q. When French Essence launched in 2021 what was the opportunity seen in terms of disrupting the Indian fragrance market?
When French Essence launched in 2021, the opportunity to shake up the Indian fragrance market came from offering high-quality, European-style scents at prices that were more accessible. The market at the time mainly focused on luxury or budget fragrances by leaving a gap for a brand that provides quality at a reasonable cost.
By offering a range of modern and trendy fragrances, French Essence aimed to attract a broader audience, especially younger consumers looking for contemporary options. This approach allowed them to fill the gap in the market and appeal to both everyday wearers and fragrance enthusiasts
Q. French Essence is targeting a 15-20 percent market share in the coming five years. What is the game plan to get there?
We are focussed on several strategic initiatives, to achieve the target of a 15-20% market share in the next five years. We are leveraging online sales, which have noticed a significant increase over the past few months. With the previous Diwali season, we boosted our sales in the range of 2x to 3x growth. Our sales team is comprised of 400 professionals across India, particularly in the southern and northern states.
By expanding our reach and optimising our online presence, we are confident in capturing a larger market share and solidifying our brand’s position in the fragrance industry. Additionally, our pricing is reasonable and on par with market standards, ensuring we provide value to our customers while enhancing our market penetration.
Q. How do the three focus areas of quality, innovation and affordability give French Essence a leg up over competition?
The three focus areas of quality, innovation, and affordability give French Essence a significant advantage over the competition by addressing important consumer needs. Quality ensures that our fragrances are crafted with premium ingredients and meticulous attention to detail, offering a luxurious experience without the high price tag. Innovation allows us to stay ahead of trends, offering contemporary and unique scents that appeal to a wide range of consumers. Lastly, affordability ensures that our products are accessible to a broader market, making it easier for more people to experience premium fragrances. By combining these factors, French Essence successfully distinguishes itself and attracts a diverse customer base.
Q. In terms of marketing and promotional activities how did the idea of doing a contest with Flipkart come about?
The idea for a contest with Flipkart came from a mutual desire to create something unique and engaging. Knowing that French Essence is deeply connected to Europe, we thought it would be exciting to offer customers an opportunity to visit the place where we source our perfumes. Flipkart was enthusiastic about this unique approach.
The goal was to connect our brand with its European heritage, offering a lucky consumer the chance to see firsthand how our perfumes are made. This contest not only strengthens the brand-consumer relationship but also provides an immersive experience that highlights the craftsmanship behind French Essence. It beautifully ties our European roots with our Indian customers’ aspirations.
Q. Is giving consumers a sense of gratification important for a lifestyle brand when it comes to marketing?
Yes, giving consumers a sense of gratification is crucial for a lifestyle brand when it comes to marketing. Lifestyle brands aim to connect with consumers on a deeper level, offering products and experiences that enhance their overall well-being and lifestyle. When consumers feel a sense of gratification from using a brand’s product, it builds loyalty and fosters a strong emotional bond.
This gratification can come from a variety of sources, including product quality, innovative features, and the overall customer experience. By prioritising consumer satisfaction, lifestyle brands can create a stronger and more meaningful relationship with their audience, leading to sustained growth and market success.
Q. Do most sales for French Essence happen through e-commerce and D2C?
No, not really. Our sales are quite balanced, with approximately 50% coming from e-commerce and direct-to-consumer channels and the other 50% from our extensive Pan India network. We have a strong presence in modern trade and retail shops across the country. Our competitive pricing strategy, which is not positioned at the high end, makes our products accessible and appealing to a wide range of customers.
This dual approach allows us to effectively reach and serve both online shoppers and those who prefer in-store experiences, ensuring that French Essence maintains a robust market presence across various sales channels.
Q. Last year the company did the ‘Very Very French’ TVC and looked at the similarities between India and France. This year will the aim be to use television as a medium to build on that? If so, how?
This year, we are shifting our focus from television to OTT and digital platforms. While our ‘Very Very French’ TVC last year highlighted the similarities between India and France, we’ve observed a significant trend, young consumers are increasingly moving away from traditional television.
Therefore, television has taken a backseat for this year. We believe that OTT and digital platforms are growing rapidly and offer better engagement opportunities with our target audience. By leveraging these mediums, we aim to connect more effectively with young consumers, creating dynamic and interactive content that resonates with their preferences and viewing habits.
Q. This year French Essence tied up with Kashiyatra, a socio-cultural fest of IIT. What role do on-ground and experiential marketing play in the company’s marketing mix?
On-ground and experiential marketing play an important role in French Essence’s marketing mix, particularly in engaging younger audiences. Partnering with events like Kashi Yatra, a socio-cultural fest of IIT, helps us connect directly with the target demographic. Annually, we engage with 15 to 20 colleges to directly connect with a young audience.
This strategy also offers a platform to showcase the quality and essence of our products, enhancing brand awareness and loyalty. By actively participating in events at educational institutions, we establish a meaningful and personal relationship with potential customers, contributing to our overall marketing strategy.
Q. Does French Essence do marketing activities across the year? Or is the festive season a bigger focus area
French Essence engages in marketing activities throughout the year. While the festive season is indeed a significant focus area due to the surge in consumer spending, we believe in maintaining a consistent presence in the market year-round. This approach helps in building sustained brand awareness and customer engagement.
By strategically planning campaigns across different seasons and occasions, we ensure that our brand remains top-of-mind for consumers. Additionally, our year-round marketing efforts allow us to adapt to changing market trends and customer preferences, ensuring that we can effectively reach our audience at all times. This balanced strategy helps us to drive sales and strengthen our market position consistently.
Q. Do word of mouth and influencer marketing have an important role to play in the fragrance category
Yes, word-of-mouth and influencer marketing have a key role in the fragrance category. Word-of-mouth recommendations from friends, family, or colleagues can greatly influence a consumer’s decision-making process, as personal experiences carry more weight and authenticity. Positive reviews and testimonials contribute to building trust in a brand and encouraging others to try the product.
Additionally, influencer marketing has become increasingly powerful in recent years, with influencers helping to introduce fragrances to their followers. Their endorsements and authentic content can create a strong impact, leading to heightened brand awareness and increased sales. Together, these methods effectively leverage personal connections and online presence to drive interest and purchase decisions.
Q. What role does AI play for the company from product development to marketing and advertising?
AI is an emerging tool in today’s industry, but its adoption in India is still emerging. Currently, we are not heavily invested in AI due to its high cost. However, we recognise its potential in various aspects, from product development to marketing and advertising. While we aren’t extensively utilizing AI now, we are exploring its capabilities for future applications.
AI can enhance product innovation, optimise supply chains, and personalise marketing strategies. As the technology becomes more accessible and affordable, we plan to integrate AI more significantly into our operations to drive efficiency and deliver a better customer experience.
