REASONS TO BUY FRAGRANCE:

• There's always the obvious, "I like the scent!" (Now you can stop reading...just kidding!)

• Perhaps more than any other product one can buy, a fragrance must appeal to all the senses to be successful, and factors can be more important than the scent itself.

For example, Blue Stratos appeals to the visual senses and often the first reaction to it is " I love the way the bottle looks"...or "I love the colour!" or "the bottle feels substantial" or, "I like the cold, smooth feeling." About the package we hear comments like "it's striking and masculine!"

Image! One of the most elusive and underestimated reasons to buy a fragrance is the image it conveys. People subconsciously believe it will make them more appealing or sexy or they identify with what the fragrance represents. In the case of Blue Stratos the customer may identify with the idea of freedom and individualism as played out in the tag line "The fragrance to set him free!" or as portrayed by the bird in flight.

• Sometimes the customer likes the model and wants to have a "piece" of that same image.

• It's fun, and an affordable luxury!

• It gives a feeling of being well dressed. Like clothes, some fragrances are more elegant or classic or avante garde and complement the clothes you're wearing.

WHAT MAKES THE CUSTOMER CHOOSE A PARTICULAR FRAGRANCE?

Fragrance is often an impulse purchase and is tied in with the mood the fragrance evokes. Fragrance purchases are completely subjective!

GENDER AS A FACTOR

Research shows that about 70% of the customers buying men's fragrances will be women buying for the men in their lives.

"EVERYDAY" USE VS. SPECIAL OCCASION

Research on Blue Stratos showed that men would be equally likely to wear it for everyday use as for special occasions. This is significant because of the implications for use-up rate and repeat purchases.

GENERAL CHARACTERISTICS OF FRAGRANCES

"FAMILIES OF MEN'S FRAGRANCES

The 4 main family's of mens fragrances are:

• Oriental Fougere (fougere is the French word for fern) - aromatic fern notes combines with lavender, citrus and oak moss.

• Oriental Vanilla - sweet and spicy notes such as amber combine with exotic herbs and vanillin.

• Woody - notes such as patchouli

• Floral / Orange Blossom

The overall category for Blue Stratos is Fougere, and it is one of the famous masculine classics that plays a role in the industry as a scent that perfumers, fragrance houses and marketers use as a benchmark.

COMPOSITION OF FRAGRANCES

Fragrances have a top note, which is the first impression, a middle note, and a base note, which is the lasting impression you experience after 10 - 15 minutes. Together the 3 notes form the fully developed scent. (Often in stores you will see shoppers spray on a fragrance and exclaim, "I love it!"...or "That's not for me!" What they're reacting to is the top note, which after a few minutes will change! When sampling, you need about 15 minutes to experience the full scent.)

In the case of Blue Stratos the top note is bergamot and lavender. As the fragrance develops, it reveals spicy middle notes of basil and anis complemented by geranium, and finally, the base note is a combination of oak moss, sandalwood, and cedarwood blended with musk and vanillin.

EAU DE TOILETTE vs. AFTER SHAVE

The fragrance concentration for EDT is significantly higher than in aftershave. The customer's choice may depend on whether he wants his fragrance to "make a statement" or whether he prefers it to be more subdued. Also, aftershave is created explicitly for the face, whereas EDT may be used all over the body. The formula for aftershave contains glycerine, which gives it a soothing feel and contains less alcohol.

ADVANTAGES OF BLUE STRATOS vs. THE COMPETITION

• IT HAS A PROVEN TRACK RECORD, i.e. continuously marked since 1976 in many countries. It has a sustained and loyal user base in the markets where it is marketed - No fragrance would be around for 22 years if consumers did not come back and purchase the product over and over again - how many new fragrance launches can boast that pedigree?

• IT'S A CLASSIC - the fragrance, image, bottle etc. have a universal appeal, unlike products that may be avant garde and force you to either love them or hate them!

• IT'S A GLOBAL BRAND. It enjoys premium positions in markets across the world.

• IT HAS BEEN OWNED BY SOME "POWER HOUSES" IN THE INDUSTRY, WITH GOOD REASON. i.e. Shulton, Procter & Gamble, and Parfums Bleu.

• THERE IS AN EXCITING, NEW SISTER BRAND CALLED BLUE, WHICH HAS ALREADY DEVELOPED A DEVOTED FOLLOWING IN MANY COUNTRIES AMONG A YOUNGER MARKET.