More memories are old and pleasant,
more addiction to a fragrance is high.
The more a consumer is addict to a fragrance, the more the fragrance evoke positive emotional memories.
For 3 years, our R&D has conducted experiences with international hypnotherapists, anesthetists, academic teachers, to design protocols able to investigate consumer's conscious and subconscious. The results were beyond our hopes.
2 pilot tests were established
A same group evaluate a fragrance in a classical way and under hypnosis
The aim of the first study was to compare, with a same consumer group, the evaluation of fragrances known to get bad results with classical test (Angel by Thierry Mugler, Chanel N°5,...) and to see if under hypnosis we have other evaluation.
A same fragrance evaluated by addict users and non users
The aim of the second study was to compare, with two consumer groups, the evaluation of an unique fragrance and to see under hypnosis, if that scent can increase different recall for product information. However, the effect of Proustian memories on product perception has never been examined. The aim of the present study was to address this issue.
With hypnosurvey, Angel is a good candidate, with better liking and strategic attributes evaluation. 68% likes it under hypnosis and only 39% in classical test (graph1) with classical test.
In a classical test, Angel has bad evaluation, with a lot of consumers who hate it, and only 32% of Top4 and bad mean score: 4.50
With hypnosurvey, Angel has good evaluation.Only 8% hate this fragrance, 61% of Top4 and good mean score: 6.28
It has a high addictive power to consumers. 78% of consumers have a pleasant evocation when they smell Angel, and for 53% a “souvenir” based in childhood (graph2)
Under hypnosis, Angel fits consumer better, makes them feeling better, more elegant, is also perceived more for evening, new, romantic, less artificial, cheap, harsh, heavy and sickening (graph3)
Without this protocol Angel would probably be eliminated of classical tests.
Our findings demonstrate that it is the personal potency of Proustian memories evoked by a product’s fragrance, more than the hedonic qualities of the scent per se, that drives product perception and has important implications for the development of scented products.
Right now, fragrance houses can identify fragrances, not necessarily with the highest liking, but with the highest long-term addictive potential.
With hypnosurvey, we can help brands to be more disruptive and seductive with a calculated creative risk for long term success.