Creating a perfume goes far beyond choosing a pleasant aroma. Behind every successful fragrance lies a strategic process involving brand identity, market knowledge, the selection of raw materials, production feasibility, and numerous technical aspects that will determine the final result.

Many companies approach a laboratory with a very clear idea: “I want an elegant perfume”, “I am looking for a fresh fragrance”, or “I want something similar to this scent”. However, to develop a truly competitive product, these initial ideas must be transformed into a much more complete brief.

A specialised laboratory does not start by mixing essences. It starts by asking questions.

And the more precise the answers are, the easier it will be to develop a fragrance that represents the personality of the brand, connects with consumers, and can be manufactured with all quality guarantees.

In this article, you will discover the main questions a laboratory will ask before beginning the development of your perfume and why each one is essential for the success of the project.

Why Is the Briefing the Most Important Phase in Fragrance Development?

In every perfume launch, there is a phase that many companies tend to underestimate: the initial briefing.

This is the moment when the brand communicates everything it wants to achieve with its future fragrance to the laboratory. The more information the development team receives, the greater the chances of creating a perfume aligned with the brand’s commercial objectives.

A good briefing prevents mistakes, reduces development times, and helps ensure that the first samples are much closer to the expected result.

It is not only about talking about scents.

It also involves aspects such as:

• Brand positioning
• Target audience
• Countries where it will be marketed
• Selling price
• Type of packaging
• Distribution channels
• Commercial strategy
• Image the brand wants to communicate

In other words, the laboratory needs to understand the project as a whole before beginning the formulation process.

Because a perfume created for a luxury brand is not developed in the same way as one designed for a young audience or a mass-market collection.

The First Question: What Story Does Your Brand Want to Tell?

Every fragrance communicates something even before the consumer smells it. The bottle design, packaging, name and, of course, the scent are all part of the same experience.

For this reason, one of the first aspects the laboratory will analyse is the brand’s identity.

The questions usually go much further than: “What scent are you looking for?”

It is common to find questions such as:

• How would you define your brand?
• What values does it represent?
• What emotions do you want to evoke?
• What image do you want to project?
• How do you want people to remember this perfume?

Answering these questions makes it possible to transform abstract concepts into specific olfactory decisions.

For example, a brand looking to communicate sophistication will probably work with more elegant and enveloping accords, while another focused on a younger audience may opt for brighter, fresher and more dynamic notes.

The fragrance must become a natural extension of the corporate identity. There cannot be a disconnect between the perfume and the brand it represents.

Perfume as a Branding Tool

More and more companies understand that a perfume is not simply a product. It is an element capable of strengthening brand recognition.

Our brain associates scents with emotions in a much more intense way than other sensory stimuli.

When a fragrance manages to create a positive experience, it significantly increases the consumer’s ability to remember that brand.

For this reason, during the initial phase of the project, the laboratory will try to discover the company’s universe.

Some brands want to communicate:

• Exclusivity
• Elegance
• Naturalness
• Innovation
• Sustainability
• Tradition
• Minimalism
• Luxury
• Closeness

Each of these concepts directly influences the aromatic composition.

Who Will Use the Fragrance?

Another essential question relates to the consumer. It is not enough to say that the perfume will be “for women” or “for men”.

Today’s market requires a much deeper analysis.

The laboratory needs to fully understand the profile of the end user.

Among the most common questions are:

• What age are they?
• What is their lifestyle?
• Where do they usually shop?
• What purchasing power do they have?
• What type of perfumes do they currently use?
• Are they looking for exclusivity or trends?
• Do they prefer intense or light perfumes?

The more clearly defined the target audience is, the easier it will be to create a fragrance capable of connecting emotionally with them.

There are no good or bad perfumes. There are perfumes that are suitable for a specific consumer.

The same composition can be extraordinary for a premium segment and completely unsuitable for a younger audience.

That is why knowledge of the final customer is one of the foundations of development.

What Place Will the Fragrance Occupy Within the Market?

A fragrance does not compete only because of its scent.

It competes within a saturated market where hundreds of new launches appear every year.

Before formulating, the laboratory needs to understand the commercial positioning of the product.

Common questions include:

• Which brands do you consider your competitors?
• Which perfumes inspire you?
• What difference will your proposal offer?
• What will its price be?
• Which channels will it be sold through?

These answers help define a much more precise development strategy.

A perfume intended for selective perfumeries does not require the same formulation as one designed for department stores or e-commerce.

Each segment has different expectations.

Market strategy influences the olfactory design, the selection of ingredients, production costs and the technical development itself.

Is There a Reference Perfume?

This is one of the most common questions and also one of the most useful.

Many brands arrive at the laboratory with a very clear reference.

It may be:

• A luxury perfume
• A niche fragrance
• A previously developed scent
• A discontinued perfume
• An original composition they want to evolve

Having a reference allows the laboratory to quickly understand the direction the project wants to take.

However, this does not mean copying an existing perfume.

The goal is to identify the elements the client likes in order to develop an original, differentiated proposal adapted to the brand’s identity.

Sometimes, what really matters is not reproducing the scent, but capturing a specific sensation: freshness, cleanliness, sophistication, warmth or exclusivity.

This is where the laboratory’s experience becomes essential, interpreting the client’s needs and transforming them into a unique creation.

What Budget Will the Project Have?

Although many companies think that the budget only affects the number of units that will be produced, the reality is that it also influences the fragrance development itself.

The laboratory needs to know the project’s financial range from the beginning in order to create a viable formulation.

Not all ingredients have the same cost, and some exclusive raw materials can considerably increase the final price of the perfume.

Defining a budget from the start makes it possible to find the right balance between creativity, quality and profitability.

It also helps ensure that production can remain stable as the brand grows and manufacturing volumes increase.

Good planning prevents the perfume from having to be reformulated later for economic reasons, ensuring project consistency from the earliest stages.

What Production Volume Is Expected?

One of the most important questions the laboratory will ask concerns the expected production volume. Although many brands still do not know exactly how many units they will sell, providing an estimate allows the project to be planned more accurately.

Developing a fragrance for a limited edition of 500 units is not the same as preparing a national launch with tens of thousands of perfumes per year.

This information directly influences aspects such as:

• Raw material purchasing
• Production planning
• Manufacturing times
• Availability of certain ingredients
• Project scalability strategy

Thinking about growth from the beginning prevents future problems. Imagine that a fragrance receives an excellent response and demand increases significantly within a few months. If difficult-to-source ingredients or materials with irregular supply have been used during development, the laboratory may struggle to maintain exactly the same formulation.

For this reason, an experienced laboratory does not only think about the initial launch, but also about the future of the brand.

In Which Countries Will the Perfume Be Sold?

Today, many brands are created with an international vision. Thanks to e-commerce, a perfume can be sold in different markets from the first day.

However, each country may have specific requirements related to labelling, documentation or certain ingredients.

Therefore, the laboratory needs to know from the beginning where the fragrance will be available.

This information allows the development process to be adapted to facilitate commercialisation and avoid later modifications that could delay the launch.

Furthermore, understanding the destination market also helps identify consumer preferences. Olfactory trends are not the same in every country.

While some markets demand intense and long-lasting perfumes, others prefer lighter, fresher or more discreet compositions. Understanding these differences makes it possible to develop a much more competitive product.

What Longevity and Personality Should the Fragrance Have?

When a client says they want “a perfume that lasts a long time”, the laboratory usually explores this in much greater depth.

Longevity is only one part of the olfactory experience.

It is also important to understand how the perfume should evolve during the hours after application.

Common questions include:

• Should it be perceived intensely from the first moment?
• Do you prefer a fresh or impactful opening?
• Do you want a progressive evolution?
• Are you looking for a discreet or very enveloping trail?
• Should it be a daily perfume or one for special occasions?

These questions help build a balanced olfactory structure.

The experience of a fragrance begins with the top notes, continues with the heart notes and ends with the base notes.

Each one has a specific function and must respond to the objectives defined during the briefing.

What Format Will the Product Have?

Although it may seem like a secondary aspect, packaging influences part of the development process.

The laboratory needs to know whether the project will use:

• Glass bottles
• Roll-ons
• Sprays
• Solid perfumes
• Air fresheners
• Reed diffusers
• Body mists
• Scented cosmetic products

Each format has specific characteristics and may require technical adaptations.

In addition, the type of sprayer, bottle volume or even cap design are part of the consumer’s user experience. A premium perfume should not only smell good. It should also feel like a high-quality product from the moment the customer holds it in their hands.

Will the Fragrance Be Part of a Collection?

Many companies begin by launching a single perfume. Others, however, already plan to develop an entire fragrance family. This information is especially valuable for the laboratory. If the goal is to create a collection, consistency between all products must be maintained.

For example:

• A masculine line
• A feminine line
• A unisex collection
• Seasonal editions
• Fragrances inspired by different cities
• Perfumes linked to different emotions

Working with a global vision from the beginning greatly facilitates future development.

It also helps build a strong olfactory identity for the brand, something especially valuable when the catalogue begins to grow.

What Will Make the Perfume Unique?

In a market where thousands of new launches appear every year, differentiation is essential. That is why another common question is discovering what the true added value of the product will be.

It does not always have to be related to the scent. Differentiation can be found in:

• The story behind the fragrance
• The creative concept
• Packaging design
• Sustainability
• The origin of certain ingredients
• The shopping experience
• The exclusivity of the collection

The laboratory needs to understand what that distinctive element will be in order to develop a proposal aligned with the commercial strategy.

When a perfume manages to communicate its own personality, its chances of success increase considerably.

How Important Is Sustainability for the Brand?

Sustainability has stopped being a trend and has become a priority for many companies and consumers.

More and more brands want to reduce their environmental impact throughout the entire manufacturing process.

For this reason, laboratories often ask whether there are preferences related to aspects such as:

• Responsibly sourced ingredients
• Certified raw materials
• Recyclable packaging
• Recycled materials
• Efficient production
• Waste reduction
• Logistics optimisation

Incorporating these criteria from the beginning makes it easier for all future decisions to remain consistent with the company’s values.

It also allows the brand to communicate its commitment transparently to an increasingly informed and demanding consumer.

What Will the Launch Strategy Be?

Developing a perfume without considering its launch is a common mistake.

For this reason, many laboratories are also interested in understanding the commercial planning. Questions such as these help define the project:

• Will there be a communication campaign?
• Will it be presented at a trade fair?
• Will influencers be involved?
• Will there be a pre-sale?
• Will it be sold exclusively online?
• Will there be physical distribution?

All this information allows the development calendar to be adapted so that production is ready on the planned dates.

It also facilitates coordination between the laboratory, suppliers and the brand. When all phases work in sync, the launch becomes much more efficient.

Communication Between Client and Laboratory Makes the Difference

One of the most common mistakes is thinking that the laboratory simply follows instructions.

In reality, it acts as a strategic partner throughout the entire project. The more open and transparent the communication is, the better the results will be. Sharing doubts, commercial objectives, budget limitations or expectations makes it possible to find solutions before problems appear.

Creating a fragrance is a collaborative process. It is not based solely on technical knowledge, but also on understanding the company’s vision and transforming it into a sensory experience capable of connecting with consumers.

When both parties work in alignment, development progresses faster and the chances of success increase significantly.