A fragrance brief is the document you use to tell the perfumer what the fragrance must do. The sharper the brief, the fewer versions are needed. That saves time and money.
What belongs in it?
- The brand and the story. Who are you, what do you stand for and which mood do you want to express?
- The audience. Who is the perfume for and how does that person live?
- The occasion. Daily wear, the evening, a season or a gift?
- Fragrance direction and references. Scents you love, and above all scents you do not want. Describe moods rather than ingredients.
- The product. The concentration (eau de toilette, eau de parfum or extrait), the size, the bottle and the packaging.
- Price segment and cost price. In which segment do you sell and what may the fragrance cost per bottle? That decides the choice of raw materials.
- Run size and timing. How many bottles at the start and when do you want to launch?
- Market and regulation. Where do you sell and who is the responsible person? Read perfume and regulation in Europe.
- Ownership and exclusivity. Do you want to own the formula (IP transfer) and must the fragrance be exclusive to you? Read the difference between private label and white label.
Write about feeling, not ingredients
A perfumer can translate a mood into a composition. A late summer evening after rain says more than something with rose and wood. Prefer not to fix the raw materials: it limits the perfumer and can make the result more expensive or less beautiful.
An example of a short brief
Fictional example: a small lifestyle shop with a calm, natural brand. Audience: men and women who buy consciously. Occasion: daily, all year round. Direction: woody and clear, not sweet. References: a linen cupboard, cedarwood, rain on stone. Not wanted: heavy flowers. Product: eau de parfum of 50 ml. A small first run. Launch in spring.
What do we do with your brief?
In our private label programme we translate the brief into a formula, in iterations, and check it against the IFRA standards. You receive an IFRA-compliant formula with technical documentation. What you as a brand still need to arrange, we discuss in advance, so there are no surprises. If you do not have a brief yet, we are happy to think along in a first conversation.
Frequently asked questions
How long should a fragrance brief be?
One or two pages are enough. Clarity matters more than length: the mood, the audience, the use, the product and the conditions.
Do I need a perfumer to write the brief?
No. Write down what you know and what you want. The perfumer asks questions and sharpens it. In a first conversation we are happy to think along.
How many versions are needed?
That depends on the clarity of the brief, the programme and your wishes. A sharp brief reduces the number of iterations.
May I mention reference perfumes?
Yes, as an aid to describe your taste. The aim remains a fragrance of your own for your brand, not a copy of an existing perfume.