Fragrance brand bucks category norms to standout in highly competitive fragrance category.
Demeter continues to defy the age old art of using sex, glamour and mystique to sell fragrance. Instead, the brand uses everyday experiences as their inspiration.
The US fragrance company has just released their latest fragrance and it doesn’t promise to make you more attractive, appealing or successful. Instead, it will help you smell like a kitten.
Not sure what that means? Demeter describes the scent as “the olfactory essence of the warmth and comfort of that purrfect spot, just behind the kitten’s neck.”
Demeter say that “Cat lover or not, this beautiful scent is sure to satisfy your curiosity”
As much as I love animals, I’m not convinced I want to smell like one. If you’re allergic to cats, it’s probably not going to win you over either. But judging by the PR coverage, it seems plenty of people want a little bit of cat or kitten. to specific, on them.
So is this isn’t just a gimmick for Demeter. Well, yes and no.It does make for an interesting story to get interest in the brand but Kitten Fur also adds to a long line of unique fragrances from Demeter.
ensure the brand continues to stand out in a highly competitive against some of the world’s biggest brands.
Since 1996, Demeter has stayed true to their brand mission to capture the beautiful smells of the garden and nature in wearable form. The first three fragrances were Dirt, Grass and Tomato. Today, Demeter has more than 300 different fragrances inspired by everyday objects and experiences. Their range includes Baby Powder, Pure Soap, Gin & Tonic, Play-Doh, Vanilla Cake Butter, Pizza and they’ve even bottled New Zealand.
At the heart of the brand is a powerful belief system. Demeter believes that every time you smell something you love, you smile. And the world needs more smiles. “It is just that simple, and that difficult: we believe people can change the way the feel, through scent.”
The brand emotionally connects fragrance with everyday experiences and memories; not just sex. Demeter talk about ‘maximising the bond between scent and sense memory’.
Demeter is passionate about changing the way fragrance is used throughout the world and they know exactly what the brand is, and is not. They describe their fragrances as simple, understandable and perfect for every day.
Scanning consumer reviews, Demeter’s scents can be polarising but they do have loyal fans. Smelling like Kitten Fur, Pizza or dirt may not be your cup of tea but it’s highly likely Demeter has a fragrance that will evoke a powerful emotional connection with you. After all, fragrance is very personal.
The main criticism of the brand is that the fragrance doesn’t last. While the fragrances might need to be more potent, the brand certainly has a compelling and authentic proposition.
Michael Hughes
Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.
Images courtesy of Demeter.