“Molinard,” handled by Forte

How to Sell 10,000 Bottles

YoshidaListening to you, Yoshioka-san, I strongly feel that perfume is something for Europeans and Americans.

YoshiokaThat's because our historical and cultural backgrounds are different. For example, "Molinard" began selling in Grasse, France, in 1849. And a brand called "L'Artisan Parfumeur" has continued for six generations solely in perfume manufacturing.

YoshidaSince starting this interview series, I've become interested in Japanese perfume traditions like Kodo, but when it comes to scent, I find myself wanting to wear something that isn't floral when I'm in a suit.

YoshiokaI think that's a great idea. After all, our lifestyles, starting with our food, are different in the West and Japan. I don't think there's any need to force yourself to wear a fragrance that doesn't suit Japanese sensibilities.

YoshidaWe live a life that blends Japanese and Western elements, but wouldn't it be nice to have fragrances that suit Japanese people, or perfumes that are distinctly Japanese? For instance, is it possible to create an original perfume?

YoshiokaThat's certainly possible. If you can assemble an order for 10,000 bottles, we can create one.

Yoshida10,000 bottles... This is the first time I've heard that number today. Is it a large quantity?

YoshiokaThe key is having a sales channel that can move that volume. And then there's the price. Unfortunately, there aren't many perfume shops with a proper image that can sell at full price. The channels that can sell in large quantities are discount markets, and as a result of price competition, the current bestsellers are in the ¥1,980, ¥2,980, and ¥3,980 range. It gets complicated if you start getting particular (laughs).

YoshidaI see... But how about a style like a limited annual production of 10,000 bottles, similar to wine?

Yoshioka10,000 bottles is a lot. If you're not particular about original packaging or bottle design, it might be possible with a smaller quantity.

YoshidaIf one bottle of perfume lasts three months, that's four bottles a year. If it reaches 2,500 people, that's the number we need. I'd also like to design original bottles.

YoshiokaHaving many sales channels is important, but conversely, limiting sales to a specific place could also be an effective strategy. And perhaps focusing on ingredients made in Japan.

YoshidaIs it possible with Japanese perfumers?

Yoshioka: Cosmetic manufacturers don't train perfumers, but as far as I know, someone like Mr. Sano at Soda Aromatic Co., Ltd. does create them.

YoshidaI see. What I envision is a perfume that young people would feel embarrassed to wear. I want to create that kind of scent.

YoshiokaThat's a great idea. Currently, there aren't many appealing fragrances that men in their 40s and older can relate to. Scents like sandalwood or yuzu would be wonderful.

YoshidaSo, if I can persuade 10,000 people (laughs), it should work.

YoshiokaIf you, Yoshida-san, become the PR character and speak genuinely about the fragrances, I'm sure it will be fine.

YoshidaThank you. By the way, you're also managing the secretariat for the Japan Fragrance Association, aren't you?

YoshiokaYes. We also conduct training programs aimed at developing fragrance sales specialists.

YoshidaI see. I might consider enrolling. But it's probably mostly women, so I'd be a nuisance (laughs), wouldn't I?

YoshiokaNot at all. We have young men who enroll because they want to work in the fragrance industry.

YoshidaI might apply for the February "Training Course." I look forward to it.

YoshiokaThe pleasure is all mine.

YoshidaThank you for sharing so many interesting insights today.

End

In cooperation with the Japan Fragrance Association
Secretariat: Yoshioka, Shimizu at Forte Inc.
TEL.0422-22-9111

After the conversation.