Would you buy a high end car fragrance?

[deanogtv]

I'm looking for a little feedback on a product I’m looking to bring to market in the next 12 months.
Please bear with me as I have no experience of products but I believe I may be able to offer something different for us motorist who enjoy the finer things in life.
I looking to bring a high end in car fragrance in the form of a small, cup holder size, reed defuser for your pride and joy. The diffuser wouldn’t be like your traditional home style product so don’t be concerned with spillage.
There will initially be 3 scents. I will be looking at high end scents not your traditional vanilla cookie, bubble gum ect. Think Tom Ford Noir, Creed Aventus, circus and sandlewoods and so on. My aim is to bring a product to market that will enable you to subtly fragrance to your pride and joy in the high end scent is deserves.

I’m hoping the kind folk on here could give me their thoughts on such a product.

If such a product were on the market how much would you be prepared in paying?
Would you buy it if it were available?
What sort of fragrance would you like to be available??

Consider the product looking a little like this:

[deanogtv]

As mentioned it will be cup holder size so its intended to sit comfortibly within one of your cup holders. If you do not have a cup holder or didn't want use the one available and dash board mount is in development.

An innovative design guarantees no spillage

Edited by deanogtv on Wednesday 20th April 11:16

[deanogtv]

Foliage said:

I like the idea.

Got any pictures of it in a car? in place?

Wouldn't cup holder size be a little large?

How would you ensure that it doesn't rattle?

Have you investigated the position of cup holders in the most popular mid-high end cars?

What's the price point?

I'm currently awaiting delivery of a few sample bottles of varying sizes, all cup holder size'ish. Once they are here I'll take some pictures insitu and you will be able to grasp an idea of size. If you think about the 'air scents' range currently available, these are intended to be placed in cup holer locations or dash inserts
I've sat in a ton of high end cars on the last 3 months during my R&R and there is a trend of cushioned holders among the high end market.

I'm considering a £10-£15 price range.

granted this wont be for everyone or a large portion of the market, however like myself I see my car as an extention of my own style. Therefore I desire something that little bit special.

[deanogtv]

The Spruce goose said:

Where is the market? I imagine only people who already buy high end fragrances for the home, maybe a few thousand.

I think you would be surprised, take a look a Jo Malone, in my books very expensive but there is a market there. £61m turnover last year.

[Deangtv]

Thanks for the valid comments gents

[Deangtv]

The Spruce goose said:

https://companycheck.co.uk/company/02781161/JO-MAL...

listed at 9.7 net worth, been going for 23 years and has a portfolio of other products as well as branding. it is also owned by The Estée Lauder with there might and power to advertise and get straight into the markets they need.

I would say you will struggle with you idea, would need at least a million just in advertising for the year and again the market is so small you make pennies.

i was merely demonstrating there is a market out there and in no way comparing myself to a brand of this size.

[Deangtv]

chrisb92 said:

I'd buy this. As a man who wears Creed Aventus I would love this smell, or similar, in my car and would happily pay 10-15.
Good comparison with Jo Malone. I love their scent and got my girlfriend one of their candles for her birthday. Something of a similar scent to the stuff in Jo Malone would be nice.

How long roughly would this last?

I currently have to make do with spraying White Company room spray every so often. This cost me 15 quid - so no difference.

I can't stand the cheap smell of anything from Halfords or Tesco.

Chris, you sir are my captive market.
Tests so far have shown the product to last 3 months.

[Deangtv]

moustachebandit said:

Big issue with buying any car air freshener is that you cant tell what it smells like, until you have bought it. Not ideal. Depending on your price point you might want to have tester bottles like they have at a fragrance counter. Initial thought would be that the product would be the sort of thing you could approach higher end, more style conscious dealerships like Ferrari, Porsche, Merc, BMW, Mini etc (rather than competing with the magic trees in Halfords). This way you could have some kind of display and testers for customers to try before they buy?

This is my intend outlet, a mix of an online store, dealership outlets ect. I don't intend selling in Halfords, maybe more John Lewis.

[Deangtv]

Technodup, thanks for the supportive words and you can see exactly what I'm aiming for here. The packaging will also be key to the product and its success.

Just to explain a little of yesterday, last night i took some shots of my current diffusser I'm testing mainly for fragrance longevity and potency. The sample bottle I'm awaiting are flatter in shape however this would give you an idea of how neatly to product can nestle in the center console.

[Deangtv]

andy-xr said:

This post comes from no market research or any understanding of the market

As mentioned in my first post, I have no experience of products or the industry. I develop properies for a living, I just see a gap in the market. Its a product I desire and I believe other may do too, as evident from other posters.

[Deangtv]

Thankyou4calling said:

One other thing, IF it could be launched WITHOUT the sticks it'd do better as a streamlined and minimalist look will help.

Final product will not have the sticks, it will be a sleek and streamline finish.