BCG Digital Ventures
Global Fragrance Company’s B2B Product
One of the largest fragrance manufacturers in Europe (based in France) wanted to move the experience of choosing fragrance for their customers’ products (candles, shower gels, air fresheners, etc.) from offline to online. Particularly during the pandemic, it had become a challenge for company reps to meet in-person with their customers. Markets for the pilot launch were France + Germany, with more countries to be added in later phases.
Challenges:
To inspire and educate users about the range of scents available so they have a sense of their options.
To boost users’ fragrance knowledge so they’re able to create fragrances that work for their products.
To replicate the idea of “smelling” fragrance samples by using words that evoke emotions and a sense of place.
To give users the information they need to create a “brief” with a fragrance profile of their choosing.
Solutions:
Created content strategy based on user research, user flows, personas and stakeholder (client) input. Strategy included:
Content matrix of available content from the client side.
Content audit to see what content could be repurposed + what needed creation from scratch.
Content types + naming (including Tone & Voice guide).
Content structure – best way to structure content so it flowed naturally into creation of “inspired briefs.” Segmenting of content to align with fragrance choices.
Taxonomy of “inspired briefs” (names of emotions, inspirations, etc.).
UX strings based on user scenarios to move throughout the product selection and purchasing phases (UX designer wrote copy, I approved scenarios and edited copy).
Results:
Developed a frictionless “fragrance brief” tool to onboard new customers.
Created a workflow and educational content for a smelling appointment scheduler.
Simplified robust sales materials and complex scientific information to aid in better customer decision-making.