Moving from a luxury market to a "mass luxury" market
The principle of affinity and DNA of a brand
Motivations for buying a prestige perfume
Introduction the notion of DNA for a perfume brand
Discovering & pinpointing the brand DNA of five great perfume brands
Valuing perfume lines according to the specific criteria of the brand DNA
A case study to explicate the method
How to develop a second/third (or further) perfume of a brand
Inside the mind : expectations about one's perfume
About the niche brands
What we should keep in mind regarding prestige perfumes
The mass market perfumes
About body sprays
Summary of the rules for each of the three perfume categories
Index.