European Perfumery & Cosmetics Award Austria for research work on retail. On 23 October 2024, the European Perfumery & Cosmetics Award Austria were presented at the Schneider-Gössl wine tavern in Vienna to honour innovative concepts in the brick-and-mortar perfumery business. Zoë Elsner received the award for her forward-looking ideas on multisensory customer loyalty. Her approach is aimed at improving the shopping experience and making brick-and-mortar retail more attractive.
European Perfumery & Cosmetics Award Austria 2024
The European Perfumery & Cosmetics Award 2024, which recognise outstanding and innovative ideas in the brick-and-mortar perfumery business, were presented at a festive ceremony in Vienna. The event was organised by the Austrian Perfumery Association (WKÖ) and received support from the German Federal Association of Perfumeries (BVP) and the European Federation of Perfumerys (FEPD). Numerous industry representatives and guests attended the ceremony to honour the winner, Zoë Elsner, whose concept for a holistic reorientation of the perfumery business was recognised.
European Perfumery & Cosmetics Award – promoting commitment to innovation in the industry
Martin Hittaller, spokesperson for the professional group for perfumery, emphasised the relevance of the awards in his opening speech. The prize recognises ideas that not only advance the perfumery trade but also aim to strengthen the stationary trade. It is important to promote and highlight commitment to innovation in the industry.
William Koeberlé, President of FEPD, emphasised the importance of the award at the European level. He stressed the importance of improving the customer experience in stores through innovation. In particular, he praised Zoë Elsner’s approach, which prioritises sustainable solutions for retailers and meets the changing needs of customers.
European Perfumery & Cosmetics Awards Austria – Winner: Zoë Elsner
Zoë Elsner was delighted at the awards ceremony and thanked the jury for recognising her work. Her goal was to bridge the traditional customer experience with modern innovations. Elsner emphasises that this award not only motivates her, but also encourages others in the industry to pursue new ideas. Her concept for the award is based on multisensory experiences in retail and aims to strengthen customers’ emotional connection to products. This includes stimulating all five senses to enhance the shopping experience and make brick-and-mortar retail more attractive again.
Concept details and implementation options
Elsner’s concept includes various relevant measures to improve the shopping experience in perfumeries:
- Multisensory experience design: By appealing to all the senses, the aim is to foster a deeper emotional connection between customers and products.
- Transformation of shopping: In the face of digital change, the shopping experience is being transformed from one of mass purchases to an individual and high-quality experience.
- Events: The introduction of events, such as a perfume vernissage, enables customers to experience fragrances emotionally and create a deeper connection.
- Customer-oriented marketing: A personality questionnaire is designed to help identify the individual needs of customers and promote tailored advice in brick-and-mortar retailing.
- Experiential approaches: Innovative ideas, such as a scent fountain, are integrated into the concept implementation to enable playful product discovery.
Research fundamentals
Zoë Elsner’s concept is based on research into the sensory perception of fragrances. These studies highlight the importance of sensory perception in marketing and show how a multi-sensory approach can improve the perception of products. The research paper ‘Fragrance_Parfumvernissage’ has analysed in detail the effects of sensory representation on human perception of scents.
Focus on sustainability and customer centricity
Zoë Elsner’s win at the European Perfumery & Cosmetics Award is a significant recognition of innovative ideas in the perfumery industry. Her approach to improving the in-store retail experience through multisensory experiences could have a lasting impact on the way customers experience and purchase products. With a clear focus on sustainability and customer centricity, her concept shows that the industry is ready to face the challenges of a changing market and break new ground. The event in Vienna underlined the importance of exchanging innovative approaches for the future of the perfumery business.
[Text: epcnews/Photo: Christoph Singelmann]
