Explore the creation of a niche fragrance brand from the perspective of a business entrepreneur. Topics will include the key elements of success in niche perfumery with in-depth evaluation of top fragrance brands that are resonating in the market today with consumers. The course will delve into the key stages of brand development and articulation: market analysis, review of key competitors, ideation and brand inspiration, creation of a brand mission and marketing plan, marketing strategy, olfactive strategy, briefing perfumers, the fragrance development process, package design, operations, distribution avenues, strategy and tactics for launch to the market. The course is intended for marketing professionals in perfumery brands, fragrance houses or perfumery distribution, fragrance buyers at retailers and fragrance enthusiasts. Materials include: an optional olfactorium (a kit of fragrance vials).