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Fragrance Advisor

 "...the world's leading writer on the subject"
The Guardian, London

3P Marketing is privileged to be able to work with Michael Edwards, the world's pre-eminent authority on fragrances. English by birth, Michael migrated to Australia many years ago, and set about establishing himself as the authority on fragrances. His incredible knowledge of fragrances is acknowledged by the industry at large, both from perfume Houses and retailers alike.

Michael is the author of Fragrances of the World, an annual publication that lists all of the fragrances in the world. Using Michael's unique and proprietary classification system, all fragrances are carefully analysed and assessed, and then grouped into families and sub families. Importantly, Michael's work is completely objective, being independent of the Houses. Nonetheless, Michael has excellent relationships with the Houses, and has extensive dialogue with the perfumers to get a thorough understanding of the fragrance and the philosophy behind it. This assists in ensuring his classifications are as complete as possible.

Michael's work was originally published in hard cover, and used by retailers around the world as an invaluable reference and training tool. In 1996, 3P Marketing and Michael Edwards partnered to consider innovative ways in which technology could capture this vast and unique database of fragrance knowledge.

3P Marketing created a electronic database of all the fragrances, and developed mechanisms that allows users to 'integgorate' the database to gain valuable information. Similar to a 'What if?' function on a spreadsheet program, 3P Marketing and Michael came up with an application - called Fragrance Adviser - that offers users the ability to pose the question "I like/wear this fragrance, what are other fragrances that are similar to this" . Using Michael's classification system, Fragrance Adviser offers three alternative fragrances that are of the same classification to the users' original fragrance. This application has wide appeal for both e-tailers and retailers , and has been applied to a range of peripherals, including touch screen kiosks, personal digital assistants (PDA) and of course, the internet.

Beauty.com ran with the online Fragrance Adviser, and saw significant increases in fragrance sales. The advantage for retailers is clear - the Fragrance Adviser can be customised to recommend stocked fragrances and offers customers alternatives for out of stock or discontinued lines.

Fragrance Adviser is currently getting rolled out to a range of e-tailers and retailers around the world.

Fragrance Adviser is a Windows based application, but has also been designed to run on Microsoft's Pocket PC Operating system.

Interested in learning more about Fragrance Adviser?
Visit www.fragrancesoftheworld.com