Unique consumer research is driving Givaudan's insight into today's fragrance consumer. The company's success utilizing their ODoR Analysis methodology for the women's market, was recently initiated to explore and reveal what drives men to purchase and wear fragrance. By understanding primal male motivations, Givaudan gained a new, olfactive understanding for predicting sustainable market success.Givaudan's ODoR Analysis is an acronym for the three key pillars of the methodology, namely, O = Ownability, D = Disruption, and R = Relevance. "While these pillars are applicable to basic marketing, we use them strictly olfactively," noted Greene. The ownabilty aspect of the platform was born out of a reaction to the plethora of fragrances in the marketplace and a sense of sameness that proliferated. "We realized that household products, and other categories, were competing with the use of fine fragrances from the fine fragrance category," said Greene. She commented that fragrances found in Snuggle or Garnier Fructis or Method had become among some individual's preference, so that connection with scent was revealing, regarding an individual's sense of owning and responding to a fragrance...