SCENT AND RETAIL AT CHRISTMAS
About the olfactory identity at Christmas
The Nouvelles Galeries event
ROXANNE PENNE
INTERVIEW
Head of Communications at Citynove, Roxane Penne was kind enough to talk to us about fragrances and the role of olfactory identity at Nouvelles Galeries Annecy, particularly during the recent Noël Levant event.
Your portrait, your journey
I grew up in Annecy and after a preparatory class for the top business schools in Montpellier I joined Skema Business School for a Master 2 in International Marketing & Business Development during which I spent two semesters in Suzhou, China, which is why I had chosen this school.
After several internships at agencies, including Airbus and Dassault Systèmes, I joined BHV Marais and then Galeries Lafayette. There, for almost 10 years, I acquired a solid understanding of the department store world, customer relations, and a brand and retail perspective. For the past year, I have been working for Citynove, the real estate arm of the Galeries Lafayette Group, to explore another facet of the retail business and contribute my expertise to the operation of the Nouvelles Galeries in Annecy. It's a rather ironic opportunity for me, as I'm originally from Annecy, and my excellent knowledge of the area and its people allowed me to quickly grasp the issues.
Your first fragrant memory
Without a doubt, it was my mother's perfume, the one she wore in the morning before work, or in the evening before going out. It was amber-scented, and ever since, I sometimes wear it on my scarves in winter and feel a real sense of protection and comfort.
Your definition of olfactory marketing
A memorable emotion that should be perceptible without being overwhelming.
This is the music of the most important sense for me. I never forget a smell, while I'm always searching for the melody of a song…
What do you think a fragrance should evoke in a place, particularly in retail?
It must evoke the DNA of the place and be connected to what is found there or what people experience there.
In Annecy, nature is very present; between the lake, the mountains, and the forests, you are surrounded by nature, which evolves with the seasons.
Since local roots are a strong pillar of this project, it made sense to start the olfactory experience with perfumes connected to this nature.
Our target audience is families; many children frequent our place, so the fragrance must evoke happy, reassuring memories while also inspiring the visitor.
What was the initial brief for your olfactory identity related to Christmas Levant?
A fragrance that evokes Japan, but also Christmas, or at least winter, and all this for a predominantly French audience. Many of whom have never been to Japan. Quite a challenge!
How did the creation and selection of this unique composition take place?
First, we listened to the story behind each fragrance, then we tested 10 proposals ranging from floral to woody and smoky notes. It was important to me to involve several people in this selection process, representative of our customers, mostly women, and of different ages, cultures, and backgrounds.
Through a process of elimination, we all chose Hinoki for more or less similar reasons. For me, it was also the one that best matched the already established olfactory identity while bringing something new specific to our theme. It also perfectly fulfilled the brief.
How is the Hinoki fragrance faring on the site today?
He lives in harmony with the clients, and the calligraphy workshops, tea ceremony…. I was able to enjoy rediscovering him during my visits to Annecy.
Sometimes it surprises me when I pass by during the broadcast and it's a relaxing and joyful moment that I experience.
…
Do you have any other projects related to your olfactory identity?
In addition to our seasonal fragrances, we will continue to create special creations linked to events, in an attempt to connect with visitors through this powerful sense.
A very big thank you to Roxanne Penne for agreeing to answer our questions about scent marketing in his offices
Delicate and subtle, the aromas of white tea develop around Hinoki wood which gives them strength and contrast.
Evoking freshly brewed tea leaves in its opening notes, the fragrance then unfolds into a warm, woody, wintry sweetness. An Eco.French.Lab creation for Nouvelles Galeries Annecy.