Project Overview

Known for clean, accessible scents sold widely through Sephora (representing ~60% of sales) and direct-to-consumer channels (~40%), Commodity has established significant market presence. Its current positioning reflects accessibility over aspiration. This research initiative is designed to chart a rigorous, evidence-based path toward repositioning Commodity at the lower tier of the luxury fragrance market — aligning it with brands like Loewe while surpassing peers such as DedCool.

The brand’s leadership has articulated a clear strategic mandate: avoid the trap of virality-driven brand building, which undermines long-term equity, and instead construct a durable, decades-long brand identity rooted in quality, mystique, and deliberate cultural positioning.

Commodity’s 2025 DTC performance data indicates this repositioning is not a distress move. Average order value has risen from $76 to $95 year-over-year (+25%), conversion rate has climbed, and the returning customer rate has grown to 31%. The brand has commercial momentum; the imperative is to direct that momentum toward aspiration before the growing 18–24 buyer cohort permanently anchors public perception in the accessible tier.

Learning Objectives

  1. Understand how consumers currently perceive Commodity’s brand positioning relative to DS & Durga, Byredo, DedCool, and Tom Ford across visual touchpoints including digital advertising and brand communication.
  2. Identify which specific brand signals (font, packaging imagery, ad execution) most strongly drive premium, sophisticated, luxurious, trustworthy, and approachable perceptions.
  3. Evaluate how projection customization (Scent Space) affects perceived brand elevation.
  4. Map the distance between Commodity’s current perception and a more premium brand position.

Libraries

Data Import

Metric Value
Responses 273
Columns 167
Source file Commodity Survey (Responses).xlsx

Codebook & Helper Functions

Structured Data Frames

Section 1 — User Block (Q1–Q14)

## Rows: 273
## Columns: 23
## $ timestamp                <dttm> 2026-03-30 17:51:39, 2026-03-30 17:54:15, 20…
## $ zip_code                 <chr> "35633", "98198", "07063", "19046", "91010", …
## $ age                      <chr> "45–54", "35–44", "45–54", "18–24", "25–34", …
## $ gender                   <chr> "Woman", "Woman", "Woman", "Woman", "Man", "W…
## $ income                   <chr> "$200K+", "$74K–$124K", "$200K+", "$74K–$124K…
## $ fragrance_use_freq       <chr> "Once a day", "Multiple times a day", "Once a…
## $ fragrance_purchase_freq  <chr> "4–6 times a year", "Monthly or more", "4–6 t…
## $ fragrances_owned         <chr> "10+", "10+", "6–10", "10+", "10+", "6–10", "…
## $ spend_per_purchase       <chr> "$50–$149", "$150–$249", "$50–$149, $150–$249…
## $ purchase_channel         <chr> "Beauty retailers, Online (Sephora, Ulta, etc…
## $ brands_purchased         <chr> "Commodity, Tom Ford, valentino, creed", "Com…
## $ heard_of_commodity       <chr> "Yes, I have purchased it", "Yes, I have purc…
## $ imp_scent_profile        <chr> "Extremely Important", "Extremely Important",…
## $ imp_brand_reputation     <chr> "Somewhat Important", "Extremely Important", …
## $ imp_packaging            <chr> "Somewhat Important", "Extremely Important", …
## $ imp_instore_presentation <chr> "Slightly Important", "Extremely Important", …
## $ imp_price                <chr> "Somewhat Important", "Extremely Important", …
## $ imp_ingredients          <chr> "Somewhat Important", "Extremely Important", …
## $ imp_exclusivity          <chr> "Somewhat Important", "Extremely Important", …
## $ imp_sustainability       <chr> "Slightly Important", "Extremely Important", …
## $ imp_scent_longevity      <chr> "Extremely Important", "Extremely Important",…
## $ fragrance_relationship   <chr> "It's part of my personal style ritual", "It'…
## $ fragrance_discovery      <chr> "Brand's marketing communications, Friends an…

Section 2 — Font Block (Q15–Q18)

Note: Google Forms stored Q16 (bold serif) before Q15 (thin serif) in the spreadsheet.

## Rows: 273
## Columns: 21
## $ f2_premium       <dbl> 4, 5, 4, 4, 3, 4, 5, 4, 4, 3, 5, 4, 2, 3, 4, 3, 4, 4,…
## $ f2_sophisticated <dbl> 4, 5, 4, 4, 4, 4, 5, 4, 4, 3, 5, 4, 3, 2, 4, 4, 3, 3,…
## $ f2_luxurious     <dbl> 4, 5, 4, 4, 3, 3, 5, 4, 4, 3, 5, 4, 3, 2, 3, 3, 3, 3,…
## $ f2_trustworthy   <dbl> 4, 5, 4, 4, 3, 4, 5, 4, 4, 3, 5, 3, 4, 3, 3, 3, 4, 4,…
## $ f2_approachable  <dbl> 4, 5, 4, 4, 2, 4, 5, 4, 4, 4, 5, 4, 4, 5, 3, 4, 4, 5,…
## $ f2_aspirational  <dbl> 4, 5, 4, 2, 3, 2, 5, 4, 2, 5, 5, 4, 3, 3, 3, 2, 2, 3,…
## $ f1_premium       <dbl> 4, 5, 3, 4, 3, 3, 2, 4, 3, 3, 5, 2, 4, 4, 4, 2, 2, 4,…
## $ f1_sophisticated <dbl> 4, 5, 3, 4, 4, 3, 2, 4, 3, 3, 5, 3, 4, 4, 4, 3, 2, 2,…
## $ f1_luxurious     <dbl> 4, 5, 3, 4, 3, 2, 2, 4, 3, 3, 5, 2, 4, 2, 3, 2, 3, 2,…
## $ f1_trustworthy   <dbl> 4, 5, 3, 3, 3, 4, 3, 4, 4, 3, 5, 3, 4, 3, 3, 3, 3, 5,…
## $ f1_approachable  <dbl> 4, 5, 3, 4, 2, 4, 3, 4, 4, 4, 5, 4, 4, 3, 3, 3, 3, 5,…
## $ f3_premium       <dbl> 4, 5, 2, 3, 3, 2, 3, 3, 3, 3, 5, 4, 2, 3, 4, 3, 4, 3,…
## $ f3_sophisticated <dbl> 4, 5, 2, 3, 4, 2, 3, 3, 4, 3, 5, 4, 3, 3, 4, 3, 4, 3,…
## $ f3_luxurious     <dbl> 4, 5, 2, 3, 3, 2, 3, 3, 3, 3, 5, 3, 3, 3, 4, 3, 4, 3,…
## $ f3_trustworthy   <dbl> 4, 5, 2, 3, 3, 2, 3, 3, 4, 3, 5, 3, 4, 4, 3, 3, 4, 4,…
## $ f3_approachable  <dbl> 4, 5, 2, 3, 2, 3, 3, 3, 4, 4, 5, 4, 4, 4, 3, 4, 4, 5,…
## $ f4_premium       <dbl> 4, 5, 2, 2, 1, 2, 2, 1, 1, 2, 5, 3, 2, 2, 3, 2, 2, 2,…
## $ f4_sophisticated <dbl> 4, 5, 2, 2, 1, 2, 2, 1, 1, 2, 5, 2, 2, 2, 3, 2, 2, 2,…
## $ f4_luxurious     <dbl> 4, 5, 2, 2, 1, 2, 2, 1, 1, 2, 5, 2, 2, 2, 3, 2, 2, 2,…
## $ f4_trustworthy   <dbl> 4, 5, 2, 2, 1, 2, 2, 1, 3, 3, 5, 3, 3, 2, 3, 3, 3, 2,…
## $ f4_approachable  <dbl> 4, 5, 2, 1, 2, 3, 3, 1, 3, 2, 5, 4, 4, 2, 3, 2, 3, 2,…

Section 3 — Image Block (Q19–Q28)

## Rows: 273
## Columns: 50
## $ commodity_with_ingr_premium       <dbl> 3, 5, 4, 4, 2, 4, 4, 5, 3, 3, 5, 5, …
## $ commodity_with_ingr_sophisticated <dbl> 3, 5, 3, 4, 2, 2, 4, 5, 3, 5, 5, 5, …
## $ commodity_with_ingr_luxurious     <dbl> 3, 5, 3, 4, 2, 2, 4, 5, 4, 4, 5, 4, …
## $ commodity_with_ingr_trustworthy   <dbl> 4, 5, 4, 4, 2, 3, 5, 5, 4, 4, 5, 5, …
## $ commodity_with_ingr_approachable  <dbl> 4, 5, 4, 4, 2, 4, 5, 5, 4, 5, 5, 5, …
## $ commodity_no_ingr_premium         <dbl> 3, 5, 3, 4, 2, 2, 3, 2, 3, 2, 1, 3, …
## $ commodity_no_ingr_sophisticated   <dbl> 3, 5, 3, 4, 2, 4, 3, 2, 4, 3, 1, 3, …
## $ commodity_no_ingr_luxurious       <dbl> 3, 5, 3, 4, 2, 3, 2, 2, 4, 2, 1, 2, …
## $ commodity_no_ingr_trustworthy     <dbl> 3, 5, 3, 4, 2, 2, 2, 2, 4, 2, 1, 3, …
## $ commodity_no_ingr_approachable    <dbl> 3, 5, 3, 4, 2, 2, 3, 2, 4, 3, 1, 2, …
## $ byredo_rouge_premium              <dbl> 4, 5, 4, 4, 2, 4, 4, 2, 4, 4, 5, 4, …
## $ byredo_rouge_sophisticated        <dbl> 4, 5, 4, 4, 2, 4, 3, 2, 4, 4, 5, 4, …
## $ byredo_rouge_luxurious            <dbl> 4, 5, 4, 3, 2, 4, 3, 2, 4, 4, 5, 2, …
## $ byredo_rouge_trustworthy          <dbl> 4, 5, 4, 3, 2, 3, 3, 2, 3, 4, 5, 3, …
## $ byredo_rouge_approachable         <dbl> 4, 5, 4, 3, 2, 4, 2, 2, 3, 5, 5, 4, …
## $ byredo_bal_premium                <dbl> 4, 4, 5, 4, 4, 4, 4, 2, 4, 4, 5, 4, …
## $ byredo_bal_sophisticated          <dbl> 4, 4, 5, 4, 4, 4, 4, 2, 4, 5, 5, 4, …
## $ byredo_bal_luxurious              <dbl> 4, 4, 5, 4, 4, 4, 4, 2, 4, 4, 5, 4, …
## $ byredo_bal_trustworthy            <dbl> 4, 4, 5, 4, 4, 3, 4, 2, 3, 4, 5, 3, …
## $ byredo_bal_approachable           <dbl> 4, 4, 5, 4, 3, 2, 3, 2, 3, 4, 5, 3, …
## $ dedcool_mochi_premium             <dbl> 3, 5, 4, 2, 2, 2, 2, 4, 3, 4, 5, 3, …
## $ dedcool_mochi_sophisticated       <dbl> 3, 5, 4, 3, 2, 2, 2, 4, 4, 4, 5, 3, …
## $ dedcool_mochi_luxurious           <dbl> 3, 5, 4, 3, 2, 3, 3, 4, 3, 4, 5, 4, …
## $ dedcool_mochi_trustworthy         <dbl> 3, 5, 4, 4, 2, 4, 4, 4, 4, 4, 5, 5, …
## $ dedcool_mochi_approachable        <dbl> 3, 5, 4, 4, 2, 4, 5, 4, 4, 5, 5, 5, …
## $ dedcool_beach_premium             <dbl> 3, 5, 4, 3, 1, 3, 3, 3, 3, 4, 5, 3, …
## $ dedcool_beach_sophisticated       <dbl> 3, 5, 4, 3, 1, 2, 3, 3, 4, 5, 5, 4, …
## $ dedcool_beach_luxurious           <dbl> 3, 5, 4, 3, 1, 2, 3, 3, 3, 4, 5, 3, …
## $ dedcool_beach_trustworthy         <dbl> 3, 5, 4, 4, 2, 4, 4, 3, 4, 4, 5, 5, …
## $ dedcool_beach_approachable        <dbl> 3, 5, 4, 4, 3, 4, 4, 3, 4, 5, 5, 5, …
## $ dsdurga_pistachio_premium         <dbl> 4, 4, 3, 3, 3, 4, 4, 2, 4, 4, 5, 3, …
## $ dsdurga_pistachio_sophisticated   <dbl> 4, 4, 3, 3, 3, 2, 4, 2, 4, 4, 5, 3, …
## $ dsdurga_pistachio_luxurious       <dbl> 4, 4, 3, 3, 3, 2, 5, 2, 4, 3, 5, 3, …
## $ dsdurga_pistachio_trustworthy     <dbl> 4, 3, 3, 2, 4, 4, 5, 2, 4, 3, 5, 5, …
## $ dsdurga_pistachio_approachable    <dbl> 4, 4, 3, 3, 4, 4, 5, 2, 3, 4, 5, 5, …
## $ dsdurga_magenta_premium           <dbl> 2, 3, 4, 2, 4, 2, 4, 4, 4, 3, 1, 4, …
## $ dsdurga_magenta_sophisticated     <dbl> 2, 3, 4, 3, 4, 2, 3, 4, 4, 3, 1, 4, …
## $ dsdurga_magenta_luxurious         <dbl> 2, 3, 4, 2, 4, 2, 4, 4, 4, 3, 1, 3, …
## $ dsdurga_magenta_trustworthy       <dbl> 3, 3, 4, 3, 4, 2, 4, 4, 3, 4, 1, 3, …
## $ dsdurga_magenta_approachable      <dbl> 3, 3, 4, 4, 4, 2, 5, 4, 3, 4, 1, 3, …
## $ tomford_tov_leaves_premium        <dbl> 4, 4, 3, 2, 2, 3, 5, 4, 4, 4, 5, 5, …
## $ tomford_tov_leaves_sophisticated  <dbl> 4, 4, 3, 3, 2, 3, 5, 4, 4, 4, 5, 5, …
## $ tomford_tov_leaves_luxurious      <dbl> 4, 4, 3, 2, 2, 4, 5, 4, 4, 4, 5, 4, …
## $ tomford_tov_leaves_trustworthy    <dbl> 4, 4, 3, 3, 2, 3, 3, 4, 4, 4, 5, 3, …
## $ tomford_tov_leaves_approachable   <dbl> 4, 4, 3, 3, 2, 4, 3, 4, 4, 4, 5, 2, …
## $ tomford_tov_cave_premium          <dbl> 4, 5, 4, 4, 4, 4, 5, 3, 4, 5, 5, 5, …
## $ tomford_tov_cave_sophisticated    <dbl> 4, 5, 4, 4, 4, 4, 5, 3, 4, 5, 5, 5, …
## $ tomford_tov_cave_luxurious        <dbl> 4, 5, 4, 4, 4, 4, 5, 3, 4, 5, 5, 5, …
## $ tomford_tov_cave_trustworthy      <dbl> 4, 5, 4, 3, 4, 3, 3, 3, 4, 5, 5, 3, …
## $ tomford_tov_cave_approachable     <dbl> 4, 5, 4, 3, 4, 3, 3, 3, 3, 4, 5, 2, …

Section 4 — Ad Block (Q29–Q38)

Note: “This ad is convincing” landed in cols 158–167 for all 10 ads, separate from the main block (95–149).

## Rows: 273
## Columns: 65
## $ commodity_iced_premium        <dbl> 3, 2, 4, 4, 3, 3, 2, 2, 4, 5, 5, 4, 5, 2…
## $ commodity_iced_sophisticated  <dbl> 3, 2, 4, 4, 3, 3, 2, 2, 4, 5, 5, 4, 5, 3…
## $ commodity_iced_luxurious      <dbl> 3, 2, 4, 4, 3, 3, 2, 2, 3, 4, 5, 3, 4, 2…
## $ commodity_iced_trustworthy    <dbl> 3, 2, 4, 4, 3, 4, 2, 2, 4, 5, 5, 4, 5, 4…
## $ commodity_iced_approachable   <dbl> 3, 2, 4, 4, 3, 4, 2, 2, 4, 5, 5, 4, 5, 4…
## $ commodity_iced_review_helpful <dbl> 3, 2, 4, 4, 2, 4, 4, 2, 4, 4, 5, 4, 5, 4…
## $ commodity_iced_convincing     <dbl> 3, 2, 4, 4, 2, 4, 3, 2, 4, 4, 5, 3, 5, 3…
## $ commodity_gold_premium        <dbl> 4, 3, 3, 4, 4, 4, 5, 4, 4, 5, 5, 5, 4, 4…
## $ commodity_gold_sophisticated  <dbl> 4, 3, 3, 4, 4, 4, 5, 4, 4, 5, 5, 5, 4, 4…
## $ commodity_gold_luxurious      <dbl> 4, 3, 3, 4, 4, 4, 5, 4, 4, 5, 5, 5, 4, 3…
## $ commodity_gold_trustworthy    <dbl> 4, 3, 3, 4, 4, 4, 5, 4, 4, 5, 5, 3, 4, 3…
## $ commodity_gold_approachable   <dbl> 4, 3, 3, 4, 3, 4, 5, 4, 4, 4, 5, 2, 4, 4…
## $ commodity_gold_convincing     <dbl> 4, 3, 3, 4, 3, 4, 5, 4, 3, 4, 5, 3, 2, 3…
## $ byredo_mojave_premium         <dbl> 4, 5, 2, 3, 2, 4, 4, 3, 4, 4, 5, 3, 2, 4…
## $ byredo_mojave_sophisticated   <dbl> 4, 5, 2, 3, 2, 4, 3, 3, 4, 4, 5, 2, 4, 4…
## $ byredo_mojave_luxurious       <dbl> 4, 5, 2, 3, 2, 4, 3, 3, 4, 4, 5, 2, 2, 3…
## $ byredo_mojave_trustworthy     <dbl> 4, 5, 2, 4, 2, 4, 4, 3, 4, 4, 5, 4, 3, 4…
## $ byredo_mojave_approachable    <dbl> 4, 5, 2, 4, 2, 3, 4, 3, 4, 4, 5, 4, 4, 4…
## $ byredo_mojave_review_helpful  <dbl> 4, 5, 2, 3, 3, 3, 4, 3, 4, 4, 5, 4, 3, 4…
## $ byredo_mojave_convincing      <dbl> 4, 5, 2, 4, 2, 4, 2, 3, 4, 4, 5, 3, 2, 4…
## $ byredo_bal_premium            <dbl> 4, 3, 4, 3, 2, 4, 5, 2, 4, 4, 5, 5, 4, 3…
## $ byredo_bal_sophisticated      <dbl> 4, 3, 4, 3, 2, 4, 5, 2, 4, 4, 5, 5, 4, 3…
## $ byredo_bal_luxurious          <dbl> 4, 3, 4, 4, 2, 4, 5, 2, 4, 4, 5, 5, 4, 3…
## $ byredo_bal_trustworthy        <dbl> 4, 3, 4, 4, 2, 3, 4, 2, 4, 4, 5, 2, 3, 3…
## $ byredo_bal_approachable       <dbl> 4, 3, 4, 4, 2, 3, 4, 2, 4, 4, 5, 2, 4, 3…
## $ byredo_bal_convincing         <dbl> 4, 3, 4, 4, 2, 4, 4, 2, 4, 4, 5, 2, 4, 3…
## $ dedcool_mochi_premium         <dbl> 3, 3, 4, 2, 2, 4, 4, 3, 4, 3, 4, 2, 2, 3…
## $ dedcool_mochi_sophisticated   <dbl> 4, 3, 4, 4, 2, 2, 2, 3, 4, 4, 4, 2, 3, 4…
## $ dedcool_mochi_luxurious       <dbl> 4, 3, 4, 2, 2, 2, 2, 3, 3, 3, 4, 2, 2, 3…
## $ dedcool_mochi_trustworthy     <dbl> 4, 3, 4, 4, 2, 3, 3, 3, 3, 4, 4, 4, 4, 4…
## $ dedcool_mochi_approachable    <dbl> 4, 3, 4, 4, 2, 4, 4, 3, 4, 4, 4, 4, 4, 4…
## $ dedcool_mochi_review_helpful  <dbl> 4, 3, 4, 4, 2, 4, 4, 3, 2, 4, 4, 3, 2, 4…
## $ dedcool_mochi_convincing      <dbl> 4, 3, 4, 4, 2, 3, 4, 3, 2, 4, 4, 3, 2, 4…
## $ dedcool_multi_premium         <dbl> 3, 3, 5, 3, 3, 4, 5, 2, 3, 4, 4, 3, 3, 3…
## $ dedcool_multi_sophisticated   <dbl> 3, 3, 5, 3, 3, 2, 5, 2, 4, 4, 4, 4, 4, 4…
## $ dedcool_multi_luxurious       <dbl> 3, 3, 5, 3, 3, 2, 5, 2, 3, 4, 4, 4, 3, 2…
## $ dedcool_multi_trustworthy     <dbl> 4, 3, 5, 4, 3, 3, 4, 2, 4, 3, 4, 3, 4, 4…
## $ dedcool_multi_approachable    <dbl> 4, 3, 5, 4, 3, 3, 5, 2, 4, 4, 4, 4, 4, 4…
## $ dedcool_multi_convincing      <dbl> 4, 3, 5, 4, 3, 2, 3, 2, 3, 4, 4, 3, 2, 2…
## $ dsdurga_cowboy_premium        <dbl> 4, 3, 3, 4, 2, 3, 4, 2, 4, 3, 4, 2, 4, 2…
## $ dsdurga_cowboy_sophisticated  <dbl> 4, 3, 3, 4, 2, 2, 3, 2, 4, 3, 4, 2, 4, 2…
## $ dsdurga_cowboy_luxurious      <dbl> 4, 3, 3, 4, 2, 2, 3, 2, 4, 3, 4, 2, 3, 2…
## $ dsdurga_cowboy_trustworthy    <dbl> 4, 3, 3, 4, 2, 3, 4, 2, 4, 4, 4, 4, 3, 2…
## $ dsdurga_cowboy_approachable   <dbl> 4, 3, 3, 4, 2, 2, 4, 2, 4, 4, 4, 4, 4, 4…
## $ dsdurga_cowboy_review_helpful <dbl> 4, 3, 3, 4, 2, 4, 4, 2, 4, 4, 4, 4, 4, 3…
## $ dsdurga_cowboy_convincing     <dbl> 4, 3, 3, 4, 2, 3, 4, 2, 4, 4, 4, 4, 4, 2…
## $ dsdurga_madeny_premium        <dbl> 4, 3, 4, 4, 4, 3, 5, 4, 4, 4, 4, 2, 5, 2…
## $ dsdurga_madeny_sophisticated  <dbl> 4, 3, 4, 3, 4, 2, 5, 4, 4, 4, 4, 2, 5, 4…
## $ dsdurga_madeny_luxurious      <dbl> 4, 3, 4, 3, 4, 2, 5, 4, 4, 4, 4, 2, 5, 2…
## $ dsdurga_madeny_trustworthy    <dbl> 4, 3, 4, 4, 4, 2, 5, 3, 4, 4, 4, 5, 3, 3…
## $ dsdurga_madeny_approachable   <dbl> 4, 3, 4, 3, 4, 2, 5, 3, 4, 4, 4, 5, 4, 3…
## $ dsdurga_madeny_convincing     <dbl> 4, 3, 4, 4, 4, 2, 5, 3, 3, 4, 4, 3, 4, 3…
## $ tomford_soleil_premium        <dbl> 4, 3, 3, 4, 2, 4, 2, 3, 4, 3, 4, 4, 5, 3…
## $ tomford_soleil_sophisticated  <dbl> 4, 3, 3, 4, 2, 2, 2, 3, 4, 4, 4, 4, 5, 3…
## $ tomford_soleil_luxurious      <dbl> 4, 3, 3, 4, 2, 4, 3, 3, 4, 4, 4, 4, 5, 3…
## $ tomford_soleil_trustworthy    <dbl> 4, 3, 3, 4, 2, 3, 3, 3, 4, 4, 4, 3, 4, 3…
## $ tomford_soleil_approachable   <dbl> 4, 3, 3, 4, 2, 2, 4, 3, 4, 4, 4, 2, 4, 3…
## $ tomford_soleil_review_helpful <dbl> 4, 3, 3, 4, 2, 3, 4, 3, 4, 4, 4, 4, 5, 4…
## $ tomford_soleil_convincing     <dbl> 4, 3, 3, 4, 2, 3, 4, 3, 4, 4, 4, 3, 5, 3…
## $ tomford_rose_premium          <dbl> 4, 3, 4, 4, 2, 4, 5, 5, 4, 4, 4, 5, 4, 3…
## $ tomford_rose_sophisticated    <dbl> 4, 3, 4, 4, 2, 2, 5, 5, 4, 4, 4, 5, 4, 4…
## $ tomford_rose_luxurious        <dbl> 4, 3, 4, 4, 2, 3, 5, 5, 4, 4, 4, 5, 4, 3…
## $ tomford_rose_trustworthy      <dbl> 4, 3, 4, 4, 2, 2, 5, 5, 4, 4, 4, 3, 3, 4…
## $ tomford_rose_approachable     <dbl> 4, 3, 4, 4, 2, 4, 5, 5, 4, 4, 4, 4, 3, 3…
## $ tomford_rose_convincing       <dbl> 4, 3, 4, 4, 2, 3, 5, 5, 4, 4, 4, 3, 3, 3…

Section 5 — Customization Block (Q39–Q42)

## Rows: 273
## Columns: 4
## $ cust_interest   <dbl> 4, 3, 5, 4, 3, 4, 5, 4, 4, 5, 5, 5, 5, 5, 5, 5, 5, 4, …
## $ cust_brand_desc <chr> "Personally empowering", "None of the above", "Innovat…
## $ cust_luxurious  <dbl> 4, 3, 4, 5, 3, 4, 4, 5, 4, 5, 5, 5, 3, 4, 4, 5, 5, 4, …
## $ cust_premium    <dbl> 4, 3, 5, 5, 3, 4, 5, 5, 4, 5, 5, 5, 4, 4, 4, 4, 5, 3, …

Section 6 — Brand Block (Q43–Q45)

## Rows: 273
## Columns: 3
## $ brand_cluster <chr> "Byredo, Le Labo, Maison Margiela Replica", "DedCool, Ph…
## $ brand_words   <chr> "Accessible, Sophisticated, Elevated, Everyday, Unique, …
## $ brand_tradeup <chr> "Tom Ford", "Byredo, Le Labo, Loewe", "DS & Durga, Byred…

Q8 Spend Tier Segmentation

Q8 Spend Tier Segmentation
Spend Tier n Share
Accessible (≤$149) 127 46.5%
Aspirational ($150+) 146 53.5%

Geography by Spend Tier

Geography Coverage by Spend Tier
Spend Tier Respondents Valid US ZIPs Unique ZIPs
Accessible (≤$149) 127 119 118
Aspirational ($150+) 146 132 128

Consumer Behaviour (Q5–Q14) by Spend Tier

Q5 Detail by Spend Tier
Spend Tier Use Frequency n Share
Accessible (≤$149) Multiple times a day 62 48.8%
Accessible (≤$149) Once a day 47 37.0%
Accessible (≤$149) Few times a week 15 11.8%
Accessible (≤$149) On special occasions 3 2.4%
Aspirational ($150+) Multiple times a day 97 66.4%
Aspirational ($150+) Once a day 43 29.5%
Aspirational ($150+) Few times a week 5 3.4%
Aspirational ($150+) On special occasions 1 0.7%
Q6 Detail by Spend Tier
Spend Tier Purchase Frequency n Share
Accessible (≤$149) Never 1 0.8%
Accessible (≤$149) Once a year 17 13.4%
Accessible (≤$149) 2–3 times a year 44 34.6%
Accessible (≤$149) 4–6 times a year 32 25.2%
Accessible (≤$149) Monthly or more 33 26.0%
Aspirational ($150+) Never 1 0.7%
Aspirational ($150+) Once a year 15 10.3%
Aspirational ($150+) 2–3 times a year 21 14.4%
Aspirational ($150+) 4–6 times a year 41 28.1%
Aspirational ($150+) Monthly or more 68 46.6%
Q7 Detail by Spend Tier
Spend Tier Fragrances Owned n Share
Accessible (≤$149) 10+ 78 61.4%
Accessible (≤$149) 1–2 6 4.7%
Accessible (≤$149) 3–5 19 15.0%
Accessible (≤$149) 6–10 24 18.9%
Aspirational ($150+) 10+ 105 71.9%
Aspirational ($150+) 1–2 2 1.4%
Aspirational ($150+) 3–5 20 13.7%
Aspirational ($150+) 6–10 19 13.0%
Q9 Detail by Spend Tier
Spend Tier Purchase Channel Mentions Share
Accessible (≤$149) Directly from the brand, Online 104 20.4%
Accessible (≤$149) Beauty retailers, In-store (Sephora, Ulta, etc) 89 17.4%
Accessible (≤$149) Beauty retailers, Online (Sephora, Ulta, etc) 82 16.0%
Accessible (≤$149) Independent Boutique, Online 47 9.2%
Accessible (≤$149) Department store, In-store (Nordstrom, Bloomingdale’s, etc) 35 6.8%
Accessible (≤$149) Department store, Online (Nordstrom, Bloomingdale’s, etc) 34 6.7%
Accessible (≤$149) Directly from the brand, In-store 34 6.7%
Accessible (≤$149) Independent Boutique, In-store 33 6.5%
Accessible (≤$149) Amazon 32 6.3%
Accessible (≤$149) Other 21 4.1%
Aspirational ($150+) Directly from the brand, Online 123 16.5%
Aspirational ($150+) Beauty retailers, In-store (Sephora, Ulta, etc) 115 15.4%
Aspirational ($150+) Beauty retailers, Online (Sephora, Ulta, etc) 108 14.5%
Aspirational ($150+) Department store, In-store (Nordstrom, Bloomingdale’s, etc) 82 11.0%
Aspirational ($150+) Directly from the brand, In-store 73 9.8%
Aspirational ($150+) Independent Boutique, Online 70 9.4%
Aspirational ($150+) Department store, Online (Nordstrom, Bloomingdale’s, etc) 65 8.7%
Aspirational ($150+) Independent Boutique, In-store 61 8.2%
Aspirational ($150+) Amazon 28 3.8%
Aspirational ($150+) Other 20 2.7%
Aspirational ($150+) None 1 0.1%
Q9 Other Responses by Spend Tier
Spend Tier Other Response
Aspirational ($150+) There’s other places
Aspirational ($150+) Online fragrance sites
Aspirational ($150+) Secondhand website i.e. Depop
Aspirational ($150+) Different stores and websites
Accessible (≤$149) Resell
Aspirational ($150+) Fragrancenet.com
Aspirational ($150+) Facebook groups Mercari eBay
Aspirational ($150+) Niche brand websites
Accessible (≤$149) Third-party sites like Fragrancenet
Accessible (≤$149) Varied
Accessible (≤$149) Fragrancenet
Aspirational ($150+) TikTok
Accessible (≤$149) Oil stores
Accessible (≤$149) Discount sites like Fragrance.net or PerfumeSpot
Accessible (≤$149) Ipsy
Accessible (≤$149) Credo and or Lucky Scents
Aspirational ($150+) Discount websites like Jomashop or Fragrancenet
Accessible (≤$149) Marshalls Ebisu Life Miniso
Accessible (≤$149) Sample Decanting websites such as Ministry of Scent
Aspirational ($150+) Jomashop Fragrancenet FragrancebuycaFrag Flex TikTok Beauty House Aroma Concept erc
Accessible (≤$149) Tiktok
Accessible (≤$149) Decanter sites
Aspirational ($150+) Tiktok
Accessible (≤$149) Discounters online
Aspirational ($150+) Jomashop
Accessible (≤$149) Mercari Facebook
Aspirational ($150+) Discounters and collectors on eBay etsy
Accessible (≤$149) Facebook Groups/Facebook Marketplace
Aspirational ($150+) costco
Accessible (≤$149) Zgo perfumery
Aspirational ($150+) ShopApp
Aspirational ($150+) TJ MAXX
Aspirational ($150+) Fragrance Facebook groups
Accessible (≤$149) Whatnot
Aspirational ($150+) duty free
Aspirational ($150+) all are gifts but purchased in stores
Aspirational ($150+) Duty free
Accessible (≤$149) at the aiport
Accessible (≤$149) airport shops
Accessible (≤$149) Airport/Duty Free
Q10 Detail by Spend Tier
Spend Tier Brand Mentions Share
Accessible (≤$149) Commodity 101 32.1%
Accessible (≤$149) Other 71 22.5%
Accessible (≤$149) Maison Margiela Replica 41 13.0%
Accessible (≤$149) DedCool 23 7.3%
Accessible (≤$149) Diptyque 20 6.3%
Accessible (≤$149) Tom Ford 19 6.0%
Accessible (≤$149) Le Labo 14 4.4%
Accessible (≤$149) D. S. & Durga 12 3.8%
Accessible (≤$149) Byredo 10 3.2%
Accessible (≤$149) None 4 1.3%
Aspirational ($150+) Commodity 117 22.9%
Aspirational ($150+) Other 80 15.6%
Aspirational ($150+) Maison Margiela Replica 63 12.3%
Aspirational ($150+) Byredo 51 10.0%
Aspirational ($150+) Diptyque 46 9.0%
Aspirational ($150+) Tom Ford 44 8.6%
Aspirational ($150+) Le Labo 43 8.4%
Aspirational ($150+) DedCool 41 8.0%
Aspirational ($150+) D. S. & Durga 25 4.9%
Aspirational ($150+) None 2 0.4%
Q11 Detail by Spend Tier
Spend Tier Awareness n Share
Accessible (≤$149) No / Not sure 6 4.7%
Accessible (≤$149) Yes 121 95.3%
Aspirational ($150+) No / Not sure 10 6.8%
Aspirational ($150+) Yes 136 93.2%
Q12 Detail by Spend Tier
Spend Tier Purchase Driver Mean Score n
Accessible (≤$149) Scent Profile 4.76 127
Accessible (≤$149) Scent Longevity 4.40 127
Accessible (≤$149) Price 4.17 127
Accessible (≤$149) Ingredients 3.45 127
Accessible (≤$149) Sustainability 3.24 127
Accessible (≤$149) Brand Reputation 3.20 127
Accessible (≤$149) Packaging 2.95 127
Accessible (≤$149) Instore Presentation 2.36 127
Accessible (≤$149) Exclusivity 2.13 127
Aspirational ($150+) Scent Profile 4.66 146
Aspirational ($150+) Scent Longevity 4.07 146
Aspirational ($150+) Price 3.65 146
Aspirational ($150+) Ingredients 3.55 146
Aspirational ($150+) Brand Reputation 3.27 146
Aspirational ($150+) Packaging 3.21 146
Aspirational ($150+) Sustainability 3.14 146
Aspirational ($150+) Instore Presentation 2.54 146
Aspirational ($150+) Exclusivity 2.53 146
Q13 Detail by Spend Tier
Spend Tier Relationship Mentions Share
Accessible (≤$149) It’s a form of self-expression and identity 107 41.2%
Accessible (≤$149) It’s part of my personal style ritual 102 39.2%
Accessible (≤$149) It’s functional, I wear it daily without much thought 29 11.2%
Accessible (≤$149) I wear it occasionally for special events 16 6.2%
Accessible (≤$149) Other 6 2.3%
Aspirational ($150+) It’s a form of self-expression and identity 123 40.7%
Aspirational ($150+) It’s part of my personal style ritual 119 39.4%
Aspirational ($150+) It’s functional, I wear it daily without much thought 35 11.6%
Aspirational ($150+) Other 15 5.0%
Aspirational ($150+) I wear it occasionally for special events 10 3.3%
Q14 Detail by Spend Tier
Spend Tier Discovery Channel Mentions Share
Accessible (≤$149) In-store sampling or testers 103 21.6%
Accessible (≤$149) Organic social media (TikTok, Instagram) 82 17.2%
Accessible (≤$149) Online fragrance communities (Fragrantica, Reddit) 68 14.3%
Accessible (≤$149) Brand’s marketing communications 61 12.8%
Accessible (≤$149) Friends and Family Reccomendation 54 11.3%
Accessible (≤$149) Gifting 42 8.8%
Accessible (≤$149) Youtube reviews 36 7.5%
Accessible (≤$149) Paid influencer or celebrity promotion 19 4.0%
Accessible (≤$149) Other 12 2.5%
Aspirational ($150+) In-store sampling or testers 125 20.8%
Aspirational ($150+) Organic social media (TikTok, Instagram) 99 16.5%
Aspirational ($150+) Online fragrance communities (Fragrantica, Reddit) 94 15.6%
Aspirational ($150+) Brand’s marketing communications 72 12.0%
Aspirational ($150+) Youtube reviews 58 9.7%
Aspirational ($150+) Friends and Family Reccomendation 57 9.5%
Aspirational ($150+) Gifting 46 7.7%
Aspirational ($150+) Paid influencer or celebrity promotion 31 5.2%
Aspirational ($150+) Other 19 3.2%
Q14 Other Responses by Spend Tier
Spend Tier Other Response
Aspirational ($150+) I usually search online and watch YouTube as well as being a fragrance reviewer I pay attention to new releases.
Aspirational ($150+) Decant sites
Aspirational ($150+) I constantly search for sents I wish to smell and invest in
Aspirational ($150+) With 2 little kids and living in the suburbs it’s hard for me to get to the stores to sample new products. I would be more willing to buy products after receiving promotional samples delivered to my home that I liked vs blind buying.
Aspirational ($150+) Buying samples
Aspirational ($150+) Samples
Aspirational ($150+) Fragrance professionals like Alice du Parcq
Accessible (≤$149) GWP on the Sephora app
Accessible (≤$149) Discovery sets / samples
Aspirational ($150+) Samples given from online shopping
Aspirational ($150+) I should note I have no social media besides YouTube and I store samples.
Accessible (≤$149) Mainly through independent retailers that I’ve previously purchased from (Luckyscent Ministry of Scent Aedes de Venustas).
Aspirational ($150+) Free samples!!
Accessible (≤$149) decant websites (sampling)
Aspirational ($150+) sample boxes
Aspirational ($150+) Scentbird
Accessible (≤$149) Online samples
Aspirational ($150+) I love to read about fragrances and blind buy. It’s like opening a Christmas gift- what will it be!? Sometimes I’m pleasantly pleased sometimes I am regretful. It’s all apart of the fragrance collection culture.
Accessible (≤$149) Samples sent with other fragrances or products ordered online
Aspirational ($150+) Discovery sets
Accessible (≤$149) GQ Box
Accessible (≤$149) through asking gemini for fragrance recommendations based on scents notes and perfumes i already have tried and like
Aspirational ($150+) scentbird
Aspirational ($150+) regularly checking retailers websites
Accessible (≤$149) Online sample purchase
Accessible (≤$149) Searching online for a scent profile
Accessible (≤$149) Sometimes I may see an ad that intrigues me. But I will not buy it until I’ve tested it.
Aspirational ($150+) Happenstance
Aspirational ($150+) Substack
Aspirational ($150+) Duty free stores on line reviews
Accessible (≤$149) Smelling it on other people

Purchase Channel × Geography by Spend Tier

Purchase Channel Mentions by Spend Tier
Spend Tier Channel Type Mentions Share
Accessible (≤$149) Online 283 61.1%
Accessible (≤$149) In-Store 180 38.9%
Aspirational ($150+) Online 357 54.3%
Aspirational ($150+) In-Store 300 45.7%
Purchase Channel Other Responses by Spend Tier
Spend Tier Other Response
Aspirational ($150+) There’s other places
Aspirational ($150+) Online fragrance sites
Aspirational ($150+) Secondhand website i.e. Depop
Aspirational ($150+) Different stores and websites
Accessible (≤$149) Resell
Aspirational ($150+) Fragrancenet.com
Aspirational ($150+) Facebook groups Mercari eBay
Aspirational ($150+) Niche brand websites
Accessible (≤$149) Third-party sites like Fragrancenet
Accessible (≤$149) Varied
Accessible (≤$149) Fragrancenet
Aspirational ($150+) TikTok
Accessible (≤$149) Oil stores
Accessible (≤$149) Discount sites like Fragrance.net or PerfumeSpot
Accessible (≤$149) Ipsy
Accessible (≤$149) Credo and or Lucky Scents
Aspirational ($150+) Discount websites like Jomashop or Fragrancenet
Accessible (≤$149) Marshalls Ebisu Life Miniso
Accessible (≤$149) Sample Decanting websites such as Ministry of Scent
Aspirational ($150+) Jomashop Fragrancenet FragrancebuycaFrag Flex TikTok Beauty House Aroma Concept erc
Accessible (≤$149) Tiktok
Accessible (≤$149) Decanter sites
Aspirational ($150+) Tiktok
Accessible (≤$149) Discounters online
Aspirational ($150+) Jomashop
Accessible (≤$149) Mercari Facebook
Aspirational ($150+) Discounters and collectors on eBay etsy
Accessible (≤$149) Facebook Groups/Facebook Marketplace
Aspirational ($150+) costco
Accessible (≤$149) Zgo perfumery
Aspirational ($150+) ShopApp
Aspirational ($150+) TJ MAXX
Aspirational ($150+) Fragrance Facebook groups
Accessible (≤$149) Whatnot
Aspirational ($150+) duty free
Aspirational ($150+) all are gifts but purchased in stores
Aspirational ($150+) Duty free
Accessible (≤$149) at the aiport
Accessible (≤$149) airport shops
Accessible (≤$149) Airport/Duty Free
Dominant Purchase Channel by State and Spend Tier
State Spend Tier Channel Type Mentions
AL Accessible (≤$149) Online 4
AZ Accessible (≤$149) Online 3
AZ Aspirational ($150+) In-Store 3
CA Accessible (≤$149) Online 31
CA Aspirational ($150+) Online 34
CO Aspirational ($150+) Online 5
CT Accessible (≤$149) Online 6
CT Aspirational ($150+) Online 4
DC Accessible (≤$149) Online 2
DE Aspirational ($150+) Online 3
FL Accessible (≤$149) Online 25
FL Aspirational ($150+) Online 25
GA Accessible (≤$149) Online 10
GA Aspirational ($150+) Online 13
HI Accessible (≤$149) Online 3
IA Aspirational ($150+) In-Store 4
ID Accessible (≤$149) In-Store 1
ID Aspirational ($150+) In-Store 4
IL Accessible (≤$149) Online 21
IL Aspirational ($150+) Online 4
IN Accessible (≤$149) Online 3
IN Aspirational ($150+) Online 3
KS Aspirational ($150+) In-Store 4
KY Aspirational ($150+) Online 7
LA Accessible (≤$149) Online 7
LA Aspirational ($150+) Online 7
MA Accessible (≤$149) Online 2
MA Aspirational ($150+) Online 15
MD Accessible (≤$149) Online 2
MD Aspirational ($150+) In-Store 7
MI Accessible (≤$149) Online 20
MI Aspirational ($150+) Online 19
MN Accessible (≤$149) Online 8
MN Aspirational ($150+) In-Store 3
MO Accessible (≤$149) Online 2
MO Aspirational ($150+) In-Store 4
NC Accessible (≤$149) Online 8
NC Aspirational ($150+) Online 16
NE Aspirational ($150+) Online 2
NJ Accessible (≤$149) Online 12
NJ Aspirational ($150+) Online 27
NM Aspirational ($150+) Online 4
NV Aspirational ($150+) Online 4
NY Accessible (≤$149) Online 29
NY Aspirational ($150+) In-Store 49
OH Accessible (≤$149) Online 9
OH Aspirational ($150+) Online 3
OK Accessible (≤$149) Online 5
OR Accessible (≤$149) Online 2
OR Aspirational ($150+) Online 3
PA Accessible (≤$149) Online 9
PA Aspirational ($150+) Online 14
RI Aspirational ($150+) In-Store 6
SC Accessible (≤$149) Online 6
SC Aspirational ($150+) Online 4
SD Accessible (≤$149) Online 3
TN Accessible (≤$149) In-Store 3
TN Aspirational ($150+) Online 12
TX Accessible (≤$149) Online 18
TX Aspirational ($150+) Online 27
UT Accessible (≤$149) In-Store 3
VA Accessible (≤$149) Online 9
VA Aspirational ($150+) Online 24
WA Accessible (≤$149) Online 8
WA Aspirational ($150+) Online 7
WI Accessible (≤$149) Online 10
WI Aspirational ($150+) In-Store 5

H1 — Font Perception by Spend Tier (Q15–Q18)

H1 hypothesis: The font on the product label is a main driver of accessible vs. premium positioning. This section tests whether Accessible and Aspirational buyers respond to fonts differently.

H1 Premium Gap: Aspirational minus Accessible per Font
Font Accessible (mean) Aspirational (mean) Gap (Asp − Acc)
F1: Thin Serif 2.94 2.99 0.05
F2: Bold Serif 3.66 3.61 -0.05
F3: High Contrast Serif 3.28 3.13 -0.15
F4: Italic Script 2.02 2.21 0.19

H1 — Pooled Correlation by Spend Tier

Guide: r values show how strongly two perception attributes move together within each tier. *** p<0.001 | ** p<0.01 | * p<0.05 | ns = not significant.

H1 — Score Distributions by Spend Tier

H1 — Perceptual Profile by Spend Tier

H2 — Image / Packaging Perception by Spend Tier (Q19–Q28)

H2 hypothesis: Ingredient-focused imagery is perceived as less premium than dramatic/narrative imagery. This section tests whether that effect differs between the two spend tiers.

H2 — Premium Score by Brand, Condition, and Spend Tier
Brand Condition Accessible (mean) Aspirational (mean)
Byredo Ingredient 3.43 3.45
Byredo No-Ingredient 3.62 3.54
Commodity Ingredient 3.45 3.34
Commodity No-Ingredient 2.97 2.94
DS&Durga Ingredient 3.03 2.97
DS&Durga No-Ingredient 2.92 2.90
DedCool Ingredient 2.98 3.05
DedCool No-Ingredient 3.08 2.82
Tom Ford Ingredient 3.86 3.78
Tom Ford No-Ingredient 3.80 3.77
H2 Premium Gap (No-Ingredient): Aspirational minus Accessible
Brand Accessible (mean) Aspirational (mean) Gap (Asp − Acc)
DedCool 3.08 2.82 -0.26
Byredo 3.62 3.54 -0.08
Commodity 2.97 2.94 -0.03
Tom Ford 3.80 3.77 -0.03
DS&Durga 2.92 2.90 -0.02

H2 — Pooled Correlation by Spend Tier

Within each tier, how strongly do the 5 perception attributes move together when rating packaging? *** p<0.001 | ** p<0.01 | * p<0.05 | ns = not significant.

H2 — Score Distributions by Spend Tier (Commodity)

H2 — Perceptual Profile by Spend Tier

H3 — Ad Perception by Spend Tier (Q29–Q38)

H3 Premium Gap — No Review Condition: Aspirational minus Accessible
Brand Accessible (mean) Aspirational (mean) Gap (Asp − Acc)
Commodity 4.16 3.90 -0.26
DedCool 2.97 2.90 -0.07
Byredo 3.42 3.43 0.01
Tom Ford 3.68 3.71 0.03
DS&Durga 3.25 3.33 0.08

H3 — Pooled Correlation by Spend Tier

Within each tier, how strongly do the 5 perception attributes move together when rating ads? *** p<0.001 | ** p<0.01 | * p<0.05 | ns = not significant.

H3 — Score Distributions by Spend Tier (Commodity)

H3 — Perceptual Profile by Spend Tier

H4 — Scent Space Customization by Spend Tier (Q39–Q42)

H4 hypothesis: Aspirational buyers assign greater luxury and premium value to scent-space customisation, reflecting a higher willingness to invest in personalisation.

H4 — Customization Perception Gap: Aspirational minus Accessible
Metric Accessible (mean) Aspirational (mean) Gap (Asp − Acc)
Customization Interest 4.09 4.08 -0.01
Feels Luxurious 4.02 4.03 0.01
Feels Premium 3.98 4.01 0.03

H4 — Score Distributions by Spend Tier

Q43–Q45 — Brand Positioning by Spend Tier

Q43 — ‘Other’ Cluster Responses by Spend Tier (full detail)
Spend Tier Brand Cluster (write-in) n Share within tier
Accessible (≤$149) Tom Ford, Creed, Loewe 7 25.0%
Byredo, Le Labo, Maison Margiela Replica, Tom Ford, Creed, Loewe 6 21.4%
DS & Durga, Diptyque, Tom Ford, Creed, Loewe 4 14.3%
DedCool, Phlur, Skylar, DS & Durga, Diptyque 4 14.3%
Byredo, Le Labo, Maison Margiela Replica, I’m not sure. 1 3.6%
DedCool, Phlur, Skylar, Clean Reserve, Bastide, Versatile Paris 1 3.6%
DedCool, Phlur, Skylar, I’m not sure. 1 3.6%
I really only love Milk and Gold. Those seem close to DedCool/Phlur/Skylar. But not the rest of the Commodity line. 1 3.6%
I would put commodity in its own category to be honest. In between dedcool, Phlur, and Skylar’s category and the category with ds & durga and diptyque. The scent profile on commodity fragrances is a bit more developed than the first category but much more accessible than the second. Not less developed than ds & Durga or diptyque but more approachable. 1 3.6%
In between the first two options 1 3.6%
Laurel Bath House, Sorce, DedCool 1 3.6%
Aspirational ($150+) DedCool, Phlur, Skylar, DS & Durga, Diptyque 6 20.7%
Tom Ford, Creed, Loewe 4 13.8%
DS & Durga, Diptyque, Byredo, Le Labo, Maison Margiela Replica, Tom Ford, Creed, Loewe 2 6.9%
DS & Durga, Diptyque, Tom Ford, Creed, Loewe 2 6.9%
DedCool, Phlur, Skylar, DS & Durga, Diptyque, Byredo, Le Labo, Maison Margiela Replica 2 6.9%
DedCool, Phlur, Skylar, Tom Ford, Creed, Loewe 2 6.9%
Byredo, Le Labo, Maison Margiela Replica, Tom Ford, Creed, Loewe 1 3.4%
DS & Durga, Diptyque, Byredo, Le Labo, Maison Margiela Replica, Jo Malone 1 3.4%
DS & Durga, Diptyque, This is all perceived value, honestly commodity has better juice than creed or tom ford but the packaging is not as unique. I give my friends decants of commodity all the time. People that work for Le Labo and Byredo and they are always shocked that it is so good. 1 3.4%
DedCool, Phlur, Skylar, DS & Durga, Diptyque, Byredo, Le Labo, Maison Margiela Replica, Tom Ford, Creed, Loewe 1 3.4%
Fuggazi 1 3.4%
Honestly, Commodity stands out on their own! 1 3.4%
I’m not sure., I’m not sure as I’ve never used some of these brands but I don’t think commodity represents any of the listed in comparison 1 3.4%
It feels all its own to be honest, which I appreciate! None of the others are even relatable or similar in my opinion. (In a good way) 1 3.4%
None of them, commodity hooked me with its unique style and design. 1 3.4%
None, all options feel more focused on clear bottles with slight scent differentiation whereas commodity looks the same bottle to bottle. 1 3.4%
commodity doesn’t fall into any of these categories as it’s unique in its concept 1 3.4%
Q44 — Word Type Share by Spend Tier
Spend Tier Total Word Selections % Aspirational Words % Everyday/Neutral Words
Accessible (≤$149) 607 58% 40%
Aspirational ($150+) 730 57% 42%
Q45 Detail by Spend Tier
Spend Tier Trade-Up Choice n Share
Accessible (≤$149) Le Labo 40 20.0%
Accessible (≤$149) I wouldn’t trade up, Commodity already feels premium enough 37 18.5%
Accessible (≤$149) Byredo 32 16.0%
Accessible (≤$149) I wouldn’t buy fragrance at a higher price point 32 16.0%
Accessible (≤$149) Tom Ford 23 11.5%
Accessible (≤$149) Other 19 9.5%
Accessible (≤$149) DS & Durga 12 6.0%
Accessible (≤$149) Loewe 5 2.5%
Aspirational ($150+) Byredo 53 22.0%
Aspirational ($150+) Le Labo 46 19.1%
Aspirational ($150+) I wouldn’t trade up, Commodity already feels premium enough 38 15.8%
Aspirational ($150+) Loewe 30 12.4%
Aspirational ($150+) Tom Ford 28 11.6%
Aspirational ($150+) DS & Durga 23 9.5%
Aspirational ($150+) Other 12 5.0%
Aspirational ($150+) I wouldn’t buy fragrance at a higher price point 11 4.6%

Key Takeaways — Commodity Perception Gap by Spend Tier

Strategic Gap Summary — Commodity Perception: Aspirational minus Accessible
Section Condition Attribute Accessible (mean) Aspirational (mean) Gap (Asp − Acc) Direction
H2 — Packaging Ingredient sophisticated 3.27 3.14 -0.13 → Both tiers similar
premium 3.45 3.34 -0.11 → Both tiers similar
luxurious 3.21 3.16 -0.05 → Both tiers similar
trustworthy 3.72 3.71 -0.01 → Both tiers similar
approachable 3.96 3.99 0.03 → Both tiers similar
No-Ingredient sophisticated 3.08 2.92 -0.16 ↓ Accessible rates higher
luxurious 2.91 2.84 -0.07 → Both tiers similar
premium 2.97 2.94 -0.03 → Both tiers similar
trustworthy 2.86 2.94 0.08 → Both tiers similar
approachable 2.83 3.03 0.20 ↑ Aspirational rates higher
H3 — Advertising No Review luxurious 4.09 3.76 -0.33 ↓ Accessible rates higher
sophisticated 4.14 3.86 -0.28 ↓ Accessible rates higher
premium 4.16 3.90 -0.26 ↓ Accessible rates higher
trustworthy 3.80 3.71 -0.09 → Both tiers similar
approachable 3.83 3.78 -0.05 → Both tiers similar
With Review premium 2.97 3.02 0.05 → Both tiers similar
sophisticated 2.93 2.98 0.05 → Both tiers similar
approachable 3.67 3.77 0.10 → Both tiers similar
luxurious 2.73 2.84 0.11 → Both tiers similar
trustworthy 3.43 3.54 0.11 → Both tiers similar