Thematic Coding

Cluster summary for the pooled word map
cluster dominant theme word count pooled mentions top words
1 environment 3 37 bottle, display, shelf
2 environment 5 36 smell, story, store, luxury, guide
3 sensory 10 45 scent, simple, packaging, personal, storytelling
4 sensory 4 48 feel, expensive, easy, weight
5 luxury aspiration 3 9 accessible, exclusive, special

Sentence Highlight Legend

accessible
sensory
story driven
luxury aspiration
personalization
guidance
environment
uncoded

Byredo SA

10 sentences 6 coded 60% coded coverage dominant theme: story driven
We ask the customer if they are familiar with the brand and where they heard about it, if they have any of them, and depending on the answer we keep learning. I ask if they want something for themselves or for a gift, if for themselves I ask what they already like to read the person, and then if they want something similar or something different. If they want to change I ask what they want to change toward, like something fresh for winter or spring, and I start navigating with them. Sometimes they ask about best sellers, sometimes they want guidance based on what they already like. I tell them a little about the brand, the founder, he was a basketball player, he’s well traveled, some fragrances are inspired by places like Africa, or specific flowers like one that grows in the desert and when it blooms everything changes. You make storytelling short, companies want long storytelling but customers are in a rush, especially during holidays, so you keep it short, founder, inspiration, best sellers, and keep their attention. You read the customer, some are in a rush, you cut it off, some want more, you explain more. We don’t control the display, the company and visual team does, they update it based on launches, events, seasons, campaigns, ads, movies, music. Sometimes people come because they saw it somewhere, like in a series or a song, for example Bad Bunny mentions a fragrance and people come asking for it. We have training through the company, two or three days, storytelling, product, customer service, and building relationships so customers come back.

Chris

22 sentences 20 coded 91% coded coverage dominant theme: sensory
I usually decide in-store based on what I smell and what catches my attention visually rather than doing research beforehand. Mostly in-store, like Sephora or department stores. I prefer to test scents in person rather than buying online. Usually the way it looks first, if the bottle or display stands out, I’ll go over and try it. The visual setup, how bold or eye-catching the display is compared to everything else around it. If something has a strong display or looks more elevated, it immediately feels more premium. The shape is clean and simple, but it doesn’t really stand out compared to other brands. It’s not immediately clear what makes it different from other fragrance brands. It feels more minimal or straightforward, but I don’t get a strong identity or story from it. The weight, it feels solid but not noticeably different from other bottles. Pretty standard, like most other fragrance bottles. Feels good quality, but nothing that really stands out as unique. Somewhat, but not clearly more expensive than others around it. Probably a clean, minimal kind of luxury, but it doesn’t come across very strongly. It seems like different intensity levels or how strong the scent is. It makes some sense, but I wouldn’t immediately understand it without explanation. Not much, it doesn’t really leave a strong impression outside of the scent itself. Places like Sephora or general retail stores, not necessarily high-end or exclusive locations. It would need something more distinctive, either in design, storytelling, or how it stands out visually. Other brands feel more obviously luxurious because of stronger design or presentation. The bottle being heavier just makes it look fancier. Pretty important, especially since it’s hard to tell the difference between fragrances without help.

Crystal

29 sentences 19 coded 66% coded coverage dominant theme: sensory
I scroll on TikTok until I find a video that convinces me. I look for whether the person can describe the notes properly, and how they describe their own body chemistry, because the same perfume might smell too fruity on one person but more warm on someone else, so I like hearing how the notes come up. If TikTok doesn’t have it I go on YouTube, and then I look for deals or bundles, like affiliate links. So first is notes, how they describe the notes, and second is if there’s a good deal or bundle, because I like to layer. I have to smell it, if I can’t smell it then I rely on notes but that’s a gamble, and if it’s an international brand I have to take a risk, but if I can smell it I’ll always go to the store. I would say definitely the bottle, the design catches my eye, if it looks very pretty like a powder room vibe I’m drawn to that. If it looks boxy like this I don’t know if I would go to it, I have bottles like that but I kind of stay away because they might feel more fragile. So bottle design first, visuals, then notes second. The amber bottle, it feels like it’s more protective of the ingredients. I like that it’s not opaque, you can see how much is left. It’s easy to grab, like the cylinder, and if I drop it I don’t think it would break as easily. I like that it’s not too clear, not too dark, and I like that you can clearly see the name. They seem very sustainable, like the tones they use, gold, amber, it feels simple and sustainable. The cylinder shape, it’s easy to hold, it feels sturdy, and the weight at the bottom makes it feel expensive. This, I wouldn’t know what this meant, scent space expressive, it seems like a cute little phrase, like be expressive. Since I know the brand I understand it means a more intense version, but it’s not as intuitive. Maybe if they had a better indicator, like levels, first level, second level, third level bold. The labels are very clean, but maybe they could add a little icon, not an emoji, but like a small graphic of the main note, like a mango or something. I like the names, they’re very straightforward, like Book feels earthy like a library, Milk they did a great job describing the notes. Fifth Ave, and Nordstrom, but not Nordstrom Rack. Yes it feels expensive because of the weight at the bottom. These feel very limited edition, the colors feel exclusive, the way the juice looks feels expensive, and the writing matches the juice color. Commodity does a great job showing color, I don’t think changing bottle colors would help, but maybe they could incorporate a small graphic or element of color. I would appreciate an associate only if they’re knowledgeable and passionate, sometimes it feels like they’re just pushing a sale. I discovered it through recommendations, TikTok. I like the smaller ones, they’re very cute, they feel luxurious because of the cylinder shape. I don’t like the little vial ones, I like sprays. If I got this as a gift I’d be like oh my gosh this is so cute, I can throw it in my purse. I would give it a five, it’s not unattainable but it feels like you should know notes well, it’s more for fragrance enthusiasts, the average person might not just walk up and pick one, they’d have to know what notes smell like.

Ellis

33 sentences 17 coded 52% coded coverage dominant theme: sensory
Yes, I use reddit to see how effective the fragrance is or the quality of the product. I like to look at any negative and personal reviews. Sephora bc the samples are out in the open, you can test them yourselves and no one is bothering you. Brands I know, there are fragrances I don’t own but know and will test again. Brands I know have other stuff that come out with. Just walking and reading the descriptions, like the floral and sweeter things. Packaging bottle look and color of the fragrance of the liquid. Not much about the display but it’s about the bottle itself. The roundness of the packaging, I haven’t seen this kind of bottle. There’s something about the black that makes it look nicer but the font looks trendy/millennial. 4 or 5 because I’m confused by the amount of Milks there are (3 Milks?). Naming and image, I don’t get the vibe that they’re going for. It almost looks like skincare and I’m confused by the food ingredient pictures. There’s travel kits, is it mainly for travel? More trendy than having its own voice. The weight, it’s a little heavy (note: she was holding Milk Expressive) Good size, fits in my head easy to use Glass? In the way it feels like mugs, glass mugs. In a way it does feel expensive with the dark color in the packaging but the label looks more millennial. Reminds me of Casper mattress, Away bag vibe. Nothing unique, but spreads rather than shoots which is nice. Expressive: when you walk by and you can really smell the scent. Strong in the sense of clearness of what it is. (Just noticed the dots) No, scent spaces system doesn’t make sense to me. Is it supposed to smell like a book? Sephora, Ulta, wherever they sell makeup. I don’t see this at Bloomingdale’s or Macy’s because I feel like department stores are names that people know. I could see Commodity on an Instagram ad. For Commodity, clearer brand story, clearer on what the dots means. Clear on scent space (has no idea, details what that means) I know Tom Ford, so I’m a little biased. Tom Ford labels don’t feel luxurious. Tom ford is more luxurious because the label feels matte and texture. Not really, I don’t like the pressure and I don’t know what to ask them because fragrance questions seem more personal and subjective. More aspirational: Jo Malone (brand recognition and bottles) and more accessible: Marc Jacobs’ Daisy (the fun, floral bottles) and Glossier (brands that didn’t start as perfume), Victoria Secret.

Jennifer

27 sentences 25 coded 93% coded coverage dominant theme: sensory
Obviously I think this wall right here, I always try to go for these big ones to see what’s on display first because I feel like this is usually where the new stuff is, and every Sephora is a little different, so these end caps are not always here. I would go here and look at these displays because these are usually where the brands are set up, and I’d be like, oh I’ve been wanting to smell this, and then I would pick it up and do the thing you’re not supposed to do and be like, oh I don’t like that or I like that, and then I would probably go look around and pick things up and decide which one smells good. These end caps feel very popular for sure, like if they’re giving all this real estate to a brand it’s going to be popular. Obviously I think color is really important, like these are very pleasant, this is kind of boring because they’re all clear, so it draws your eye more when there’s color, and the shape of the bottles too, like this one has a really fun shape, not just square. Tom Ford always does really pretty bottles, they’re always a really color, and you can instantly tell signature shapes, like I know that’s Tom Ford or I know that’s Byredo, so that’s fun. Because these are clear it kind of signifies it’s going to be pretty but nothing exciting, whereas this feels exciting, this feels exciting. I would say display is probably like a 5, it matters but at the end of the day the juice is the most important, there are so many niche perfumes with terrible ugly bottles but the juice is really good. This one called Delicious Marshmallow looks like a Claire’s perfume but people love it, it’s very popular, it has nothing to do with the juice inside. For Commodity, I think it’s very striking they use black bottles, it feels sophisticated, expensive, mysterious, classy, and even the clear one still looks expensive because of how it’s lined up. If I didn’t know anything about these they would be kind of confusing because there’s nothing visually telling me what they are, I would have to read the names, like gold sounds luxurious but I wouldn’t know what’s inside. The names intrigue you, but I already know they’re different strengths, and I think they did a good job showing that, like this one is more intense, this one is lighter. The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive. The spray is a fine, wide mist, not drippy, and that feels more luxurious because it feels thoughtful and delicate. I think they’re trying to communicate understated but luxurious, not distracting from the juice, like the bottle isn’t trying too hard. Personal feels like close to the skin, expressive a little further, bold more intense. The system makes sense, they did a good job, it’s clear on the bottle. I went to their store on a fragrance tour so I do have bias, I’ve talked to them and followed them for a long time. I think what makes them impactful is the refillable system, like having a big and small bottle, that feels thoughtful and better for the environment, and they rotate products so they’re not overproducing. I would expect to find them in Sephora or maybe Ulta, not really somewhere like Bergdorf because it feels more accessible being here, and the price point is really good. I don’t feel like anything needs to change to make it more luxurious, but if they wanted to evolve they would need to go more out of the box or use more precious ingredients because everything right now feels very safe. Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold. I would be more inclined to smell Tom Ford just based on the name, and I know it will last longer because of the oils. In Sephora, guidance from sales associates is like a 3, but in a luxury store it’s really important, I want someone to guide me and walk me through it. In Sephora I feel confident choosing on my own because nothing is too weird and I can return it, but in more niche stores I feel less confident and want that human guidance. I do research through social media, emails, podcasts, or celebrities, and then I look up reviews because sometimes the notes sound good but don’t smell good. A brand that feels really aspirational is Dries Van Noten, the bottles are beautiful, heavy, refillable, and feel like art objects, and they’re harder to find so they feel more exclusive. An accessible brand would be something like Fleur, but because they release so many fragrances it starts to feel less special.

Marcela

21 sentences 12 coded 57% coded coverage dominant theme: sensory
Usually I, since I was 15 years old, I liked it that time, and I’ve bought the same bottle every single time since. Sometimes I get it as a gift because everybody knows that’s what I use. Sometimes I buy it at Sephora if I see it, and a lot of times I buy it at duty free. When I walk in, I would say like the bottle or something that I’ve heard smells good. Here specifically, I feel they’re crowded here, a lot of people in the store, I’m a little overwhelmed. Like I saw this and it’s like oh my God it’s green, and I’m curious about why it’s green, so I want to smell it, and I don’t like how it smells. I can see that all of them are black and then one of them isn’t, so I’m drawn to the not black one, because why is it different than all the others. I think it’s simple, I think it’s elegant, like sophisticated. To be honest it’s a little bit greasy, I think that’s just a store thing. Not really, I think it’s overly simple, like low key reminds me of an off brand speaker feel, kind of like a dupe. That was great, that looks comfortable, it looks like even little tiny droplets, not like one chunk. I think they’re trying to let the fragrances… Nordstrom. It needs something else to make it look fancy, it looks like dupes. Tom Ford, probably because of the gold or something, and the detail on the glass bottle, it’s still very simple but the little design looks really nice. I also think I like how each bottle has its color, they’re nice understated colors. For fragrances I would rather be on my own. The Dolce and Gabbana one looks more fancy, it’s metal and has details. I think it adds, sometimes you just want to try them all and have them. No, for me it’s like I need something, I’m just going to go get it and get out, convenience. A lot of the time I feel like they’re super cool so I’m just like I need this and I grab it and go, I’m not a shopper. Commodity probably just because for me that’s my basic, and this seems newer.

Sephora 34th

12 sentences 5 coded 42% coded coverage dominant theme: sensory
I think it’s always going to be, what do they like? … Customers don’t really know the extent or the details of a fragrance. They’re just like, I like something sweet, I like something floral… It’s more the tones. Very basic packaging, but it’s popular. I know people do come in for it, but it’s very… literally very basic packaging. It’s not like a Carolina Herrera… it’s basic… even just the name itself, very simple. Especially, like, the packaging makes a big difference. You see it, it’s like kind of out there… doesn’t mean someone’s gonna prefer it, but… some people don’t like the flashy stuff. I see a lot of customers wander when they first come in. They go towards the back, and then they sort of make their rounds here. Very rarely… like here and there… but they don’t really care. Since I work for a particular brand, we get our own training… we don’t get training on other brands.

Sephora 5Ave

13 sentences 7 coded 54% coded coverage dominant theme: sensory
Notes, categories (such as woody, citrus, clean, etc) They usually ask about fragrance longevity. For example, “is it strong or more subtle?” “how long does it last?” A very simple, sheer perfume. Luxurious, expensive, special occasions, a treat for themselves. We’ve only had it as a stand-alone display. No, we don’t share Commodity’s founder, origin or history with customers. Customers do not ask where the brand comes from. Brands come in and train us, the notes, France chemistry, introduce us to our new scents, lineage, where they started from. They talk to us about each note, scents, and how you can label them. Sephora Manhattan West Beauty Advisor #1 Not emphasize. We do ask them questions to help narrow down the options. So, like, what kind of scent do you prefer? We also ask, what have you tried before? You know, those, like, basic questions.

Tom Ford SA

13 sentences 7 coded 54% coded coverage dominant theme: sensory
We have to always greet the customer, we have to welcome them, and then we have to ask what they know about Tom Ford first. We have to educate the customer and tell them about Tom Ford, like the story and what he does, a little bit of history, and then I talk about the collections. With Tom Ford they want to learn about the story behind it, every fragrance tells a story, and then they want to know about the ingredients. A lot of customers are very specific about ingredients, they may like the fragrance but once they know the ingredient they say it’s not going to work for them. It’s the most luxurious brand of the 21st century. Tom Ford is an architect, a designer, he used to work for Gucci, and then he created his own brand in 2005, he’s also a film producer. All the bottles are like chess pieces, architecture, everything is structured. A lot of people don’t know that, they just pick a bottle because they like it, but there is a story behind it. One fragrance reminds him of a gentleman’s club in London, another one he smelled and said fabulous and named it Fabulous. It depends on the customer, New Yorkers want it quick, they don’t want the story, but tourists want to know more. If someone doesn’t know anything I educate them, tell them he’s a fashion designer, architect, film producer, worked for Gucci, created his line in 2005. Everything is structured here, private blend, signature collection, ingredients from his private laboratory, each section represents something. We are trained, we have to go to training, we have to sell the way they want us to sell, there is a standard, I cannot just say anything, I have to say welcome to the world of Tom Ford.

Tyra

29 sentences 24 coded 83% coded coverage dominant theme: sensory
I most definitely do research before making a fragrance purchase. I normally go through social media, either Instagram or TikTok, mainly Instagram, and go on perfume pages where they’re more intentional, and then I go on Fragrantica and check the notes, what’s in the perfumes, and then I go to an online store or in person to try it out. Sephora would be my first choice, if it’s not there then department stores, and if not then flagship stores, but that’s rare. When I walk into Sephora, what draws me in is where it’s placed on the shelf, like what’s facing forward because my eyes are drawn there first, and then I look at the notes or the shape of the bottle. The photos don’t matter that much to me, it just signals that they were rich enough to buy shelf space. On a scale of importance, display is like a 7 because in Sephora it’s either all or nothing, either a full island or just one on a shelf, there’s no in between. For Commodity, the bottle looks not that bad, but the graphics look bad. The bottle itself doesn’t look out of place next to other brands. It’s very easy to understand, like a 6, because it’s not mysterious, it kind of feeds you what it is, like it smells like a book or milk, so it’s very straightforward. I think it’s modern looking, and knowing the influencer behind it, it feels science-based and targeted toward a younger audience. When I interact with it, I usually test with strips and try a lot because I don’t come back often. The texture and feel of the bottle feels luxurious, but the graphic kind of kills it. It’s simple, like an apothecary-style bottle, and it’s too simple to have a lot of thoughts about. The material is a nice heavy glass, and the color is nice. It feels affordable, not luxury, because I don’t know the brand and the bottle doesn’t signify any story, it just looks nice and feels surface level. The packaging doesn’t communicate much, but I like that it’s beginner-friendly, especially the scent space system, that helps me understand how strong it is. The terms like personal, expressive, bold don’t mean anything unless there’s a definition, but I like that they explain it. If I saw it quickly, I wouldn’t really know or care, but if I looked longer I might figure it out. When I first learned the concept it made sense, but I was still curious about longevity. The scent space system can be confusing because the notes actually change between versions, so they feel like different perfumes instead of just stronger or weaker. What stands out beyond scent is the discovery kits, especially the mini wardrobe set, that’s really cute. Other than that, it just feels like a new brand I haven’t seen. I would expect to find it at Sephora, maybe somewhere similar, but not somewhere more elevated. If it wanted to evolve, the graphics on the bottle need to change because that’s what’s holding it back, and the perfumes don’t feel special or individual, they all feel the same. Compared to Tom Ford, Tom Ford feels more luxurious because of the name, the different colors and finishes, and the individuality of each bottle, whereas Commodity all looks the same. What makes something feel more expensive is individuality and variety, especially since they’ll be displayed at home, and also strong campaign visuals that feel intentional. In Sephora, I don’t want guidance at all because it’s crowded, but in a flagship I would want someone to guide me and tell me the story. If I had no help in Sephora choosing Commodity, I’d be like a 3 in confidence because I don’t know the brand. Brands that feel more aspirational would be something like Jo Malone, and more comparable would be Glossier or Fleur, not super cheap but not luxury either.

Language Framing Analysis

Example quotes for each framing category
category context name quote
aspirational General / Unspecified Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
aspirational Commodity Jennifer Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold.
casual General / Unspecified Tyra It’s simple, like an apothecary-style bottle, and it’s too simple to have a lot of thoughts about.
casual General / Unspecified Crystal It’s easy to grab, like the cylinder, and if I drop it I don’t think it would break as easily.
emotional General / Unspecified Jennifer Because these are clear it kind of signifies it’s going to be pretty but nothing exciting, whereas this feels exciting, this feels exciting.
emotional General / Unspecified Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
functional Sephora Sephora 5Ave Notes, categories (such as woody, citrus, clean, etc) They usually ask about fragrance longevity.
functional General / Unspecified Crystal I look for whether the person can describe the notes properly, and how they describe their own body chemistry, because the same perfume might smell too fruity on one person but more warm on someone else, so I like hearing how the notes come up.

Consistency Mapping

Sephora vs Department Store consistency comparison
store_context Emerging Repeated Unique top_repeated
Department Store 10 13 28 bottle, feel, feels, easy, expensive
Sephora 3 0 36 None

Sensory Language Frequency

Supporting quotes for sensory attributes
attribute context name quote
bottle Commodity Jennifer Obviously I think color is really important, like these are very pleasant, this is kind of boring because they’re all clear, so it draws your eye more when there’s color, and the shape of the bottles too, like this one has a really fun shape, not just square.
bottle Commodity Tyra When I walk into Sephora, what draws me in is where it’s placed on the shelf, like what’s facing forward because my eyes are drawn there first, and then I look at the notes or the shape of the bottle.
cap Commodity Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
cap Commodity Jennifer Obviously I think this wall right here, I always try to go for these big ones to see what’s on display first because I feel like this is usually where the new stuff is, and every Sephora is a little different, so these end caps are not always here.
spray Commodity Jennifer The spray is a fine, wide mist, not drippy, and that feels more luxurious because it feels thoughtful and delicate.
spray Commodity Crystal I look for whether the person can describe the notes properly, and how they describe their own body chemistry, because the same perfume might smell too fruity on one person but more warm on someone else, so I like hearing how the notes come up.
texture Commodity Ellis Tom ford is more luxurious because the label feels matte and texture.
texture Commodity Tyra I normally go through social media, either Instagram or TikTok, mainly Instagram, and go on perfume pages where they’re more intentional, and then I go on Fragrantica and check the notes, what’s in the perfumes, and then I go to an online store or in person to try it out.
weight Commodity Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
weight Commodity Ellis The weight, it’s a little heavy (note: she was holding Milk Expressive) Good size, fits in my head easy to use Glass?

Perception Gap Analysis

Brand Intent vs Observed Perception
context language brand intent observed perception gap_type tension
Department Store aspirational 1 5 Perception stronger than intent Customers are picking up this frame more strongly than associates express it.
Department Store environment 1 5 Perception stronger than intent Customers are picking up this frame more strongly than associates express it.
Department Store sensory 1 5 Perception stronger than intent Customers are picking up this frame more strongly than associates express it.
Department Store accessible 0 5 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Department Store emotional 0 5 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Department Store story driven 2 3 Perception stronger than intent Customers are picking up this frame more strongly than associates express it.
Department Store functional 0 4 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Department Store luxury aspiration 0 4 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Department Store casual 1 2 Perception stronger than intent Customers are picking up this frame more strongly than associates express it.
Department Store guidance 2 1 Intent stronger than perception Associates mention this more strongly than customers do.
Department Store personalization 0 2 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Sephora accessible 2 1 Intent stronger than perception Associates mention this more strongly than customers do.
Sephora aspirational 2 1 Intent stronger than perception Associates mention this more strongly than customers do.
Sephora sensory 2 1 Intent stronger than perception Associates mention this more strongly than customers do.
Sephora casual 2 0 Intent not perceived Associates emphasize this, but customers do not echo it.
Sephora environment 1 1 Aligned Intent and perception are broadly aligned.
Sephora functional 1 1 Aligned Intent and perception are broadly aligned.
Sephora luxury aspiration 1 1 Aligned Intent and perception are broadly aligned.
Sephora story driven 2 0 Intent not perceived Associates emphasize this, but customers do not echo it.
Sephora emotional 0 1 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Sephora guidance 0 1 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Sephora personalization 0 1 Customer-added perception Customers add this meaning even when associates do not emphasize it.
Highlighted gaps and tensions
context language brand intent quote observed perception quote gap / tension
Department Store aspirational It’s the most luxurious brand of the 21st century. Compared to Tom Ford, Tom Ford feels more luxurious because of the name, the different colors and finishes, and the individuality of each bottle, whereas Commodity all looks the same. Customers are picking up this frame more strongly than associates express it.
Department Store environment We don’t control the display, the company and visual team does, they update it based on launches, events, seasons, campaigns, ads, movies, music. What makes something feel more expensive is individuality and variety, especially since they’ll be displayed at home, and also strong campaign visuals that feel intentional. Customers are picking up this frame more strongly than associates express it.
Department Store sensory One fragrance reminds him of a gentleman’s club in London, another one he smelled and said fabulous and named it Fabulous. The texture and feel of the bottle feels luxurious, but the graphic kind of kills it. Customers are picking up this frame more strongly than associates express it.
Department Store accessible NA More aspirational: Jo Malone (brand recognition and bottles) and more accessible: Marc Jacobs’ Daisy (the fun, floral bottles) and Glossier (brands that didn’t start as perfume), Victoria Secret. Customers add this meaning even when associates do not emphasize it.
Department Store emotional NA I would give it a five, it’s not unattainable but it feels like you should know notes well, it’s more for fragrance enthusiasts, the average person might not just walk up and pick one, they’d have to know what notes smell like. Customers add this meaning even when associates do not emphasize it.
Department Store story driven You make storytelling short, companies want long storytelling but customers are in a rush, especially during holidays, so you keep it short, founder, inspiration, best sellers, and keep their attention. It would need something more distinctive, either in design, storytelling, or how it stands out visually. Customers are picking up this frame more strongly than associates express it.
Department Store functional NA Yes, I use reddit to see how effective the fragrance is or the quality of the product. Customers add this meaning even when associates do not emphasize it.
Department Store luxury aspiration You make storytelling short, companies want long storytelling but customers are in a rush, especially during holidays, so you keep it short, founder, inspiration, best sellers, and keep their attention. Places like Sephora or general retail stores, not necessarily high-end or exclusive locations. Customers add this meaning even when associates do not emphasize it.
Department Store casual It depends on the customer, New Yorkers want it quick, they don’t want the story, but tourists want to know more. I usually decide in-store based on what I smell and what catches my attention visually rather than doing research beforehand. Customers are picking up this frame more strongly than associates express it.
Department Store guidance We have to educate the customer and tell them about Tom Ford, like the story and what he does, a little bit of history, and then I talk about the collections. In Sephora, I don’t want guidance at all because it’s crowded, but in a flagship I would want someone to guide me and tell me the story. Associates mention this more strongly than customers do.
Department Store personalization I tell them a little about the brand, the founder, he was a basketball player, he’s well traveled, some fragrances are inspired by places like Africa, or specific flowers like one that grows in the desert and when it blooms everything changes. Not really, I don’t like the pressure and I don’t know what to ask them because fragrance questions seem more personal and subjective. Customers add this meaning even when associates do not emphasize it.
Sephora accessible For example, “is it strong or more subtle?” “how long does it last?” A very simple, sheer perfume. I would expect to find them in Sephora or maybe Ulta, not really somewhere like Bergdorf because it feels more accessible being here, and the price point is really good. Associates mention this more strongly than customers do.
Sephora aspirational Luxurious, expensive, special occasions, a treat for themselves. Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold. Associates mention this more strongly than customers do.
Sephora sensory Brands come in and train us, the notes, France chemistry, introduce us to our new scents, lineage, where they started from. The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive. Associates mention this more strongly than customers do.
Sephora casual Notes, categories (such as woody, citrus, clean, etc) They usually ask about fragrance longevity. I would go here and look at these displays because these are usually where the brands are set up, and I’d be like, oh I’ve been wanting to smell this, and then I would pick it up and do the thing you’re not supposed to do and be like, oh I don’t like that or I like that, and then I would probably go look around and pick things up and decide which one smells good. Associates emphasize this, but customers do not echo it.
Sephora story driven No, we don’t share Commodity’s founder, origin or history with customers. Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold. Associates emphasize this, but customers do not echo it.
Sephora emotional NA Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold. Customers add this meaning even when associates do not emphasize it.
Sephora guidance NA In Sephora, guidance from sales associates is like a 3, but in a luxury store it’s really important, I want someone to guide me and walk me through it. Customers add this meaning even when associates do not emphasize it.
Sephora personalization You see it, it’s like kind of out there… doesn’t mean someone’s gonna prefer it, but… some people don’t like the flashy stuff. Personal feels like close to the skin, expressive a little further, bold more intense. Customers add this meaning even when associates do not emphasize it.

Narrative Depth Analysis

Tier 1: little or no narrative framing

Tier 2: some storytelling/context signals

Tier 3: denser story, meaning, or origin/detail language

Representative quotes by narrative depth tier
tier context name quote
Tier 1: Surface-level Commodity Jennifer I would go here and look at these displays because these are usually where the brands are set up, and I’d be like, oh I’ve been wanting to smell this, and then I would pick it up and do the thing you’re not supposed to do and be like, oh I don’t like that or I like that, and then I would probably go look around and pick things up and decide which one smells good.
Tier 1: Surface-level Commodity Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
Tier 2: Moderate narrative Byredo Byredo SA You make storytelling short, companies want long storytelling but customers are in a rush, especially during holidays, so you keep it short, founder, inspiration, best sellers, and keep their attention.
Tier 2: Moderate narrative Commodity Tyra When I walk into Sephora, what draws me in is where it’s placed on the shelf, like what’s facing forward because my eyes are drawn there first, and then I look at the notes or the shape of the bottle.
Tier 3: Rich narrative Byredo Byredo SA I tell them a little about the brand, the founder, he was a basketball player, he’s well traveled, some fragrances are inspired by places like Africa, or specific flowers like one that grows in the desert and when it blooms everything changes.

Environment -> Perception Mapping

Store Element -> Behavior -> Perception mapping
context store element behavior perception aspiration effect speaker evidence
Department Store atmosphere browse compare accessible supports exploration more than aspiration Chris The shape is clean and simple, but it doesn’t really stand out compared to other brands.
Department Store atmosphere general response accessible supports exploration more than aspiration Marcela To be honest it’s a little bit greasy, I think that’s just a store thing.
Department Store atmosphere general response aspirational reinforces aspiration Chris Probably a clean, minimal kind of luxury, but it doesn’t come across very strongly.
Department Store atmosphere general response neutral / unclear mixed Chris Mostly in-store, like Sephora or department stores.
Department Store atmosphere general response sensory supports exploration more than aspiration Ellis Clear on scent space (has no idea, details what that means) I know Tom Ford, so I’m a little biased.
Department Store atmosphere stop notice sensory supports exploration more than aspiration Chris I usually decide in-store based on what I smell and what catches my attention visually rather than doing research beforehand.
Department Store atmosphere test try neutral / unclear mixed Tyra I normally go through social media, either Instagram or TikTok, mainly Instagram, and go on perfume pages where they’re more intentional, and then I go on Fragrantica and check the notes, what’s in the perfumes, and then I go to an online store or in person to try it out.
Department Store atmosphere test try sensory supports exploration more than aspiration Crystal I have to smell it, if I can’t smell it then I rely on notes but that’s a gamble, and if it’s an international brand I have to take a risk, but if I can smell it I’ll always go to the store.
Department Store display browse compare aspirational reinforces aspiration Chris If something has a strong display or looks more elevated, it immediately feels more premium.
Department Store display browse compare neutral / unclear mixed Chris The visual setup, how bold or eye-catching the display is compared to everything else around it.
Department Store display browse compare sensory supports exploration more than aspiration Tyra When I walk into Sephora, what draws me in is where it’s placed on the shelf, like what’s facing forward because my eyes are drawn there first, and then I look at the notes or the shape of the bottle.
Department Store display general response neutral / unclear mixed Tyra On a scale of importance, display is like a 7 because in Sephora it’s either all or nothing, either a full island or just one on a shelf, there’s no in between.
Department Store display general response sensory supports exploration more than aspiration Ellis Not much about the display but it’s about the bottle itself.
Department Store display purchase intent neutral / unclear mixed Tyra The photos don’t matter that much to me, it just signals that they were rich enough to buy shelf space.
Department Store display test try sensory supports exploration more than aspiration Tyra What makes something feel more expensive is individuality and variety, especially since they’ll be displayed at home, and also strong campaign visuals that feel intentional.
Department Store general environment ask engage neutral / unclear mixed Byredo SA I ask if they want something for themselves or for a gift, if for themselves I ask what they already like to read the person, and then if they want something similar or something different.
Department Store general environment ask engage story led reinforces aspiration Byredo SA I tell them a little about the brand, the founder, he was a basketball player, he’s well traveled, some fragrances are inspired by places like Africa, or specific flowers like one that grows in the desert and when it blooms everything changes.
Department Store general environment ask engage weakened weakens aspiration Tyra The terms like personal, expressive, bold don’t mean anything unless there’s a definition, but I like that they explain it.
Department Store general environment browse compare neutral / unclear mixed Ellis There’s something about the black that makes it look nicer but the font looks trendy/millennial.
Department Store general environment browse compare sensory supports exploration more than aspiration Ellis Expressive: when you walk by and you can really smell the scent.
Department Store general environment general response accessible supports exploration more than aspiration Marcela I think it’s simple, I think it’s elegant, like sophisticated.
Department Store general environment general response aspirational reinforces aspiration Tyra What stands out beyond scent is the discovery kits, especially the mini wardrobe set, that’s really cute.
Department Store general environment general response sensory supports exploration more than aspiration Chris It seems like different intensity levels or how strong the scent is.
Department Store general environment general response story led reinforces aspiration Ellis For Commodity, clearer brand story, clearer on what the dots means.
Department Store general environment general response weakened weakens aspiration Marcela Commodity probably just because for me that’s my basic, and this seems newer.
Department Store general environment purchase intent neutral / unclear mixed Marcela Sometimes I buy it at Sephora if I see it, and a lot of times I buy it at duty free.
Department Store general environment stop notice neutral / unclear mixed Marcela I can see that all of them are black and then one of them isn’t, so I’m drawn to the not black one, because why is it different than all the others.
Department Store general environment test try aspirational reinforces aspiration Tyra Brands that feel more aspirational would be something like Jo Malone, and more comparable would be Glossier or Fleur, not super cheap but not luxury either.
Department Store general environment test try neutral / unclear mixed Ellis Brands I know, there are fragrances I don’t own but know and will test again.
Department Store general environment test try sensory supports exploration more than aspiration Crystal These feel very limited edition, the colors feel exclusive, the way the juice looks feels expensive, and the writing matches the juice color.
Department Store packaging browse compare sensory supports exploration more than aspiration Tyra Compared to Tom Ford, Tom Ford feels more luxurious because of the name, the different colors and finishes, and the individuality of each bottle, whereas Commodity all looks the same.
Department Store packaging general response accessible supports exploration more than aspiration Tyra It’s simple, like an apothecary-style bottle, and it’s too simple to have a lot of thoughts about.
Department Store packaging general response aspirational reinforces aspiration Tyra The packaging doesn’t communicate much, but I like that it’s beginner-friendly, especially the scent space system, that helps me understand how strong it is.
Department Store packaging general response sensory supports exploration more than aspiration Ellis More aspirational: Jo Malone (brand recognition and bottles) and more accessible: Marc Jacobs’ Daisy (the fun, floral bottles) and Glossier (brands that didn’t start as perfume), Victoria Secret.
Department Store packaging purchase intent sensory supports exploration more than aspiration Tom Ford SA A lot of people don’t know that, they just pick a bottle because they like it, but there is a story behind it.
Department Store packaging stop notice sensory supports exploration more than aspiration Chris The weight, it feels solid but not noticeably different from other bottles.
Department Store packaging test try sensory supports exploration more than aspiration Tyra It feels affordable, not luxury, because I don’t know the brand and the bottle doesn’t signify any story, it just looks nice and feels surface level.
Department Store service zone ask engage neutral / unclear mixed Byredo SA Sometimes they ask about best sellers, sometimes they want guidance based on what they already like.
Department Store service zone browse compare neutral / unclear mixed Tyra If I saw it quickly, I wouldn’t really know or care, but if I looked longer I might figure it out.
Department Store service zone general response aspirational reinforces aspiration Chris Places like Sephora or general retail stores, not necessarily high-end or exclusive locations.
Department Store service zone general response neutral / unclear mixed Tom Ford SA We are trained, we have to go to training, we have to sell the way they want us to sell, there is a standard, I cannot just say anything, I have to say welcome to the world of Tom Ford.
Department Store service zone general response story led reinforces aspiration Byredo SA We have training through the company, two or three days, storytelling, product, customer service, and building relationships so customers come back.
Department Store service zone stop notice story led reinforces aspiration Byredo SA You make storytelling short, companies want long storytelling but customers are in a rush, especially during holidays, so you keep it short, founder, inspiration, best sellers, and keep their attention.
Department Store service zone test try sensory supports exploration more than aspiration Marcela Like I saw this and it’s like oh my God it’s green, and I’m curious about why it’s green, so I want to smell it, and I don’t like how it smells.
Department Store tester setup test try neutral / unclear mixed Tyra When I interact with it, I usually test with strips and try a lot because I don’t come back often.
Department Store tester setup test try sensory supports exploration more than aspiration Crystal I don’t like the little vial ones, I like sprays.
Sephora atmosphere ask engage accessible supports exploration more than aspiration Sephora 5Ave Notes, categories (such as woody, citrus, clean, etc) They usually ask about fragrance longevity.
Sephora atmosphere general response neutral / unclear mixed Jennifer I went to their store on a fragrance tour so I do have bias, I’ve talked to them and followed them for a long time.
Sephora atmosphere test try sensory supports exploration more than aspiration Jennifer In Sephora I feel confident choosing on my own because nothing is too weird and I can return it, but in more niche stores I feel less confident and want that human guidance.
Sephora display browse compare sensory supports exploration more than aspiration Jennifer I would go here and look at these displays because these are usually where the brands are set up, and I’d be like, oh I’ve been wanting to smell this, and then I would pick it up and do the thing you’re not supposed to do and be like, oh I don’t like that or I like that, and then I would probably go look around and pick things up and decide which one smells good.
Sephora display general response neutral / unclear mixed Sephora 5Ave We’ve only had it as a stand-alone display.
Sephora display general response sensory supports exploration more than aspiration Jennifer I would say display is probably like a 5, it matters but at the end of the day the juice is the most important, there are so many niche perfumes with terrible ugly bottles but the juice is really good.
Sephora display test try sensory supports exploration more than aspiration Jennifer Obviously I think this wall right here, I always try to go for these big ones to see what’s on display first because I feel like this is usually where the new stuff is, and every Sephora is a little different, so these end caps are not always here.
Sephora general environment ask engage neutral / unclear mixed Sephora 5Ave Customers do not ask where the brand comes from.
Sephora general environment browse compare aspirational reinforces aspiration Jennifer Compared to Tom Ford, Commodity actually feels more luxurious in the hand, but visually Tom Ford looks more luxurious because of the finishes, colors, and more audacious concepts, like the names feel more exciting and bold.
Sephora general environment browse compare neutral / unclear mixed Jennifer This one called Delicious Marshmallow looks like a Claire’s perfume but people love it, it’s very popular, it has nothing to do with the juice inside.
Sephora general environment browse compare sensory supports exploration more than aspiration Jennifer I do research through social media, emails, podcasts, or celebrities, and then I look up reviews because sometimes the notes sound good but don’t smell good.
Sephora general environment general response accessible supports exploration more than aspiration Sephora 34th It’s not like a Carolina Herrera… it’s basic… even just the name itself, very simple.
Sephora general environment general response aspirational reinforces aspiration Jennifer If I didn’t know anything about these they would be kind of confusing because there’s nothing visually telling me what they are, I would have to read the names, like gold sounds luxurious but I wouldn’t know what’s inside.
Sephora general environment general response sensory supports exploration more than aspiration Sephora 5Ave They talk to us about each note, scents, and how you can label them.
Sephora general environment general response story led reinforces aspiration Sephora 5Ave No, we don’t share Commodity’s founder, origin or history with customers.
Sephora general environment general response weakened weakens aspiration Sephora 5Ave You know, those, like, basic questions.
Sephora general environment test try aspirational reinforces aspiration Jennifer An accessible brand would be something like Fleur, but because they release so many fragrances it starts to feel less special.
Sephora general environment test try sensory supports exploration more than aspiration Jennifer Because these are clear it kind of signifies it’s going to be pretty but nothing exciting, whereas this feels exciting, this feels exciting.
Sephora packaging browse compare sensory supports exploration more than aspiration Jennifer For Commodity, I think it’s very striking they use black bottles, it feels sophisticated, expensive, mysterious, classy, and even the clear one still looks expensive because of how it’s lined up.
Sephora packaging general response aspirational reinforces aspiration Sephora 34th Especially, like, the packaging makes a big difference.
Sephora packaging general response sensory supports exploration more than aspiration Jennifer Tom Ford always does really pretty bottles, they’re always a really color, and you can instantly tell signature shapes, like I know that’s Tom Ford or I know that’s Byredo, so that’s fun.
Sephora packaging general response weakened weakens aspiration Sephora 34th Very basic packaging, but it’s popular.
Sephora packaging stop notice sensory supports exploration more than aspiration Jennifer Obviously I think color is really important, like these are very pleasant, this is kind of boring because they’re all clear, so it draws your eye more when there’s color, and the shape of the bottles too, like this one has a really fun shape, not just square.
Sephora packaging test try aspirational reinforces aspiration Jennifer I think they’re trying to communicate understated but luxurious, not distracting from the juice, like the bottle isn’t trying too hard.
Sephora packaging test try sensory supports exploration more than aspiration Jennifer The bottles are very weighty, they feel substantial, heavy, solid, and that adds to luxury, you want something that feels like it’s not going to break, and I like that there’s not too much clutter because too much can feel cheap, this feels understated and more expensive.
Sephora service zone browse compare aspirational reinforces aspiration Jennifer In Sephora, guidance from sales associates is like a 3, but in a luxury store it’s really important, I want someone to guide me and walk me through it.
Sephora service zone general response neutral / unclear mixed Sephora 5Ave Sephora Manhattan West Beauty Advisor #1 Not emphasize.
Sephora tester setup test try sensory supports exploration more than aspiration Jennifer The spray is a fine, wide mist, not drippy, and that feels more luxurious because it feels thoughtful and delicate.
Key takeaways on how the environment reinforces or weakens aspiration
context dominant element dominant perception aspiration effect mentions takeaway
Department Store packaging sensory supports exploration more than aspiration 28 Department Store: packaging cues tend to drive sensory responses, supporting exploration more than a luxury halo.
Department Store general environment neutral / unclear mixed 20 Department Store: general environment cues tend to drive neutral / unclear responses, supporting exploration more than a luxury halo.
Department Store general environment sensory supports exploration more than aspiration 17 Department Store: general environment cues tend to drive sensory responses, supporting exploration more than a luxury halo.
Sephora packaging sensory supports exploration more than aspiration 9 Sephora: packaging cues tend to drive sensory responses, supporting exploration more than a luxury halo.
Sephora general environment sensory supports exploration more than aspiration 8 Sephora: general environment cues tend to drive sensory responses, supporting exploration more than a luxury halo.
Sephora general environment aspirational reinforces aspiration 4 Sephora: general environment cues most often lead to aspirational perceptions, which reinforces aspiration.