Study: Fragrance Shoppers Read Direct Mail

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Adults who use fragrances read direct mail pieces, according to a survey released yesterday by Vertis, a technology-based integrated marketing and advertising solutions company.


The twice-yearly "Customer Focus 2002: Fragrance" survey from Vertis indicated that 75 percent of adults who wear fragrance seven days per week read direct mail. Only 9 percent of them are truly selective, reporting that they open direct mail only from companies they are familiar with.


Creative advertising and direct mail also play an influential role when it comes to fragrance purchases, the survey found.


When the survey asked, "Have you ever made a purchase of a fragrance due to a fragrance strip featured on a printed advertisement," 22 percent said that they had, and 36 percent of Generation Y consumers answered yes. Six percent of seniors have purchased based on a fragrance strip. Fragrance strips also proved popular among African-Americans, as 35 percent answered yes to this compared with 24 percent of Hispanics and 21 percent of Caucasians.


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