This is the recent purchase I will be analyzing: YSL’s Black Opium Eau De Parfum.

• What are my expectations? What is the source of those expectations?

My expectations are going off of the source of fragrance description and reviews…to experience a good smelling perfume that is “warm and spicy” with “black coffee, white flowers and vanilla.” As I read the reviews, I am trying to find out if the product is worth my money, as it’s an expensive perfume (for me, a college student, at least.)

• What do I notice about the store I’m purchasing the product in? If I’m purchasing online, what is the website trying to say to me?

I always enjoy going to Sephora because even though the employees can harass you (oops, I meant offer to help you) quite often, they’re always kind and fun to talk to in my experience. I usually go into the store knowing what I want, or else I’ll spend my entire paycheck there. I like walking around and trying out samples. However, this purchase was done online thanks to the pandemic, so I was really taking a risk buying a fragrance without smelling it first. The website gives points with each purchase if you’re a member, so I also used some of my points to get myself free products along with this fragrance purchase. It was a fun online shopping experience.

• What do I notice about the packaging and the product itself?

The first thing I noticed when my Sephora purchase shipped and I opened the box, was how pretty the packaging is. It’s glittery, it’s black, it’s glamorous…it’s quite on brand with my personal style. (On a good day.) I love the unique shape and feel of the bottle, and the black glitter throughout.

• What about using the product? What am I thinking and how do I feel as I use the product?

Upon spraying the first spritz of perfume…I had a flashback…and not one I really cared to think about when applying my new “signature scent.” I remembered a time I had to help run a drag show for my job in student involvement at community college…lol! However, as the initial scent dissipated, I started to notice the notes of spiciness and warm coffee and vanilla, and less of the floral scent, and really started liking the fragrance. The longer I wore it, the more “me” it became. I wore this fragrance on a weekend getaway and received compliments, and felt confident and ~saucy~ in this perfume.

The big consumer insight is that brands try to connect an emotion with an object. In this case, this fragrance should, hypothetically speaking, make the buyer feel attractive, confident, sexy and desirable. Is it the most unique fragrance, with many purchases and over 5 thousand reviews on Sephora’s site? Nope. But, there’s a sense of exclusivity with the price point, and many want to be part of the group of girls who smell “expensive.” From start to finish, the experience needs to bring up positive emotions, and not be tainted by negative reviews, employee interactions etc.

In terms of marketing and using the “four P’s”, I would recommend playing more off of the emotions of consumers and showing an ad of where one might wear this fragrance. For example, on a date, girls night out, interview, etc. Picturing oneself in the situation where the product enhances positive outcomes is an effective way to promote the item.