Understanding the retail sale of perfumery products

Transcription

1 UV20369 Understanding the retail sale of perfumery products This unit provides you with the knowledge and understanding of fragrance retailing. It examines the construction of perfumes and identifies fragrance families. Also covered are the main ingredients of perfumes and the link with fragrance families and customer preferences. The unit will cover the techniques for identifying customers needs. UV20369_v3

2 Level 2 Credit value 3 GLH 30 Observation(s) 0 External paper(s) 0

3 Understanding the retail sale of perfumery products Learning outcomes On completion of this unit you will: 1. Understand the composition and historical development of perfumes 2. Understand what types of perfumery products are available 3. Understand how to help customers to choose perfumery products Evidence requirements 1. Observation outcomes (where applicable) Competent performance of Observation outcomes must be demonstrated to your assessor on at least one occasion. 2. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the Knowledge section of this unit. This evidence may include projects, assignments, case studies, reflective accounts, oral/written questioning and/or other forms of evidence. 3. Tutor/Assessor guidance You will be guided by your tutor/assessor on how to achieve learning outcomes. All outcomes must be achieved. 4. External paper There is no external paper requirement for this unit. UV

4 Developing knowledge Achieving knowledge outcomes You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below: Where possible your assessor will integrate knowledge outcomes into practical observations through oral questioning. Observed work Witness statements Audio-visual media Evidence of prior learning or attainment Written questions Oral questions Assignments Case studies 4 UV20369

5 Knowledge Outcome 1 Understand the composition and historical development of perfumes You can: Portfolio reference a. Explain the key stages in the history and development of perfumes b. Describe the fragrance families and indicate fragrances that have similar ingredients c. Identify the key ingredients of perfumes and explain how these ingredients are used to construct perfumes d. Describe natural ingredients of perfumes including their origin, their qualities and how they influence the fragrance UV

6 Outcome 2 Understand what types of perfumery products are available You can: Portfolio reference a. Describe the range of perfumery products available b. Explain the principal differences between types of perfumery products 6 UV20369

7 Outcome 3 Understand how to help customers to choose perfumery products You can: Portfolio reference a. Describe effective questioning techniques used to establish customers requirements for perfumery products b. Describe the criteria for matching perfumery products to customers needs and preferences c. Describe opportunities for selling additional or assorted products, including opportunities to recommend fragrance families to customers UV

8 Unit content This section provides guidance on the recommended knowledge and skills required to enable you to achieve each of the learning outcomes in this unit. Your tutor/assessor will ensure you have the opportunity to cover all of the unit content. Outcome 1: Historical development of perfumes: Perfumed oils used by the early Egyptians for religious rituals, cosmetic and medicinal purposes; perfume use spread to Greece, Islamic countries and Rome; rapid decrease in use with the birth of Christianity; 1370 first modern perfume made in Hungary called Hungary Waters; 1656 France introduced perfumed gloves, rein of Louis XV was dubbed the perfume court ; 1709 Eau de Cologne invented; 1760 formulation of Creed perfume; 1828 Guerlain founded by Pierre-Françoise Pascal Guerlain; 1886 introduction of Avon perfume and products; 1921 Coco Chanel created first perfume, Chanel No.5; 1945 significant chemical advances; 1953 Estee Lauder released Youth Dew, breaking French perfume domination; 1983 use of the fragrance wheel in retail; 2008 Roja Dove s book, The Essence of Perfume documents complete history of perfumes and perfumery. Fragrance families: Traditional single floral, floral bouquet, ambery, woody, leather, chypre, fougere; modern bright floral, green, oceanic/ozone, citrus or fruity, gourmand. Fragrance wheel: Floral floral, soft floral, floral ornamental; oriental soft oriental, oriental, woody oriental; woody wood, mossy woods, dry woods; fresh citrus, green, water; fougere. Key ingredients of perfumes: Basic framework primary scents, modifiers, blenders and fixatives; perfume construction aromatic sources, essential oils, fragrance oils, fragrance bases, water, odorants and alcohol. Origins of natural ingredients: Plant sources bark, flowers and blossoms, fruits, leaves and twigs, resins, roots, rhizomes and bulbs, seeds and woods; animals ambergris, castoreum, civet, hyraceum, honeycomb and deer mask; other natural sources lichens and seaweed. Qualities and influences of perfume: Qualities intensity and longevity, scent and aroma; fragrance notes (top, heart and base notes) and essential oils; influence odour characteristics, variance, components, scent uniqueness, scent complexity and price. 8 UV20369

9 Outcome 2: Outcome 3: Range of perfumery products: Perfume extract or simply perfume; esprit de parfum; eau de parfum; eau de toilette; eau de cologne; splash and aftershave. Differences between types of perfumery products: Concentration; aromatic compounds; intensity and longevity; fragrance notes; price; essential oils; variance. Effective questioning techniques: Polite, friendly and respectful approach; make eye contact; effective and welcoming body language; establish good rapport; use of open, closed and probing questions; demonstrate product knowledge; active listening; establishing who product is for, type of product wanted and needed and expected benefits; establish customer suitability for products; discuss the options available; establish product specifics including budget, fragrance note, aromatic compounds, intensity and longevity; allow customer time to think about purchase. Criteria for matching perfumery products to customers needs and preferences: Patch testing; try before you buy ; free samples; testing the lightest fragrance; allow time for alcohol to evaporate and fragrance to develop according to customer s skin ph; consideration of budget; product features and benefits align with customer needs and wants; product packaging and branding. Opportunities for additional selling: Link selling including bath oil, scented soap, talcum powder, deodorant, shampoo and body lotion; promoting different products in the same range/of the same brand; promoting similar fragrances based on aroma, fragrance note and intensity; promoting fragrances in the same fragrance family; promotional offers and discounts; promoting box-sets. UV

10 Notes Use this area for making notes and drawing diagrams 10 UV20369