A fragrance brief should turn brand language into constraints a perfumer can act on and a buyer can approve. It is not a mood-board caption. The document must connect audience, occasion, sensory direction, product application, cost, markets, timing and decision process.
Commercial context
Record brand position, target customer, channel, price, destination markets, launch date and expected volume. Explain why the fragrance exists and what decision the sample must enable. Identify competing products without requesting a copy.
Olfactive direction
Describe desired impression through contrasts, references and exclusions. State opening, texture, diffusion and dry-down priorities. Separate mandatory cues from optional inspiration. Avoid relying on words such as luxurious or fresh without explaining their sensory meaning.
Technical application
Name perfume, candle, diffuser, spray or other base; target concentration or performance; pack and relevant constraints. Include target fragrance cost convention and required documentation. One compound may need adaptation and separate approval across applications.
Sample and feedback process
Request a focused number of coded directions and define evaluation substrate, intervals, panel and decision owner. State included revision rounds and how new direction work is approved. Consolidate written feedback with sample codes and elements to preserve.
Approval and rights
Define final-base validation, compliance and compatibility gates, retained sample and signed specification. Clarify formula ownership, manufacturing rights, exclusivity, confidentiality and change notification before final approval. Version the brief whenever a constraint changes.
Project checklist
- Audience, channel and price
- Sensory contrasts and exclusions
- Application and target cost
- Market documents
- Coded sample process
- Decision owner and revisions
- Rights and final approval