The majority of consumers of Paco Rabanne fragrances are male aged 16-24, so I thought it would be best to find their opinion on the brand before I let myself get carried away with my disdain for it. Similarly, the rebrand I would do would be for an aftershave, not a perfume.
I posed three questions to 20 males aged between 16 and 24, below are the results.
I concluded from these results that the majority of people who have worn Paco Rabanne were actually bought it as a present, and haven't chosen to buy it themselves. This could be a reflection on their methods of advertising. I also found that a few of the people questioned now find the fragrance to remind them of being a teenager, or of other teenagers. This means that the fragrances could now be defined as that for a teenager, similar to brands like Lynx and Charlie sprays, which, as an initially fashion focused brand, they are being associated with young boys, often not a target market that a big fashion brand would want.
Another aspect that was drawn to my attention was that a surprising number of people admitted to being drawn to the brand because of the gold bottle, telling me that this should maybe be an element that I would think about keeping.
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