The European Business Review

SMELLS LIKE PATCHOULI! HOW TO INNOVATE WITHOUT CHANGING YOUR PRODUCT

France holds a unique position as the epicentre of the perfume world. This is thanks to its historical heritage that has helped build an empire of luxury and mainstream brands that proudly present the citation of Paris on their bottles. Throughout history people from all corners of Europe have turned to these perfume houses for the latest elegant fragrances, made possible by them capturing scents from flowers, wood, and spices, but most importantly, thanks to nonproduct-related innovation.

The roots of French perfumery can be traced back to Louis XIV, known also as the Sun King, who played a pivotal role in its development. Renowned for constructing the opulent Palace of Versailles, Louis XIV established what would later be

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