“QUALITY PERFUME IS WHAT IS MOST IMPORTANT TO US!”

INTERVIEW
ACHIM HICKMANN
“QUALITY PERFUME
IS WHAT IS MOST
IMPORTANT TO US!”
OBTAINER: Mr. Hickmann, EVORA has premium
tion carries weight, and we offer our clients a consultation
quality cosmetics, such as those from Dr. Nabet,
to determine what scent is right for them. Quality perfume
and in addition, high quality perfumes. EVORA sells
is what is most important to us. We save on everything else;
only „Eau de Parfums.“ What does that mean?
apart from the commission, that is :- ). We use standardized
bottles, individually printed with the name of the scent.
Achim Hickmann: There are various levels of quality among
perfumes, which are made of alcohol, perfume oil, and wa-
Perfumes are purely a matter of taste, and have to
ter. The most expensive ingredient is perfume oil: the more
suit the particular person wearing them. What does
oil used in production, the better and more expensive the
EVORA‘s product portfolio of scents and perfumes
scent.
look like? Can everyone find „their own scent“? Are
there trends, as in fashion?
Mostly Eau de Toilettes are marketed, because they are
cheaper to produce. An Eau de Toilette is generally made up
Perfumes are divided into families of scent, such as fresh, flow-
of between 4 and 8 percent perfume oil. Eau de Parfum is
ery, fruity, or oriental notes, for example. Naturally, we offer
more valuable, and generally consists of 8 to 15 percent per-
scents from all of these families, and also their sub-groupings.
fume oil. Given that most consumers are not aware of these
With over 20 different scents for women, and 15 for men, ev-
differences, they often buy what is supposedly the more
eryone can find their favorite. Real trends are seldom, and
cost-effective variety. EVORA is about quality, and so we of-
when they appear, we incorporate them immediately.
fer only Eau de Parfums, all of which are made up of 15%
perfume oil.
“EVORA IS ABOUT
QUALITY, AND SO WE
OFFER ONLY EAU DE
PARFUMS, ALL OF
WHICH ARE MADE UP
OF 15% PERFUME OIL.”
Who is responsible for the development of new perfumes and scents at EVORA? How should we imag-
You yourself have a lot of experience with perfume,
ine the process, from conception to the finished bot-
thanks to your past with LR. What makes a good per-
tled product? How do you know that a new scent is
fume and how can a person recognize quality? How
good, and that it will please the customer?
can someone find the perfect perfume for them?
In the house of EVORA, Ms. Matousek is responsible for all
Perfumers judge a perfume according to different criteria
product development. When we recognize specific trends in
as a consumer. For them, the development and harmony of
our market research, we contract the perfumers we work with
scents is very important. Consumers on the other hand want
to develop a flowery scent, for example, which should either
a perfume that pleases them. It should last long on the skin,
smell sporty, seductive, or eccentric. Then, suggestions are de-
and should not by any means have an obtrusive smell. The
veloped until we are happy with the results. The variation of
„perfect“ perfume first pleases the person wearing it, and
the scent we decide upon is ultimately then produced in large
then many, many others.
quantities and filled into bottles. Simultaneous to production, a
fitting name for the perfume is generated. In doing so, we have
Perfumes from renowned designers or stars can
been using the names of islands for women‘s scents, and city
easily cost 50 EUR, and prices above 100 EUR are
names for men‘s. How well the perfume is received among cli-
not out of the ordinary. EVORA on the other hand,
ents becomes clear in the following months.
is offering women 50 ml bottles of Eau de Parfums
for 19.50 EUR, and men 100ml for 25 EUR. How can
What portion of the
EVORA afford to offer such a quality product to its
total product portfolio
clients for so little?
does the perfume line
make up?
Many clients buy a perfume because they like the advertis-
116    OBTAINER WORLDWIDE 05/2011
ing. So a lot of money is paid out for ads. That can quickly
Our perfumes are of sig-
add up to campaigns costing 20 to 50 million, if not more.
nificant value to us, be-
Without this advertising, perfumes just cannot be sold in
cause of the ease with
traditional stores. Designs and licensing, for celebrities for
which they can be sold,
example, push prices even higher. Over 80% of the sales
particularly in compari-
price is not invested in the actual product, the scent, but in
son to products that need
its marketing. In direct marketing, a personal recommenda-
explaining.
05/2011 OBTAINER WORLDWIDE    117
A host of products can be sold over the telephone
Recently, EVORA Perfumes has released a „Star Edi-
What do the new scents mean
or Internet. As a consumer, you even take the risk
tion“. The Turkish singer CanKan has his own perfume
for the Turkish market – or
of ordering fashion without trying it on first, just by
with EVORA. Is CanKan only a marketing instrument,
for the German market, given
looking at pictures of the product. That is not the
as among other perfume vendors that hire stars for
that many of CanKan, Dogus, and
case for scents, because a consumer of perfume gen-
marketing, or is there a larger story behind this deci-
Aylince‘s countrymen live in Germa-
erally wants to know how the product smells.
sion? How did the agreement between EVORA and
ny?
CanKan develop and what is the nature of your coopThe marketing possibilities for business partners
eration?
over the Internet are equally limited in that respect.
As of yet, we are not active in Turkey, but in the long term that
will unavoidably change. At the moment, our Turkish clients
Offering an English consumer a perfume while in
CanKan learned about our business through an EVORA con-
in Germany, Austria, and BeNeLux are very happy with the
Germany is surely complicated. Is the fact that it
sultant, and he then also started up as a consultant, because he
perfumes.
really is a personal „face-to-face“ business an ad-
immediately recognized the business‘ possibilities. His favorite
vantage or disadvantage for business partners mar-
products were the Power Pearls and the EvoCell Series. In a short
Will EVORA at some point offer scents from German
keting EVORA perfumes? How can the Internet
time, he built up an organization made up of hundreds of part-
stars, or other international stars? What criteria
nonetheless be helpful in selling perfume?
ners. We chose to recognize his commitment by producing a scent
have to be met, or, how are stars chosen?
for women and one for men, which he was able to help develop.
You can of course describe a perfume with pretty words on
We are open to cooperation with German stars. For us, iden-
the internet, and clients would respond by ordering, but you
CanKan was the first member of EVORA perfumes‘ new
tifying with EVORA and its products is the prerequisite to any
would also have to count on a lot of returns in the process,
„Star Concept.“ The singer Aylince also now has her
cooperation.
because the scent does not meet a client‘s expectations. That
own perfume, and in July a scent by the Turkish musi-
is why our consultants sell perfumes only in the course of
cian and star Dogus will begin being marketed. What is
Which perfume is your personal favorite? Which one
personal meetings, during which clients can smell and try
the philosophy behind the new marketing concept? Are
do you wear?
out the perfumes.
stars‘ scents helpful to all of EVORA‘s business partners?
How should we imagine a sales presentation? Would
Because I find myself at the source, I of course use a number
of different perfumes, chosen according to my mood. Riva,
the business partner have all of the EVORA scents
What makes our star concept special is that we do not hire celeb-
Oman and the CanKan perfume Marivkan are my favorites.
with as samples, and the client can try all of the per-
rities in and sell perfumes in their name. Our stars identify with
In the women‘s line of perfumes, I especially like Masira, and
fumes out, just like in a shop?
EVORA and actively sell the perfumes themselves, along with
then Madeira and the Aylince perfume.
other EVORA products, and as consultants they are also building
That is exactly how it happens, and it works great.
up their own organizations.
Thank you very much for talking with us.
05/2011 OBTAINER WORLDWIDE    119
FRAGRANCE OF THE STARS:
CANKAN, DOGUS & AYLINCE
SMELLING LIKE THE GREAT STARS FROM THE WORLD’S STAGES WITH THE CELEBRITY FRAGRANCES
BY EVORA FOR MEN AND WOMEN
During an interview with OBTAINER, Fatih Altintas
CanKan: At first, I wanted to build a consultant organization
CanKan: I am 1,000 % satified if that was possible. How do
these products? How do you like them? Are you sell-
alias CanKan, Orhan Baltaci alias Dogus, Aylin Balci
and I did that. We only had the idea for a personal fragrance
you describe a fragrance - it simply smells good.
ing these products as well or just your own perfume?
alias Aylince tell how they were involved in creating
later.
Dogus: Yes, same here. Of course, my perfume smells better
CanKan: We started with the EVORA business before we had
than Cankan‘s.
our own perfumes. My favorites, besides the perfume, are the
the EVORA fragrances.
Dogus: It was the same for me. The focus is on building the
OBTAINER: As musicians you are stars in Turkey, Ger-
EVORA business. I consider the personal fragrance a Thank
many and many other countries. People think one hit
You from EVORA for my dedication.
is enough for retirement and still you are distribution
Power Pearls and die EvoCell skin care line.
Aylince: Mornings, mid-days and evenings. I’d love to bathe
in this perfume. It is fantastic.
partners at Evora with your own fragrances. Do stars
Aylince: It is quite crazy to have a personal perfume. It is lots
these days have to be also business men and women
of fun to sell EVORA products and to create excitement for
OBTAINER: The network marketing industry pro-
in addition to being artists? Is a pure career in music
this business in other people.
vides the opportunity to pursue this career based on
with concerts and CD sales not sufficient anymore?
Dogus: I got to know the EVORA buiness through the Power
Pearls and the EvoCell products. These are really good cosmetic products.
flexible time management. There are part-time net-
Aylince: It was the same for me, and in the meantime I became
OBTAINER: How much were you involved in the de-
workers who work three to five hours per week up
acquainted with the products by Dr. Nabet. I didn’t think that
CanKan: One never knows how long the success lasts in the mu-
velopment of the fragrances, the perfume bottles and
to full-time networkers who don’t do anything else
there are such great cosmetic products out there. With the Re-
sic business. A second leg to stand on provides lots of security.
the packaging? How did the collaboration with Evora
but networking. How much time are you putting into
vitaxin mask I looked five years younger right away, and I like
work?
operating your Evora business and how well does it
to spray on the Zen Lotion before and during my concerts.
cut across with your music career or can it even be
Dogus: There are lots of artists in Turkey who were only successful with one or two hits and then found themselves left
CanKan: I was involved in all processes starting from the fra-
empty-handed.
grance to the flacon to the packaging design. I was even allowed to choose the name “Marivkan“.
OBTAINER: How did you actually get involved in the
integrated?
OBTAINER: What are your plans and goals for 2011,
of course as musicians on one hand but on the other
CanKan: I am focusing on my music career but when I see
hand also as Evora distribution partners? What can
how much time I spend with EVORA I am asking myself what
we expect?
network marketing industry? Were you already famil-
Dogus: It was very easy. I described what I had in mind and
is really my main business. Due to our celebrity status, the
iar with the business model?
EVORA realized my wishes.
music career and the EVORA business can be joined together
CanKan: I am working on a new album right now, and after-
well.
wards I plan to fully focus on building my organization. The
CanKan: Someone I knew told me about it. After the EVORA
Aylince: I liked the way we developed the fragrance, too. EVO-
business had been explained to me in detail I was fascinated
RA had already done good work ahead of time and getting the
Dogus: Although, Fatih is the crazier networker I also use ev-
with the opportunities.
details down worked really well. Now I have my favourite per-
ery opportunity to talk about the EVORA business.
goal is the highest career level.
fume in my favourite bottle with my favourite name.
also to be able to live off of the EVORA income alone.
Aylince: During my concerts, I always get talking with my
Dogus: Fatih (Cankan) explained network marketing to me
with so much enthusiasm.
OBTAINER: Now you have your own fragrance. Do
fans. And that can quickly go into the direction of additional
Aylince: For me, fun is most important. I want to create ex-
the perfumes correspond with your character, your
income and fragrance.
citement in people with my music and with the EVORA busi-
OBTAINER: How did you learn about Evora and where
essence? Are you satisfied with the final products and
did the idea come from to launch a personal fragrance
can you identify with them 100%? Please describe the
OBTAINER: In addition to perfume, Evora also offers
to the market?
character and specifics of your fragrance!
cosmetics and skin care products. Did you already try
120    OBTAINER WORLDWIDE 05/2011
Dogus: I am focusing on the music right now. The goal has
ness.
OBTAINER: Thank you very much for this interview.
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