This week, PLA's top innovation honor goes to Blood Concept, a new unisex fragrance line from Italy that is inspired by the four blood types: A, B, AB, and O. New in the US, the fragrance line does not contain actual blood, but does have metallic fragrance notes said to be close to the smell of blood. All four fragrances are sold in dropper bottles. Tom Vierhile, innovation insights director for Datamonitor, says: "Launching different fragrances based on blood types is certainly a new approach, and one that should prove helpful in breaking through the huge amount of clutter in the fragrance category. Despite branding that makes it sound like the fragrances are optimized for a particular blood type, the consumer is free to use whichever fragrance they desire."
Source: Product Launch Analytics, report number 770850