NPD to Begin Classifying Fragrances Using Industry Expert Michael Edwards’ Fragrance System

PORT WASHINGTON, NEW YORK, June 18, 2003 – Leading market information company The NPD Group, Inc. and international fragrance expert Michael Edwards recently entered into a licensing agreement enabling NPD to begin classifying prestige fragrances according to Edwards’ copyright-protected fragrance system.

Edwards’ system classifies each fragrance brand according to a palette of 12 fragrance families: citrus, green, water, floral, soft floral, floral oriental, soft oriental, oriental, woody oriental, mossy woods, dry woods and aromatic. NPD’s classification according to this industry-accepted palette will allow prestige fragrance manufacturers, distributors, suppliers and retailers to more compatibly determine consumer preference and the general olfactive trends.

"NPD is looking forward to working with Michael Edwards, a man who has considerable knowledge and skill in relation to the analysis and evaluation of fragrances. We welcome Michael’s system of fragrance classification and look forward to sharing this added dimension of information with our clients," said Timra Carlson, president, NPD Beauty, a division of The NPD Group.

"I am happy to share my passion and knowledge for fragrance with a company as reputable across the beauty industry as NPD," said Michael Edwards. "I am excited to be a part of it."

The 12 fragrance families serve as descriptors in identifying consumers’ likes and dislikes and give further insight into the types of scents that are selling in the U.S. prestige fragrance market.

NPD clients will be able to identify which fragrance families are gaining or losing market share, assess performance based on the 12 scent types and track competitive performance through product type.

"Since emotions play such a large part in the sense of smell, people assume there is no logic in their choice of fragrances. Yet it is likely that at least two of their favorite fragrances belong to the same family," said Edwards. "The classification by fragrance families will help fragrance manufacturers develop more targeted marketing strategies. It will help retailers answer the customer’s question ‘Why can’t someone just tell me which fragrances I am most likely to enjoy?’"

"Classification of scents using Edwards’ scent palette provides a new lens for companies to look at the market performance of their product," said Carlson.

About The NPD Group, Inc.
Since 1967 The NPD Group has provided reliable and comprehensive sales and marketing information for a wide range of industries. NPD provides critical knowledge on what is selling, where, to whom and why to help our clients make more successful, fact-based business decisions. Today more than 1,300 manufacturers and retailers rely on NPD to help them better understand their customers, product categories, distribution channels and competition in order to help guide their business and positively impact sales and revenues. Information from The NPD Group is available for the following major vertical sectors: apparel, appliances, automotive, beauty, cellular, consumer electronics, food and beverage, foodservice, footwear, home improvement, housewares, imaging, information technology, music, software, travel, toys and video games.

About NPD Beauty
NPD Beauty, the beauty-tracking division of The NPD Group is the authority on – and leading marketing information provider for – the prestige beauty industry in the United States. The BeautyTrends retail point-of-sale service tracks sales of prestige fragrances, makeup and skincare products sold in U.S. department stores. FragranceTrack is an annual attitude and usage study that tracks consumer behavior. A key component of FragranceTrack is the scent database and monthly blind scent testing that is based on responses from NPD’s consumer online panel. In addition, NPD’s partnership with Parkod Europe helps beauty retailers and manufacturers identify key market developments and trends in France.

About Michael Edwards
Michael Edwards is the author of two of the industry’s most respected references, "Perfume Legends: French Feminine Fragrances" and "Fragrances of the World." Edwards is regarded as the perfume experts’ expert. His annual "Fragrances of the World" guidebooks have become the world’s most comprehensive fragrance references. Used by such leading retailers as Bon Marché, Nordstrom, Saks Fifth Avenue and Sephora, these guidebooks help sales associates find the right fragrance for their customers. "Fragrances of the World 2003", the 19^th annual edition, classifies 3,240 prestige, niche and selected mass-market fragrances. For more information on Fragrances of the World: www.fragrancesoftheworld.com.

For more information:

Sean P. Dolan
Sean_Dolan@npd.com
516-625-2288