Marc Rosen, Xavier Vasiere, Karen Young,
Nicholas Ratut and Cosimo Policastro.

Future Focus: The Flanker Phenomenon

Flankers and their intrinsic value to brands were the topics at the Luxe Pack Monaco seminar moderated by Marc Rosen, President of Marc Rosen Associates, on November 3, 2005. Cited below are comments from Mr. Rosen and the panelists.

Karen Young, CEO of The Young Group, closed the seminar with the observation that "flankeritis" appears to be a fact of life in the fragrance industry. However, we must find new, creative ways to reach the consumer. We need to communicate in a multi-sensorial way that speaks to everyone on many levels. The message needs to reach people above the clutter, connect directly and transport them somewhere else. Our sense of smell is the strongest and most primal of the senses. We are not taking advantage of this power."

• Luxe Pack Monaco • 2005