Luxury Institute Survey: High Net-Worth Consumers Rank Chanel, Estee Lauder and Ralph Lauren Top Women's Luxury Fragrance Brands

Market Wire, September, 2007

High net-worth consumers rated Chanel the leading women's luxury fragrance brand in the 2007 Luxury Brand Market Analysis (LBMA) survey from the independent New York-based Luxury Institute ( www.LuxuryInstitute.com ). Estee Lauder and Ralph Lauren were rated second and third, respectively.

The Luxury Brand Market Analysis is the only study of wealthy consumer awareness and buying behavior of luxury women's fragrances. Wealthy consumers mentioned Chanel (in the aggregate) as the most often recalled brand (unaided) when asked which luxury fragrance brands come to mind. It was also the highest ranking brand for market share, purchase consideration and most recent purchase.

"With the hundreds of choices wealthy consumers have for luxury fragrances, it's a tribute to Chanel that their brand remains so dominant within this coveted segment," said Milton Pedraza, CEO of the Luxury Institute. "While fragrances come and go, Chanel remains timeless and enduring, and appeals to consumers of all ages. Our impartial research is designed to provide insights to luxury purveyors and wealthy consumers, to help each make important decisions. Clearly, the consumer ratings of a brand in one category affect the brand's image in other categories. Brands that seek to become so-called 'luxury lifestyle' brands need to pay attention to their multi-category ratings."

Individual women's fragrances that respondents mentioned (unaided) were aggregated into their master brands/owners. Following are the resulting master brands with an aggregate familiarity of 2% more that were included in the analysis (in alphabetical order):

    1.      Bulgari
    2.      Burberry
    3.      Calvin Klein
    4.      Chanel
    5.      Christian Dior
    6.      Clinique
    7.      Dolce & Gabbana
    8.      Donna Karan / DKNY
    9.      Elizabeth Arden
   10.      Elizabeth Taylor
   11.      Estee Lauder
   12.      Gucci
   13.      Guerlain
   14.      Lancôme
   15.      Oscar de la Renta
   16.      Prada
   17.      Ralph Lauren
   18.      Vera Wang
   19.      Yves Saint Laurent

The proprietary Luxury Brand Market Analysis (LBMA) survey is the only measure of awareness and buying behavior of leading brands among wealthy Americans. A national sample of 1500 wealthy American consumers, with an average income of $308K and average net worth of $3.1 million, was surveyed online. Survey results are weighted to match demographic and net worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.

About the Luxury Institute

The Luxury Institute is the uniquely independent and impartial ratings, reviews and research institution that is the trusted and respected voice of the high net-worth consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices. The Luxury Institute also operates the Luxury Board ( www.luxuryboard.com ), the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to www.luxuryinstitute.com .

Contact: Martin Swanson Vice President, Business Development The Luxury Institute (office) 914-909-6350 (cell) 914-715-3357 Email Contact www.luxuryinstitute.com