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How to Start a Private Label Perfume Brand in 2026: A Complete Guide
How to Start a Private Label Perfume Brand in 2026: A Complete Guide
Launching a perfume brand is no longer limited to companies that own laboratories, filling lines or large manufacturing facilities. With the right private label perfume manufacturing model, entrepreneurs, retailers, beauty brands and distributors can develop a professional fragrance collection while working with an experienced manufacturing partner.
However, creating a successful perfume brand involves much more than selecting an attractive fragrance and placing a logo on a bottle.
Before production begins, brands need to make several important commercial decisions: Who is the target customer? What should the retail price be? How much can the finished product cost? What is a realistic MOQ? Which bottle and packaging options fit the positioning? And can the same production model scale when sales increase?
These decisions influence fragrance development, packaging, production costs, inventory requirements and ultimately the profitability of the entire project.
A well-planned private label perfume project therefore starts with the business model, not the bottle.
In this guide, we explain the complete process of launching a private label perfume brand in 2026 — from market positioning and target product cost to fragrance development, packaging, MOQ, manufacturing, compliance and commercial launch.
Quick Answer: How Do You Start a Private Label Perfume Brand?
To start a private label perfume brand, first define your target market, customer and retail price. Then establish a target product cost, select or develop the fragrance, choose compatible bottles and packaging, confirm the MOQ and regulatory requirements, approve production samples and proceed to commercial manufacturing.
Working with an experienced manufacturer allows the brand to focus on branding, distribution and sales while the manufacturer manages the technical production process.
Define the Business Before You Develop the Perfume
The first step in launching a perfume brand is not choosing the fragrance. It is defining the commercial model behind the product.
A fragrance designed to retail for €30 cannot be developed with the same cost structure, packaging specifications and production strategy as a niche perfume intended to retail for €150.
Before requesting samples from a manufacturer, define five fundamental elements:
Target Customer: Who will buy the fragrance?
Target Market: Where will it be sold — Europe, the UK, the Middle East, North America or another market?
Retail Positioning: Is the product mass-market, accessible premium, luxury or niche?
Sales Channel: Will it be sold through e-commerce, distributors, retailers, department stores, hotels or marketplaces?
Initial Collection: Will the launch contain one signature fragrance or several SKUs?
These decisions establish the commercial boundaries for everything that follows.
For example, launching five fragrances instead of one does not simply mean selecting five scents. It can affect fragrance batches, labels, cartons, bottle decoration, inventory requirements and minimum order quantities.
A strong product brief therefore connects brand positioning with manufacturing reality before money is committed to packaging or production.
Brands planning international production should also evaluate the capabilities, customization options and scalability offered by their private label perfume manufacturer in Turkey before committing to a production model.
Calculate Your Target Product Cost Before Choosing Packaging
One of the most important decisions when starting a private label perfume brand is determining how much the finished product can realistically cost.
Many new brands begin by selecting an expensive bottle, cap and presentation box before calculating whether the complete product will support their intended retail price. This can create problems later, when packaging costs, fragrance concentration, decoration, filling and minimum order quantities are calculated together.
A better approach is to work backwards from the intended retail position.
For example, a brand should consider its expected retail price, distributor or retailer margins, logistics costs, marketing expenses, taxes and desired profit margin before establishing a target manufacturing cost per unit.
This target then becomes a practical framework for product development.
What Determines the Cost of a Private Label Perfume?
The final unit cost of a perfume is not determined by the fragrance alone. Several components contribute to the finished product cost:
- Fragrance formula and concentration — The fragrance composition and concentration level can significantly influence material costs.
- Bottle and capacity — Standard bottles are generally more economical than fully custom-developed glass.
- Pump, collar and cap — These components can vary considerably in price depending on material, finish and design.
- Bottle decoration — Printing, coating, screen printing, hot stamping and other finishing techniques add both cost and production requirements.
- Labels and cartons — Paper quality, printing technique, finishes and box construction influence packaging costs.
- Filling and assembly — Production, filling, crimping, labeling, packing and quality-control operations form part of the manufacturing process.
- Order quantity — Production volume can affect component purchasing, setup costs and overall unit economics.
This is why comparing manufacturers solely on a single “price per bottle” figure can be misleading. A quotation should be evaluated according to the complete product specification and what is actually included in the unit price.
MOQ Is More Than a Production Number
Minimum order quantity, or MOQ, is another factor that should be considered early in the project.
A perfume may contain several independently sourced components: fragrance, bottle, pump, cap, label and carton. Each component can have its own supplier minimum, which means the practical MOQ of a project may be influenced by packaging and decoration requirements as much as by the perfume filling process itself.
For a new brand, the lowest possible MOQ is therefore not always the most economical option.
The objective should be to find a production quantity that balances initial investment, unit cost and realistic sales expectations.
Starting with commercially manageable quantities can also allow a brand to test customer response before expanding the collection or investing in more customized packaging.
Build for Scalability, Not Only for the First Order
The first production order is important, but brands should also consider what happens if the product succeeds.
Can the same bottle be sourced again? Can production volume increase? Are the packaging components suitable for larger orders? Will the design remain commercially viable when distributors request higher quantities?
Making these decisions during product development can reduce the need for expensive redesigns later.
A well-structured private label perfume project therefore aims for more than an attractive first production run. It creates a product system that can be reordered, scaled and adapted as the brand grows.
Once the commercial framework is established, the next stage is transforming the brand concept into a fragrance profile that can be consistently reproduced at production scale.
Develop a Fragrance That Fits the Brand — Not Just Personal Tastes nec ullamcorper mattis, pulvinar dapibus leo.
Fragrance development is often the most exciting stage of creating a perfume brand, but it is also one of the easiest places to make decisions based purely on personal preference.
A founder may love a particular fragrance profile, but a commercially successful perfume must also fit the target customer, price positioning, market and overall identity of the brand.
Instead of beginning with “What fragrance do I like?”, a stronger product brief asks:
- Who is expected to wear this fragrance?
- In which market will it primarily be sold?
- Is the desired character fresh, floral, woody, amber, gourmand, musky or another olfactory direction?
- Should the fragrance feel accessible and versatile or distinctive and niche?
- What type of performance and scent character does the target customer expect?
- Will the collection contain one signature scent or several complementary fragrances?
These answers give the manufacturer a much clearer direction for fragrance selection and development.
Custom Fragrance Development or Existing Fragrance Options?
Private label perfume projects can follow different development routes depending on the brand concept, budget, quantities and desired level of customization.
A brand may select from an existing fragrance portfolio and customize the final product through its packaging and positioning, or it may work toward a more distinctive fragrance profile based on a specific olfactory brief.
Neither approach is automatically better.
For a new brand testing its first collection, selecting from established fragrance options can simplify development and shorten the route to production. Brands seeking stronger differentiation may prefer a more customized fragrance development process.
The appropriate route should therefore be determined by the commercial strategy of the brand, rather than customization for its own sake.
Define the Fragrance Brief Clearly
A useful fragrance brief should communicate more than a list of preferred notes.
For example, simply requesting “vanilla, jasmine and musk” does not fully describe how the finished fragrance should smell.
The brief should also communicate the intended character and positioning of the perfume.
A brand might instead request:
A warm, sophisticated unisex fragrance with a soft vanilla character, restrained sweetness, a clean woody base and an elegant rather than gourmand positioning.
This gives the development team significantly more information than a simple ingredient or note list.
References to mood, customer profile, seasonality, intensity and market positioning can all help translate the brand concept into a clearer olfactory direction.
Test the Fragrance as a Customer, Not Only as a Founder
Samples should be evaluated in conditions that resemble actual consumer use.
A fragrance develops over time, and the initial impression immediately after spraying does not represent the complete wearing experience.
Brands should evaluate characteristics such as:
- The opening impression
- Development of the heart
- Dry-down character
- Overall balance
- Perceived intensity
- Compatibility with the intended customer profile
- Consistency with the brand's price positioning
It is also useful to collect structured feedback from a small group that resembles the intended customer rather than relying entirely on friends, employees or the founder's personal preferences.
The objective is not to create a fragrance that everyone likes.
The objective is to create a fragrance that the intended customer understands, remembers and wants to wear again.
Move From Approved Samples to Commercial Perfume Manufacturing
An approved fragrance sample and an attractive packaging concept do not yet constitute a finished commercial product.
The next stage is converting those approved specifications into a repeatable manufacturing process capable of producing consistent results across the entire production batch.
This transition is particularly important in perfume manufacturing. A brand is not purchasing a single sample; it is approving a specification that should be reproduced consistently across hundreds or thousands of finished units — and again when the product is reordered.
For this reason, commercial production should begin only after the critical product specifications have been clearly defined and approved.
Working with an experienced private label perfume manufacturer in Turkey can simplify fragrance development, packaging, filling and commercial production within a single manufacturing process.
Establish a Final Product Specification
Before production begins, the manufacturer and brand should have a clear understanding of what constitutes the approved finished product.
Depending on the project, the final specification may include:
- Fragrance formula or approved fragrance reference
- Fragrance concentration
- Bottle type and capacity
- Filling volume
- Pump and collar specification
- Cap specification
- Bottle decoration
- Label artwork and positioning
- Carton specification
- Batch coding requirements
- Packing configuration
This creates a reference point for purchasing, production, assembly and quality control.
Late changes after components have been ordered can create additional costs, delays or compatibility problems. For that reason, brands should treat final approval as a genuine production milestone, rather than another stage of experimentation.
Understand the Commercial Manufacturing Workflow
Although production methods vary according to the product and facility, a private label perfume project typically moves through several controlled stages.
A simplified workflow may include:
1. Raw Material Preparation
Required fragrance and formulation materials are prepared according to the approved product specification.
2. Batch Preparation
The perfume batch is produced according to the defined formulation and manufacturing procedure.
3. Filling
The finished perfume is filled into the approved bottles at the specified volume.
4. Pump Assembly and Crimping
Spray components are fitted according to the selected packaging system.
5. Labeling or Decoration
Labels and other decorative components are applied according to the approved artwork and positioning.
6. Final Assembly
Caps, cartons and other packaging components are assembled into the finished retail product.
7. Quality Control
Finished units are checked against defined product and packaging criteria.
8. Packing for Shipment
Approved products are packed into suitable shipping cartons for storage or dispatch.
For brands, understanding this workflow is useful because every late change can affect more than one production stage.
Changing a cap, for example, may appear to be a simple visual decision but can affect component sourcing, assembly and production scheduling.
Quality Control Should Cover More Than the Fragrance
Perfume quality control should not focus solely on whether the fragrance smells correct.
The finished retail product is a combination of formula, filling and packaging, which means quality checks may also need to consider the physical presentation and functionality of the product.
Depending on the product specification and manufacturing process, checks may include:
- Visual appearance of the finished product
- Filling consistency
- Bottle condition
- Pump and spray functionality
- Cap fit and alignment
- Label positioning
- Decoration quality
- Carton condition
- Batch identification
- Finished-product consistency
The objective is straightforward: the customer should receive a product that reflects the approved brand standard, not simply a bottle containing the correct fragrance.
Regulatory Requirements Should Be Considered Before Production
Compliance should not be treated as something to investigate after thousands of units have already been manufactured.
The applicable requirements depend on factors including the product classification, formulation and destination market.
Brands planning to sell internationally should therefore identify the intended markets early and discuss documentation and compliance requirements with their manufacturing and regulatory partners before commercial production.
Depending on the project and destination, this may involve areas such as product information, ingredient documentation, labeling requirements, safety documentation, responsible-party obligations and market-specific notifications or registrations.
The key principle is simple:
The destination market should influence product development before production — not after it.
This becomes particularly important when the same fragrance collection is intended for distribution across multiple countries.
Traceability Matters When the Brand Begins to Scale
As order quantities increase, production traceability becomes increasingly important.
A structured manufacturing system should allow finished products to be associated with relevant production and batch information.
This supports quality management and makes it easier to investigate issues if a question arises after products have entered the market.
For a growing perfume brand, traceability is therefore not merely an operational detail. It forms part of building a repeatable and scalable supply chain.
Evaluate a Manufacturer as a Long-Term Production Partner
Price is important, but the lowest quotation does not automatically represent the lowest commercial risk.
When evaluating a manufacturing partner, brands should also consider:
- Production capabilities
- Quality-control procedures
- Packaging and customization capabilities
- Communication
- Documentation support
- MOQ flexibility
- Production scalability
- Export experience
- Ability to support repeat orders
This distinction becomes increasingly important as a perfume business grows.
A supplier may be able to manufacture the first 500 or 1,000 units. The more important question is whether the manufacturing system can continue supporting the brand when demand expands across products, markets and distribution channels.
For companies evaluating private label perfume manufacturing, the objective should therefore be to find a manufacturing structure capable of supporting both the initial launch and future commercial growth.
Think in Collections, Not Isolated Fragrances
If the brand plans to launch several perfumes, each fragrance should have its own identity while still feeling like part of the same collection.
For example, a three-fragrance launch could intentionally cover different olfactory territories:
Fresh / Clean — suitable for customers seeking a lighter everyday profile.
Floral / Elegant — positioned around a more refined and sophisticated character.
Woody / Amber — providing a warmer and deeper alternative.
This creates meaningful choice without filling the collection with fragrances that compete with one another.
A coherent collection can also simplify branding, packaging and future product development because each new fragrance has a defined role within the portfolio.
Approve the Fragrance Before Final Packaging Decisions
Fragrance and packaging development can progress in parallel, but major packaging commitments should ideally not be finalized before the core product specification is sufficiently clear.
Bottle size, perfume concentration, filling requirements and positioning can influence the final cost structure established in Step 2.
The approved fragrance also needs to be suitable for consistent commercial production, rather than existing only as an attractive laboratory sample.
This is an important distinction in private label manufacturing: the goal is not simply to develop a fragrance once, but to establish a product that can be manufactured consistently when the brand needs to reorder.
Once the fragrance direction is approved, the next challenge is choosing a bottle and packaging system that supports the brand without destroying its target unit economics.
Choose Perfume Packaging Without Letting Packaging Control the Project
Perfume packaging is one of the strongest visual signals of a fragrance brand. Before a customer experiences the scent, the bottle, cap, label and box have already communicated a message about the product.
For this reason, new brands often spend a significant amount of time searching for the perfect bottle.
However, packaging should support the business model established in the earlier stages — not dictate it.
An impressive bottle that pushes the finished product beyond its target cost, requires an unrealistic MOQ or cannot be reliably reordered can quickly become a commercial problem.
The objective is to create a packaging system that balances brand identity, functionality, cost, production compatibility and scalability.
Stock Bottle or Custom Perfume Bottle?
One of the first decisions is whether to use an existing bottle design or develop a fully customized bottle.
Stock perfume bottles can provide several advantages for emerging brands. They generally require less initial investment, can offer greater flexibility in order quantities and may shorten development timelines.
A standard bottle does not necessarily mean a generic-looking product. Decoration, labeling, cap selection, color, coating and secondary packaging can significantly change how the final perfume is perceived.
A custom-developed bottle, on the other hand, can create stronger visual differentiation. However, custom glass development may involve tooling, technical development, larger production commitments and longer lead times.
For a first collection, the right question is therefore not:
“Which bottle looks the most luxurious?”
It is:
“Which packaging system gives the brand the right appearance while remaining commercially sustainable?”
Treat the Bottle, Pump and Cap as One System
A perfume bottle should never be evaluated in isolation.
The bottle neck, spray pump, collar and cap must function as a compatible system. Small differences in dimensions or component specifications can affect assembly, appearance and product performance.
Before mass production, manufacturers should verify the compatibility of the selected components and the intended filling and assembly process.
Brands should therefore consider:
- Bottle neck specification
- Pump compatibility
- Spray performance
- Collar or crimping requirements
- Cap fit
- Component dimensions
- Filling-line compatibility
- Leakage resistance
- Transportation stability
This technical side of packaging is less visible than graphic design, but it can have a much greater impact on production reliability.
Use Decoration to Create a Distinctive Brand Identity
A brand does not always need a custom bottle mold to create recognizable perfume packaging.
Depending on the project, differentiation can be achieved through techniques such as:
- Screen printing
- Hot stamping
- Bottle coating
- Frosted finishes
- Metallization
- Labels
- UV printing
- Customized caps
- Decorative collars
- Printed cartons
The appropriate decoration method depends on the visual concept, production volume, component material and target product cost.
This is where the cost framework established in Step 2 becomes particularly useful.
Instead of adding every available premium finish, brands can invest in the elements that create the greatest visual impact for their positioning.
Do Not Design the Box Only for the Shelf
Secondary packaging has two jobs.
It must communicate the brand effectively, but it must also protect the perfume during storage, handling and transportation.
A beautifully designed carton that performs poorly during international shipping can create damaged inventory, customer complaints and additional logistics costs.
When developing the box, consider:
Structural strength — Can it protect the bottle during normal handling?
Internal fit — Does the bottle move excessively inside the packaging?
Print quality — Does the finish support the intended market positioning?
Product information — Is sufficient space available for the required product and regulatory information?
Shipping efficiency — Does the packaging create unnecessary volume or weight?
For brands planning international distribution, packaging efficiency becomes increasingly important as order volumes grow.
Packaging MOQ Can Determine the Real Project MOQ
A common misconception is that the manufacturer's filling MOQ automatically determines the minimum quantity of the complete perfume project.
In reality, individual packaging components may have their own minimum order requirements.
For example, a project may involve separate minimum quantities for:
Bottle → Pump → Cap → Decoration → Label → Carton
If one customized component requires a significantly larger production quantity, that component may effectively determine the commercial MOQ of the project.
This is why brands should request information about component-level MOQs before approving the final packaging design.
It also explains why standardized components combined with selective customization can be particularly effective for new brands.
Design the Packaging for the Second Order, Not Only the First
A successful first production run should lead to another order.
Before approving packaging, ask:
- Can the same bottle be sourced again?
- Are the cap and pump based on stable specifications?
- Can the decoration be reproduced consistently?
- What happens if production volume doubles?
- Can additional fragrances use the same packaging architecture?
- Will replacement components remain commercially available?
This creates a packaging platform rather than a one-time design.
For example, one bottle architecture could support an entire fragrance collection while different label colors, carton designs, finishes or caps distinguish individual scents.
This approach can strengthen visual consistency while simplifying sourcing and future production.
Ultimately, successful perfume packaging is not simply the most expensive or visually complex option.
It is packaging that looks appropriate for the brand, protects the product, works with the manufacturing process and remains viable as the business scales.
Once the fragrance and packaging system are aligned, the project can move from product development into one of its most critical stages: manufacturing, quality control and regulatory readiness.
Evaluate a Manufacturer as a Long-Term Production Partner
Price is important, but the lowest quotation does not automatically represent the lowest commercial risk.
When evaluating a manufacturing partner, brands should also consider:
- Production capabilities
- Quality-control procedures
- Packaging and customization capabilities
- Communication
- Documentation support
- MOQ flexibility
- Production scalability
- Export experience
- Ability to support repeat orders
This distinction becomes increasingly important as a perfume business grows.
A supplier may be able to manufacture the first 500 or 1,000 units. The more important question is whether the manufacturing system can continue supporting the brand when demand expands across products, markets and distribution channels.
For companies evaluating private label perfume manufacturing, the objective should therefore be to find a manufacturing structure capable of supporting both the initial launch and future commercial growth.
Once the product is technically ready for commercial production, the focus shifts from manufacturing the perfume to preparing the brand for a successful market launch.
Prepare Your Perfume Brand for Commercial Launch
Completing production is an important milestone, but manufacturing the perfume is not the same as successfully launching the brand.
Before finished products reach customers, the business needs a clear strategy for pricing, distribution, product presentation, inventory and future reorders.
The strongest private label perfume projects therefore prepare their commercial launch while production is still being completed.
This reduces the gap between receiving finished inventory and generating the first meaningful sales.
Finalize Your Retail and Wholesale Pricing
The target product cost established earlier in the development process should now be converted into a complete pricing structure.
Brands should consider more than the manufacturing cost of the perfume. Depending on the business model, the final economics may also include:
- International or domestic freight
- Warehousing and fulfillment
- Marketplace or payment fees
- Marketing and customer acquisition
- Distributor margins
- Retailer margins
- Promotional discounts
- Taxes and duties where applicable
- Samples and testers
- Returns and damaged inventory
A product can appear profitable when comparing manufacturing cost with retail price while becoming significantly less attractive after these additional costs are included.
This becomes particularly important for brands planning to sell through both direct-to-consumer and wholesale channels.
The pricing structure should leave enough room for the business to grow without requiring the perfume to be repositioned immediately after launch.
Build the Sales Assets Before the Inventory Arrives
Do not wait until finished products are delivered before creating the materials needed to sell them.
Product photography, website content and commercial presentations can often be prepared while production is underway.
Depending on the sales model, useful launch assets may include:
- Product photography
- Lifestyle imagery
- Product descriptions
- Fragrance note descriptions
- E-commerce product pages
- Social media content
- Wholesale price lists
- B2B product presentations
- Distributor catalogues
- Product specification sheets
For fragrance products in particular, visual presentation is important because online customers cannot smell the perfume before purchasing it.
The brand must therefore communicate the character, positioning and experience of the fragrance through words and imagery.
Plan Samples and Testers as Part of the Sales Strategy
Fragrance is an experiential product.
For this reason, samples and testers can play an important role in customer acquisition, wholesale presentations and distributor discussions.
A brand may use samples for several purposes:
E-commerce — allowing customers to experience fragrances before committing to a full-size bottle.
Retail — providing testers at physical points of sale.
Wholesale — sending fragrance samples to prospective retailers or distributors.
PR and Influencer Marketing — introducing the collection to selected media, creators or industry contacts.
Samples should therefore be considered during commercial planning rather than treated as an afterthought once production is complete.
Choose Sales Channels That Match the Brand Positioning
Not every perfume brand needs to launch through every available sales channel.
A premium niche fragrance may benefit from controlled distribution through selected retailers and direct e-commerce, while a more accessible collection may be suitable for marketplaces, larger retail networks or distributors.
Common channels include:
- Direct-to-consumer e-commerce
- Marketplaces
- Perfumeries and beauty retailers
- Concept stores
- Department stores
- Hotels and hospitality
- Distributors
- International wholesalers
- Corporate and gifting channels
The appropriate channel depends on the brand's positioning, pricing and ability to supply inventory consistently.
Trying to enter too many channels at once can create unnecessary operational complexity during the first launch.
Do Not Treat the First Production Order as the Final Inventory Plan
One of the most important decisions after launch is determining when to reorder.
Waiting until inventory is almost exhausted can create stock-outs if packaging components or production schedules require longer lead times than expected.
Brands should monitor:
- Sales velocity
- Inventory by fragrance
- Tester and sample consumption
- Packaging stock
- Production lead times
- Component lead times
- Seasonal demand
- Distributor or retailer forecasts
This information can be used to establish a practical reorder point.
For example, if a product requires several weeks for component sourcing and manufacturing, the next order may need to be placed well before the remaining stock approaches zero.
Start Your Private Label Perfume Project
Building a successful private label perfume brand requires more than choosing a fragrance and designing a bottle. The strongest projects bring together clear positioning, realistic product economics, fragrance development, scalable packaging, reliable manufacturing and a well-planned commercial launch.
Royal Mum supports brands, retailers and distributors with private label perfume manufacturing in Turkey, from fragrance and packaging development to filling, production and finished product preparation.
Whether you are preparing your first fragrance collection or expanding an existing brand, our team can help you develop a production model tailored to your market, positioning and project requirements.
Ready to develop your perfume collection? Contact Royal Mum to discuss your private label perfume project.
Use the First Launch as Commercial Data
A first collection does not need to answer every future product question.
It should generate information.
After launch, brands can evaluate:
Which fragrance sells fastest?
This may indicate where future inventory should be concentrated.
Which fragrance generates repeat purchases?
Initial popularity and long-term customer retention are not always the same.
Which sales channel performs best?
The strongest channel may influence future packaging, pricing and production quantities.
What feedback appears repeatedly?
Customer and retailer feedback can reveal opportunities for future products.
Which SKUs move slowly?
Weak products should not automatically receive the same reorder quantity as best sellers.
This creates a feedback loop:
Launch → Measure → Learn → Reorder → Scale
The objective is to allow real commercial data to influence the second production order rather than simply repeating the first one.
Build a Perfume Brand That Can Scale
A successful private label perfume launch should create the foundation for future growth.
That may eventually include additional fragrances, different bottle sizes, discovery sets, complementary home fragrance products or expansion into new international markets.
However, expansion should follow demonstrated demand.
A focused collection with reliable manufacturing, consistent product quality and healthy unit economics can provide a stronger foundation than a large catalogue launched without sufficient commercial validation.
Ultimately, starting a private label perfume brand is not simply about bringing a fragrance to market.
It is about creating a repeatable business system in which product development, manufacturing, branding, distribution and inventory planning can continue working together as sales grow.
With the six core stages complete, the next step is avoiding the common mistakes that can increase costs, delay production or weaken a new perfume brand before it reaches the market.
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