BELLAVITA, a fragrance brand, has recently undertaken a social experiment delving into the impact of price perception on consumer behavior. Their goal was to demonstrate that affordability can coexist with quality and luxury.
Bellavita extended an exclusive invitation to Gurugram’s foremost socialites and lifestyle influencers for the grand unveiling of a new luxury fragrance brand, FRAGO Italia. The event was accompanied by a lavish spread of wine and cheese, allowing the guests to immerse themselves in the scents from the upcoming FRAGO Italia collection. However, what transpired next was nothing short of a surprising twist.
In a surprising revelation, Bellavita exposed the truth: every single fragrance from FRAGO Italia was, in fact, a BELLAVITA perfume discreetly packaged under the FRAGO Italia label, but with a price tag inflated to ten times the actual cost of BELLAVITA’s own scents. The guests were left in disbelief when they discovered that the fragrances they had acquired for a considerable sum had an actual retail price of just INR 599. This discovery stood in stark contrast to the hefty sums, exceeding INR 5,000, that they had initially paid. This revelation challenged their preconceived notions of luxury and affordability in the most unexpected way.
Those guests who had made purchases not only had their money refunded but were also generously gifted the products as a gesture of gratitude from BELLAVITA. Their responses spanned the spectrum from utter disbelief to profound astonishment as they came to grips with the fact that they had unwittingly taken part in an experiment that underscored the influential role of branding and perception.
Commenting on the innovative experiment, Ashutosh Taparia & Lovkesh Kapoor from Ananta Capital, the sole investors & strategic partners of BELLAVITA, expressed their thoughts, “This experiment serves as a thought-provoking exploration of how people perceive luxury and how branding and positioning can influence consumer choices, We at Ananta Capital are absolutely pleased to see how BELLAVITA has disrupted the Indian fragrance market and has become the largest perfume brand in the country.”
Sharing his thoughts on the experiment, Aakash Anand, Founder, BELLAVITA said, “the aim was twofold: to investigate the true essence of luxury by studying how branding alone can transform an everyday product into a perceived luxury item, leading consumers to pay a premium cost. Additionally, the experiment aimed to demonstrate that luxury and quality can be accessible at an affordable price. The results were eye-opening, as BELLAVITA successfully positioned its fragrances at a price ten times their actual value while still achieving remarkable sales.”
