Marketing professionals are always on the lookout for innovative means of delivering brand messages as the market becomes more competitive and consumers more cynical. For the press launch of the new Chloe fragrance, Research Studios created Chloe's home in the style of a typical Parisian apartment. Press and celebrity guests were able to wander between rooms on a journey to discover the character of the new perfume. "It is hard to strike a new note in an industry that is so cluttered and so competitive - with the apartment concept we actually achieved this against all the odds," said Lionel Massais of Research Studios. Market research firm Mintel recently released a report predicting that retailers will make major changes to lay-out appearance in order to attract more beauty customers. Creating a sensory experience such as the feeling a Parisian apartment is set to become the future of luxury retail The report also suggested that new methods of spraying or diffusing products in stores as a means of sampling are likely to become more popular, which could prove particularly useful to marketers of fragrance-based products. The last time the Chloe brand released a fragrance was in 2005 with the Chloe Collection. The global beauty firm Coty has owned Chloe fragrances since the acquisition of the Unilever prestige sector in July 2005. "The launch of the new fragrance is a major step for us," said Michele Scannavini, President of Coty Prestige. "This new women's fragrance reflects the values of the Chloe brand: a contemporary vision of femininity, both aspirational and universal." With Chloe in its portfolio, Coty is aiming to considerably strengthen its position on the worldwide market of luxury designer fragrance brands. The latest scent will roll-out in Europe, Canada, the USA, Australia, the Middle East and Japan in February.