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Dolce & Gabbana is the most inaccurately represented fragrance

By Chris Elliott

Marketing budgets in the UK increased by 7 percent in 2014 according to the Q3 Bellwether report published by the Institute of Practitioners in Advertising. The Q4 report predicts that marketing spend will increase by 4.1 percent in 2015.

The Internet has been the focus for many with 15.1 percent of companies registering an increase in digital marketing spend in Q4 2014. Millions will be spent by brand owners controlling how their products are represented online.

Manufacturers struggle to control and manage how products are described on a retailer’s website. Inaccurate product information, out of date images, poor grammar, spelling mistakes and numerous other errors are obstacles that interrupt, and, at worse, terminate, a shopper’s path to purchase.

In addition to potentially reducing the trust the shopper has for a brand, grammatical and spelling mistakes can mean a product is not found when using a retailer’s product search functionality –  therefore greatly reducing the potential sales of that product.

Brand View has reviewed the product descriptions of fragrances in UK retailers Asda Direct, Boots, Fragrance Direct, Superdrug, Tesco Direct, and The Perfume Shop. Each description has then been scored depending on the accuracy of the brand name in the product description.


We have created the Average Brand Compliance Rating (ABCR) based on the average compliance score to a factor of 100.

Looking at the top ten brands with the most lines in the six retailers we saw that Chanel and Gucci both have a perfect 100 ABCR – all of their products scored ‘Very Good’ in each retailer reviewed.


Yves Saint Laurent and Dolce & Gabbana had the lowest ABCR of the top ten brands with 89.0 and 78.8 respectively. Yves Saint Laurent’s ABCR was brought down by 102 listings that scored ‘Good’, similarly Dolce & Gabbana had more listings rated ‘Good’ (76) than ‘Very Good’ (73).


Asda Direct, Boots, Fragrance Direct and Tesco Direct all abbreviated Yves Saint Laurent to YSL – contributing to the brand’s 102 ‘Good’ product compliance ratings.

Asda Direct, Tesco Direct and Fragrance Direct apply the abbreviation to their whole range, however Boots alternates between YSL and Yves Saint Laurent without any discernible consistency.


Abbreviating the brand name can affect where the product returns when the brand is searched for. For instance, if you searched ‘Jean Paul Gaultier’ on the Superdrug website (and move past the brand page), the products that are abbreviated to ‘JPG’ appear last in the search results – likely leading to lower sales of these products.

Dolce & Gabbana’s 76 ‘Good’ ratings are primarily due to retailers replacing the ampersand with the word ‘and’ – 75 of these instances are on the Fragrance Direct site. The 40 ‘Average’ ratings are due to the omission of spaces in the ‘Dolce & Gabbana’ brand name in some of the online range offered by Boots and The Perfume Shop.

The addition of spaces in a product name can also affect where a product returns when searched. If a shopper searches for fragrance brand ‘Montblanc’ on Tesco Direct no Montblanc products are returned because Tesco have spelt the brand as two words, ‘Mont Blanc’. The fragrance actually returns second, behind a mountain bike, which is also spelt Mont Blanc. If the brand was listed as all one word on the Tesco Direct site it would return top when searched for.

Narciso Rodriguez was the most misspelt brand; Boots were guilty of three of these errors, spelling Narciso as ‘Nariciso’, Tesco Direct misappropriated Rodriguez as ‘Rodriqu’.


Givenchy had the most ‘Very Poor’ ratings – double that of Giorgio Armani and Guerlain. Superdrug stocked two of Givenchy’s Very Irresistible range, one of which included the brand name and one that did not.


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