The use of indigenous cultural attributes to obtain premiums in international perfume markets

Abstract

Taramea is a plant species native to Aotearoa New Zealand and a taonga of Ngai Tahu. Traditionally it was harvested and processed by Ngai Tahu to produce a prized perfume known as the 'fragrance of chiefs' that was extensively gifted and traded. The purpose of this report is to explore potential international markets for taramea, and more particularly identify markets that would be willing to pay the most for the unique story, and distinctive cultural attributes, that taramea carries. Section one of the report provides a thorough overview of the history and background of taramea, from its distinctive ecology and role in traditional Ngai Tahu culture, through to its contemporary use in the production of a commercial fragrance. Section two explores international market trends, and in particular the development of fragrances with indigenous stories and provenance. Section three explores the credence attributes that constitute the 'brand story' of taramea, and via results from a market survey, the extent to which international consumers in New York, London, and San Francisco value these attributes.