It’s easy to think that the best way to stay ahead in business is by watching your competitors and lowering your prices when they do. But as Karen explains in this episode, that common fear-driven reaction often backfires. Responding to competition by undercutting your value can leave you overwhelmed, undervalued, and unsure of your direction.

Karen breaks down why “cheaper” is rarely the answer, how to build a business rooted in confidence and authenticity, and what it really takes to attract the right customers, whether you’re a perfumer or creative entrepreneur.

KEY TAKEAWAYS

Don’t let fear of competition dictate your choices. Competing on price is a race to the bottom; focus on your quality and what sets you apart.

When each business focuses on its unique strengths and client experience, they can all thrive.

True customer loyalty comes from trust, quality, and connection. Not from your being the cheapest.

If you are struggling to resist the temptation to lower your prices, learn from those who have been where you are now. Seek out courses, community, or mentoring to strengthen your mindset and business skills.

BEST MOMENTS

“Please, for the love of everything, don't compete on price ever. It never works. It always falls flat.”

“Cheap perfumes aren’t true competitors to original, high-quality fragrances—each attracts a different customer and fulfils a different need in the market.”

“Fear often shows up when you are not fully sold on your own value yet. It's never about the competition.”

EPISODE RESOURCES

In Person Classes: https://www.karengilbert.co.uk/studio-classes

Bespoke Perfumery Course: https://karengilbert.info/bespoke-perfumery-masterclass

Mindset Course (included with The Artisan Perfumery Mastermind): https://www.onlineperfumeschool.com/mindset-magic-masterclass-online-course

VALUABLE RESOURCES

Getting Started Guide: https://www.karengilbert.co.uk/podcast-getting-started-guide

Artisan Perfumery Mastermind: https://www.karengilbert.co.uk/artisan-perfumery-mastermind

ABOUT THE HOST

Fragrance expert, author, teacher and speaker; Karen Gilbert runs courses in the UK and online which demystify the secretive world of perfumery in a fun and interactive way.

Karen has inspired thousands of students to explore their olfactory sense and create their own personalised fragrances.

With extensive product development experience in both the commercial perfumery and the organic skincare industry, Karen is able to offer a unique insight into creating natural and mixed media fragrances for fine fragrance, room scents and skincare/bodycare products using commercial perfumery techniques.

Karen is also a certified meditation teacher and has a passion for helping people to create daily rituals that integrate scent with other modalities to shift state and increase your sense of wellbeing.

CONTACT DETAILS

Website - https://www.karengilbert.co.uk/

Instagram - https://www.instagram.com/karengilbert/

Facebook - https://www.facebook.com/KarenGilbert.co.uk

YouTube - https://www.youtube.com/@KarenGilbertPerfumeMaking

Email - karen@karengilbert.co.uk

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Don’t Sell Yourself Short! Building a Perfume Business Without the Discount Spiral