EXODY Perfume: Innovation of Neuro-Fragrance-Based Premium Perfume Products as a Market Differentiation Strategy

The National fragrance industry has demonstrated a positive growth trend driven by increasing consumer awareness of personal care, identity expression, and demand for emotionally meaningful products. This study aims to formulate and assess the feasibility of EXODY, a national premium fragrance brand based on a neuro-fragrance concept using a limbic engineering approach. The analysis employs Design Thinking, the Lean Canvas, the Timmons Entrepreneurial Model, and SWOT analysis to develop strategic directions across marketing, operations, human resources, and financial aspects. EXODY’s product portfolio is developed as the Essentia Trilogy, consisting of Origin, Elevate, and Euphoria with differentiated fragrance concentrations. Financial feasibility is evaluated using projections for the 2026–2030 period, yielding a Net Present Value (NPV) of IDR 2,018,516,379, an Internal Rate of Return (IRR) of 49.7%, a Payback Period of approximately 2.5 years, and a Profitability Index (PI) of 3.13, based on an initial investment of IDR 949,000,000. The results indicate strong investment attractiveness and high return efficiency. Overall, the findings confirm that the EXODY business plan is financially and strategically feasible for implementation.