You must study contests, coupon deals, charity tie-ins, marketing strategies from the past and the present. I'm working a new hook for my perfume so I appreciate how difficult it is.You need to become the customer, night and day, until you can think like the customer and reject all hooks that are weak or misguided. If you're not exhausted from reading all this, you'll find some guidance on the "hook" subject in "Footnotes #2" to my business plan article. It will be ready for you by Friday (August 23, 2013).
But the ability to dissect and organize that information and then present it in a thorough, yet easy to understand format, is a skill set that is far less common.
The heart of any business plan, particularly a business plan for a new perfume, is the "how" -- how you are going to do what you've told yourself you are going to do.
And the heart of this "how" is how you are going to make sales.
But unless you can sell what you make it remains but an expensive hobby.
There is no better way to gain a deep appreciation for perfume that to get your hands on the raw materials and take up the challenge of creating your own scents.