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The Changing Role of Fragrance in Personal Washes

Contact Author Jeb Gleason-Allured, Editor
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This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

Both men and women are increasingly concerned with skin health, physical appearance, well-being, moisturization and environmental responsibility. Fragrance plays a major role in helping to communicate these benefi ts to the consumer. Perfumer & Flavorist magazine recently spoke with IFF’s Debra Van Dyk, vice president of fragrance development, functional fragrances, to find out about the changing role of fragrance in personal wash.

P&F: What’s driving fragrance preferences in the personal wash category?

Van Dyk: Consumers tend to buy brands with which they feel an emotional connection. Fragrance is a critical factor in a consumer’s initial purchase decision, and it helps form the bond between a consumer and a brand— taking it from like to love.

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