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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.
Consumers’ fragrance appreciation is driven by a natural desire and need for emotional connection, sensorial experience, pleasure, diversity and newness. The green movement is an emotional motivator for today’s consumers and expresses itself in a variety of ways related to fragrance. Natural-smelling fragrances that connote pure, clean freshness are in demand and can reinforce the green footprint of environmentally responsible products.
Whatever feelings or experiences consumers are looking for as they interact with our clients’ products, fragrance is a key criterion in creating a memorable shower experience. The goal of the fragrance is to reinforce the promise or benefit of the overall product. If the product claims to offer a relaxing/calming experience in the shower, IFF’s consumer insights allow perfumes to efficiently develop an aroma to promote relaxation and calm, a fragrance conveying a sense of well-being or even a spa atmosphere.