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Consumer-Winning Perfumery: a Look Ahead

Posted: April 11, 2007

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Today, P&G continues to support brands with innovative fragrance ideas and excellent executions. Tide's Simple Pleasures line—which includes the variants Vanilla & Lavender, Water Lily & Jasmine, Magnolia & Orange Blossom and Rose & Violet—is bright and soft-smelling and simultaneously supports a number of product platforms. The Olay Ribbons Body Wash fragrance is a fruity, pomegranate fantasy, grapelike and floral with a sweet background, which perfectly supports the concept of body butter. Exotic fruit themes such as pomegranate are gaining popularity, earning a new description in the media (along with blueberry) as a “super fruit.”

Unilever’s All Small & Mighty super-concentrated detergents are very well-made. The attractive packaging begs to be picked up off of the shelf and the Fresh Rain and Wild & Fresh fragrances are excellent. The first is very fresh and ozonic, with apple and melon notes on a musky woody background, while the latter is an excellent green apple scent.

Colgate’s Ultra Palmolive Dishwashing Liquid with a Crisp Cucumber Melon variant has a scent that is a real juicy-green cantaloupe melon with excellent diffusion.

Meanwhile, Victoria’s Secret is all about fragrance. Most of their scents are fruity with sweet vanillic undertones, capitalizing on notes of raspberry, strawberry, passion fruit and grapefruit. Shampoo brands like Garnier and John Frieda are also using fruity notes such as melon, apple, peach and apricot to connote clean freshness and naturalness.

Fragrance Forward: Where Scent is Going