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Guest Column: The New Scent of Clean

Contact Author Lori Miller Burns, director of marketing, Arylessence
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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.

Fragrance drives consumer purchasing decisions. This fact becomes stunningly clear when shopping the aisles of a favorite grocer, superstore, drugstore or home improvement retail chain. Consumer packaged goods companies are not only tapping into the powerful connection fragrance has with consumers, but they are doing it in more exciting, more diverse, and more imaginative ways. And no wonder—fragrance is a key consumer connection that drives market share.

Almost every category in consumer packed goods today is touched by fragrance, in addition to product performance. In line with product strategies, fragrances are designed to support and enhance performance messages. Body lotions and creams must meet standards for authenticity, naturalness, innovative technology, and increasingly, sustainability—and, of course, fragrances are expected to add new dimensions for sensory pleasure. Soaps, shampoos and shower gels—literally, the start of each new day or exciting evening—must also cross sensory thresholds that never have been higher.

Of course, consumer brands such as Dove, Nivea and Olay have always struck a distinctly harmonious note, combining science, performance and fragrance in a synergistic way. But brand owners like Unilever, Beiersdorf and Procter & Gamble aren’t just focused on the alignment of product performance, consumer satisfaction and the coalescing power of fragrance in personal care.

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Creating Winning Fragrances

  • Develop ‘franchise’ fragrances you can use across your product lineup, across your brands and across your company.
  • Remember that complex, sophisticated fragrances don’t have to be expensive. Smart, talented perfumers can achieve exceptional performance, even with limited ingredient palettes.
  • Test new fragrances complete with concept name, description, colors and packaging in place. That’s how consumers make decisions. Each element is critical to the ultimate product success.
  • Look to personal care for fragrance inspiration, not fine fragrance. Personal care fragrance types easily transfer to home fragrance, household cleaners, and kitchen and laundry applications.
  • Rotate new fragrances through your product line-up to attract consumer interest and expand your line. Develop inspiring, seasonal programs. Make winners part of the line-up long term.
  • Romance the fragrance story—that’s what the fragrance truly is all about, and what consumers love to discover and experience.

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