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The Rise in Natural Functional Fragrances

Posted: October 13, 2008

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Aromatherapy product claims in the fragrance category have skyrocketed in recent years, and these introductions have already increased by 73% when comparing 2007 to the first nine months of 2008, according to Mintel GNPD. Fragrances are a natural fit for aromatherapy claims, and as consumers continue to seek more functionality from their products, launches that promise to awaken, relax and revive consumers are growing in popularity. Formulations claiming to relax frequently include lavender and vanilla, while products positioned to awaken and energize the consumer often include bold floral and citrus scents.

In the United Kingdom, Avon Make Me Smile Eau de Toilette is a new fragrance said to give the wearer an uplifting experience with mandarin, bergamot and florals. In the United States, Seven Palms SpaOasis White Tea Lavender Relax Eau de Parfum combines the notes of white tea with lavender to promote restful enjoyment all day long.

Functional Fragrances

Functional claims have recently been made by several fragrance products. These products claim to do more than simply provide the consumer an alluring scent, and an increasing number of products are citing tangible benefits that can be achieved through specially formulated fragrances. Giving products this functional positioning has done much to add value to a number of personal care sectors, but functional benefits in the fragrance category is particularly noteworthy.

In the United States, for example, Harvey Prince Ageless Fantasy claims to be the first antiaging fragrance that also promises to make users smell younger and more youthful. It is formulated with essential oils that produce feelings of well-being, including a blend of pink grapefruit, mango, antioxidant-rich pomegranate, jasmine and musk. Also in the United States, one product line promises to enhance users’ yoga and meditation practices. Aveda Chakra 5 Balancing Body Mist is a fusion of pure essential oils blended to balance the throat chakra according to ayurveda, the ancient healing art of India. Essences of organic grapefruit, rosemary and ylang-ylang are said to leave the user feeling well-balanced.