This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.
New product activity in the women’s fragrances category has slowed in recent years, with Mintel’s Global New Products Database (GNPD) reporting that between 2005 and 2008, global introductions in the category decreased by nearly 10%. Despite this slowdown in launch activity, innovation persists, as manufacturers continue experimenting with intriguing fragrances, innovative formulations and functional positioning. Perhaps the most pervasive trend across the fragrance category has been that of more natural, organic and eco-friendly formulations. In fact, GNPD reports that despite the decline in introduction volume, women’s fragrances making claims relating to product naturalness increased more than 600% globally between 2005 and 2008.
“Free from” Formulations
To help products stand out in the increasingly crowded natural fragrances marketplace, more manufacturers are positioning products around both the natural ingredients they contain as well as the unnatural components that have been eliminated from the formulations. According to GNPD, some of the most popular “free from” positioning claims appearing on the market for the first six months of 2009 include “no additives/preservatives,” “alcohol-free” and “paraben-free.”
In the United States, for example, Pacifica Lotus Garden Solid Perfume is a blend of citrus, herbs, lotus blossom, cassis, green violet leaf and pink pepper. The product is free from parabens, sulfates, synthetic fragrance materials, synthetic dyes, phthalates and genetically modified ingredients. It has been formulated with natural essential oils and organic soy and coconut waxes. It is 100% vegan and has not been tested on animals.