Once only used for malodor prevention, the function of the air care economy (with candles, reed diffusers, air fresheners, plug-ins, sprays, home and commercial scenting sitting under its umbrella) has now shifted to encompass consumers' demand for mood modification, performance enhancement and creativity boosting products. At the heart of this demand is an expectation for ambient odor profiles which accentuate a target headspace or atmosphere and pull on emotion-heavy scent memories and associations that tap into the experience economy and offer as soulful and moving an impression as possible. These profiles are meant to synchronize with complementary sensory inputs present in the space – whether that be a luxury hotel full of dark velvets, a bright white Florida beach house or a theme park water ride.
This interview tackles the future of the air care industry with Kristyne Chaparro, marketing manager at French fragrance house Sozio.
Eddie Bulliqi [EB]: Do you feel that you can take more risks and be more daring when developing the odor profile of an ambient scent than a fine fragrance?
Kristyne Chaparro [KC]: Scent has a stronger link to memory and emotion than any of the other senses. The memories that come flooding back to us when we get a whiff of freshly cut grass or the beach are just an impulsive side effect of our natural response. Whether traditional scents like Yankee Candle’s “Beach Walk” or more unusual, bold ones like Bath & Body Works’ “Rome Pizzeria,” these scents are more easily accepted in an ambient scent over a fine fragrance. The allure of candles and their scents is the ability to conjure a mood and ambience within a setting. They also aid in reminding us of past moments that we cherish like the “Christmas Cookies” (Yankee Candle) our loved ones used to make or the “Pumpkin Patch” (Homesick Candles) we used to visit when we were young.