Basil is a long-standing scent for Mrs. Meyers Clean Day,
while Honeysuckle is new. The latter, which had been a seasonal scent,
is now part of the permanent rotation.
usage—however in either case the odor character may be appro-
priate for the product.”
But on the other hand, Costa said that while having a fresh
aldehydic floral in a laundry detergent may connote fresh and
clean, that same fragrance in a kitchen spray may“seem far too
perfume-y and not exactly appropriate…The relevance of fra-
grance characters in the context of use is very important.”
New and Nose-worthy
Still, companies are pushing those boundaries.
“In 2012 we saw robust consumer demand for increasingly
sophisticated, longer lasting and highly diffusive fragrances in
nearly every category from household cleaners to laundry to air
care. It used to be that everyone wanted traditional scents, but
now consumers want a whole experience when they’re doing
their laundry or washing their floors,” said Joe Lattarulo, senior
vice president of sales and marketing at Robertet, Oakland, NJ.
“Companies that are trend setters are the ones who take a
risk for their customers to try something new,”noted Jeena James,
marketing coordinator at Bell Fragrances.
For example, Method’s seasonal collection for Holiday 2012
featured gourmand-inspired scents like gingerbread and sugared
mint, and the company included the latter in its dish soap.
Method’s been “serious about cleaning, but irreverent in its
approach to positioning, product names and brand voice,” said
Lattarulo.“It allows the customer to enjoy himself, not only from
a olfactory standpoint, but also from an eco-friendly approach.
It demonstrates that cleaning can be fun, and not such a bore.”
Selena Wagstaff, marketing manager with UK-based CPL
Aromas, pointed to new Fresh Infusions from Palmolive as an-
other example of the growing sophistication in the mass market
household care category.