HouseHold Product Perfumery
Downy Infusions, explained Phillips, were developed to create a luxurious feeling in consumers as they do their laundry.
With unique fragrance combinations such as creamy jasmine, lily
of the valley and sweet rose, P&G researchers have transformed
what were once simple scents and made them more appealing
As a result, consumers can choose from fragrance variants like
Honey Flower, Orchid Allure and Lavender Serenity. In all, there
are six Downy Infusion scents and consumers can mix and match
them to expand their fragrance experience, explained Phillips.
“There’s an ongoing evolution in fragrances and what’s
popular,” explained Kevin Kuchinski, VP-fabric care, Church &
Dwight, who noted that C&D experts often look at other sectors, such as fine fragrance, personal care and fashion, for new
“But it has to deliver freshness, a signal of clean. You can’t deviate too far from that,” added Bruce Tetreault, director, Arm &
Still, by stretching beyond traditional household fragrance
boundaries, C&D researchers have identified two key trends that
impact how they scent laundry care products. One, consumers
are constantly on the look out for experiences these days—even
in the household cleaning aisles of their local supermarkets.
That’s why Church & Dwight teamed up with the National Park
Foundation (NPF) to introduce fragrances such as Purifying
Waters, which was inspired by Glacier Bay National Park, under
its new Arm & Hammer Clean Sensation. Through its link with
NPF, a portion of sales from the products will support US national parks.
Another trend is the use of fruity florals in laundry detergent,
which according to Kuchinski, helps consumers recall simpler
times. Church & Dwight introduced Xtra Warm Vanilla Comfort
liquid detergent, which balances vanilla, sandalwood and amber
with fresh floral.
Sandalwood and amber notes in a laundry detergent? Sounds
more like something you’d find at Bath & Body Works (B&BW),
which is exactly the point, explained Kuchinski.
• What smells inspire happiness in US consumers? According to
sc Johnson, the smell of baking bread tops the list at 72%, but it was
followed closely by laundered clothes at 70%! other fragrances that
evoke the strongest sense of happiness include:
• Briny smell of seashore (66%);
• fresh natural smell of the ground after a
spring rain (65%);
• tang of a fresh-cut orange (63%);
• sweet Bouquet of apple cinnamon (62%);
• warm scent of vanilla (60%); and
• decadent smell of chocolate (59%).
With those results in mind, what company will be first to market with
an all-purpose cleaner boasting “the exhilarating scent of fresh cut grass
from the orange groves located near cocoa Beach?”
Mrs. Meyer’s picked a winning scent when it developed
Mrs. Meyer’s Clean Day Sunflower formula.
NOT BY BreAD ALONE…