FRAGRANCES FOR HOUSEHOLD PRODUCTS
Clorox, maker of the Pine-Sol brand. Last fall it unveiled Makers
of Home, a social media campaign“designed to break away from
outdated stereotypes and celebrate the members of our families,
from dad and grandma to everyone in between, that make our
homes spaces and places where we can feel safe and loved.”
The goal is to shed light on the more than one million house-
holds led by a single father and the 2.4 million kids who are being
raised by their grandparents.
“In a not-so-distant past, usually the mom in the house-
hold was responsible for everything from cooking and clean-
ing to laundry,” Sacha Connor, director of marketing, the Clorox
Company, said in a press statement when the campaigned rolled
out. “But families look different today and we sought out to find
and tell their stories. From our place on American countertops for
the past 87 years, we’ve seen the evolution of homemaking first-
hand and knew that the word‘homemaker’needed an update.”
Those changes can be seen—and smelled—in the venerable
brand’s offerings; Pine-Sol can be purchased in Lavender Clean,
Lemon Fresh, Sparking Wave, Mango Mandarin Burst, Sunshine
Meadow and “original,” the latter of which remains the leading
scent, according to industry sources.
Experts at fragrance suppliers are keeping close tabs on demographics too, tracking shopping trends as well as what’s influencing fragrances found in other sectors.
“In the household category, we are seeing that the tried and
true are still popular—but they are evolving. The market is getting
more sophisticated,” Jennifer Powderly of Robertet told Happi,
citing as examples Lysol’s Cherry Blossom & Pomegranate and
Hawaii Sunset Essence scents.
“They are pleasant and more nuanced,” she added.
“Citrus, herbal and fresh characteristics are most common
in cleaning products,” noted Heather Adams, senior director,
fragrance development, Agilex. “Mass brands typically include
a variation of orange or lemon, a lavender, and a pine variant.
Specialty brands feature the same, but with added complexity
and olfactive sophistication.”
In addition, the old trickle down theory may no longer apply
to the household fragrance category, say industry experts.
“Inspiration for household scents can come from many
different directions. At one time fine fragrance dictated fragrance directions and trickled down into fragranced products such as personal care, home fragrance and household
products. Now scents can trickle up or trickle down,” Marks-McGee told Happi.
“In general, consumers expect household products to be
functional, but expect the fragrances to be experiential like
the other fragranced products they use, “ she said, citing the
Laundress detergent collaborative—Out West—with singer John
Mayer. Launched late last year, it has powdery notes with rich
undertones of sandalwood, leather and amber, surrounded by
spice, patchouli and musk that are said to capture the spirit of the
Another example can be found in niche brand Pottymints.
This dissolvable air freshener tablet, designed to be dropped into
a toilet bowl after flushing, comes in Arancia di Capri—described
as“a sensual scent” that combines fresh citrus notes of nectarine
and orange blossom with hints of water lily and caramel—and La
Fleur, a modern, sophisticated floral with notes of citrus, jasmine,
honeysuckle and sandalwood.
In other toilet scent news, as this issue went to press, Air Wick
was rolling out a new “before you go” spray called V.I.Poo, in
four scents: Fruity Pin-Up, Rosy Starlet, Lavender Superstar and
The Scent of Wellness
Consumer lifestyle trends, behaviors and attitudes also influence
fragrance. For example, health and wellness is affecting eating
and drinking habits, and that in turn, can impact fragrances in
“The beverage, flavored water and sports drink segments
Notes in the Laundress-John Mayer detergent include leather and patchouli