Store Brands

DEC 2015

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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3 6 Store Brands / December 2015 / aundry care is a fragrance-driven category. Consumers identify with laundry fragrances. They trust that the scents of detergents and softeners will create a sensation of clean, long-lasting freshness, says Lori Miller Burns, director, marketing relations and communications for Marietta, Ga.-based Arylessence Inc. In fact, "Consumers often say, 'If it doesn't smell fresh and clean, then it's not fresh and clean,'" Burns explains. A pleasing scent is so important to consumers that nearly a sixth of them perfume their laundry, according to global market research firm Mintel in its August report, "Home Laundry Products — US." Mintel, along with Lightspeed GMI, surveyed 1,949 Internet users 18 and older who do laundry at least occasionally, and found that 17 percent regularly and 23 percent occasionally use in-wash scent boosters. In another Internet survey of 1,778 adults who use fabric softeners or scent boosters, Mintel and Lightspeed GMI found that 51 percent of in-wash scent booster users, 39 percent of liquid fabric softener users and 30 percent of dryer sheet users like to try new fragrances in their laundry products. And 42 percent, 35 percent and 32 percent, respectively, said they would like fragrances in fabric softeners to match their personal scent preferences. "Laundry fragrances are fragrances that we 'wear' on our clothes, and experience intimately with our towels and bed linens. Designer perfumes and personal care fragrances strongly influence the notes and styles of laundry fragrances," Miller Burns observes. Trends with traction There are four key trends in designer fragrances that are influencing laundry styles, Burns says. Pure, simple and elegant "exhilarating whites" connote cleanliness and freshness, she explains. They include white woods and teas with sparkling notes of champagne, fresh bergamot, sun-warmed sea salt, effervescent zest and transparent musk. Florals such as iris with powdery violet accents, damask rose with violet leaf and lily of the valley, gardenia, jasmine and other white floral accords interpreted with osmanthus, coconut and neroli oil from orange blossoms possess a subtle hint of seduction and allure, alongside elegance and charm, Burns notes. "Luscious" fruit notes and blends are also popular, she adds. These include red berry, plum, apple and pear with clean, fresh, aquatic, tropical notes, including melon, balanced by deeper wine and even cognac notes, together with Orientals and chypre — a classic citrus-woody style that also features musk. Finally, "lively energy" emanates from new cool, creative arrays of fresh, crisp green notes with mossy, earthy nuances, Burns explains. These include classic green tea and verdant notes with florals and bright citruses that evoke a naturally fresh, clean feeling with resinous, earthy woods and patchouli, as well as musk-like woods to add depth and warmth. Trends on the horizon Fragrance is almost as important to fabric softener users as is the softeners' stated purpose — softening clothing, Mintel reports. The increasing popularity of in-wash scent boosters comes somewhat at the expense of fabric softeners, and is an indication that some consumers use softeners mainly to perfume their laundry, according to the report. Mintel advises laundry product marketers and retailers to emphasize the duration of their fragrances, as well as their fragrance mixes and varieties. — D. Cvetan Sensorial benefts consumers seek the pleasure and reassurance of invigorating, immaculate essences when it comes to laundry-care products. FRaGRances: laUndRy caRe

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