Store Brands

FEB 2017

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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Emerging Fragrance Trends 4 2 Store Brands / February 2017 / cents are influential. They can give comfort or cause alarm, encourage a good mood or a bad one. But what influences what scents people decide they like? Several things: trends in lifestyle, fashion, food, health and wellness, as well as demographics and prevailing attitudes. Today, retailers want greater control over everything that goes into their private brands so that they can effectively control sales, revenues, margins and profits, says Lori Miller Burns, director of marketing relations and communications for Arylessence Inc., a Marietta, Ga.-based fragrance and flavor manufacturer. Managing fragrance in household and personal products is an important part of this effort, Burns explains. "The key part of this is controlling the ingredients in the product that connect to consumers and influence the shopper's buying decision, particularly the critical sensory ingredients driven by the consumer's emotions," Burns says. "Winning scents are what consumers are seeking and what shoppers are buying. Taking control of fragrance ingredients and making improvements happen should be a goal for every store brand retailer." What's great about a store brand is how quickly it can get to market, says Adam Troyak, planning director for Dallas-based Shoptology, a shopper marketing agency whose clients include brands, retailers and private label manufacturers. "Having an ear to the ground gives private label a real advantage in shaping and reacting to cultural trends," Troyak adds. Scent as differentiator Millennials and multicultural consumers in particular have embraced private brands, seeking them out and driving their growth, Troyak notes. Millennials in particular are driving authenticity, product transparency and customization, affecting how scents are developed and used in products. Scent can be a differentiator, and the ability for quick-turn product development allows private brands to stay closer to trends and capitalize with relevant fragrances where many times smell is the deciding factor in the to-buy or not-to-buy decision, says Troyak. "Consumers now expect a sensory delight in Natural, customized and sophisticated fragrances are captivating consumers of personal care and household products By Dana Cvetan Emotional connections

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