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Sniffing Out Trends

By: Jeff Falk
Posted: August 26, 2008, from the September 2007 issue of GCI Magazine.

Arylessence’s tagline, “the essence of your brand,” intimates the power and role of fragrance in branding, and the Atlanta-based fragrance and flavor manufacturer operates under a mission banner to understand both its clients’ brands and the consumers who use them. Fragrance can act as a bond between a brand and its consumers, creating a lifeline for the brand that runs through the initial attraction to become a mainstay in a consumer’s life. Arylessence believes that designing custom fragrances contributes to both defining brands and creating product loyalty; initially, however, consumers, their lifestyles and overall lifestyle trends must be understood.

Toward this goal of understanding, the company looks beyond fragrances themselves to track trends in fashion and color, culinary arts, packaging, delivery systems, innovative formulations and consumer purchasing habits.

According to Arylessence’s sensory branding team, consumers choose fragrances that fit their lifestyles, as opposed to choosing a product simply because “it smells good.” The lifestyle-fragrance connection is explored in the 2007-2008 Arylessence TrendWatch—an annual analysis of trends that are driving consumer behavior in lifestyle, attitudes, color and fragrance.

“Fragrance is a part of how consumers see themselves, how they live, how they feel about the world around them, and even the colors they like,” said Cynthia Reichard, executive vice president, Arylessence, in a press release to introduce the new TrendWatch. “Fragrance is the first sensory attribute experienced when consumers explore new products.”

Arylessence monitors market trends in all consumer product goods categories, including food and beverage, industrial and institutional sectors, on a daily basis. The company views the gathering of market intelligence and trend analysis as critical to its product development.