Exotica Holds the greatest potential for new fragrance combinations. Distinguished by use of exotic woods such as teak and beechwood. Fragrances: Combinations of green curry and mango, tobacco flower and cacao, and Tahitian sugarcane and papaya.
Health and Well-being Characterized by balance, nutrition, vitality, wholesomeness and comfort. Fragrances: Combinations of ozones, rosewood and geranium, and mineral springs.
Luxury Living Characterized by indulgence, extravagance, grand ambiance and elegance. Fragrances: Combinations of teakwood and tonika, Seville orange and sage leaf, and red currant and ginger.
Apple: Apple notes dominate the hair care category and are appearing in other products, from soaps to air fresheners. Apple is second to citrus as a “clean” scent, according to consumer studies.
Blue: Defined in a fragrance by clean fresh notes, citrus, ozone, herbal and a touch of mint. Blue intersects all market categories.
Citrus: Commonly associated with “clean,” “fresh” and “uplifting” scents, citrus now blends with tropical notes for significant appeal across a wide spectrum of age groups and ethnic backgrounds.
Lavender: High appeal among consumers. It is associated with cleanliness and has long been used for its relaxing properties.
Natural and Organic: Intersecting the health and well-being lifestyle trend, this nature-inspired fragrance trend is driven by consumers’ desires for products that provide comfort, from household cleansers to candles.
Tropical: Coinciding with the rise of international influences, tropical fruits—such as mango, guava, passion fruit and papaya—have replaced traditional fruit scents in many product categories. Tropical scents connect with consumers who fit the exotica lifestyle trend.
Vanilla: This essential fragrance is in many products today, due to its universal appeal and calming properties.
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.