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Sniffing Out Trends

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

page 4 of 4

If a trend holds true in one product category, does it also hold true for another? Arylessence thinks it likely, though portrayed in a different way. The creative fragrance or flavor must communicate the trend in its designated consumer venue. In addition, the trend’s fragrance message should be customized for the product benefit. The expectations and interpretations of each trend can vary based upon demographics, but there can also be a universal understanding of what the lifestyle trends represent. Adding subtle cultural or customer profiles will allow the trends for a given group to be more accurately defined.

“Most consumers fit into one or more trend categories because these are key trends driving purchase in the marketplace,” said Burns. “The interpretation, presentation and characteristics of the trend will assist in how each trend resonates with select demographics.”