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Unilever and Fragrance: Emotion and Function

By: Jeb Gleason-Allured, with Rachel Grabenhofer
Posted: May 13, 2010

page 9 of 9

One major external factor Bartoletti mentions is water, or more specifically, the lack of water, in the developing world. According to a 2008 WHO/UNICEF report, about 884 million people have inadequate access to safe drinking water, and 2.5 billion people lack access to water for sanitation and waste disposal. Attempting to launch personal, home and fabric care products into such environments presents obvious hurdles. As a result, says Bartoletti, “In developing countries consumers, in some cases, use products with very minor rinsing, with very low dilution of the product itself. The usage of water is not comparable to developed countries and you have to bear it in mind.”

In the final equation, overcoming these obstacles with relevant innovations and winning fragrances is the key to success in an evolving world.

Jeb Gleason-Allured is the editor of Perfumer & Flavorist magazine. Rachel Grabenhofer is the senior editor of Cosmetics & Toiletries magazine.