Building a fragrance line for a collection of products, or a “product line”, whatever it might be, is hard work. Anyone who does not believe that is guaranteed to end up like the sort of title of an old Broadway play; namely, “How Not To Succeed In Business Without Even Trying”.
Appealing to the senses and preferences of a fickle and demanding public, whose attention span may last only a few seconds, has to be an immediate and unforgettable sensation because there is never a second chance to make a first impression.
Our perfumers understand that the selection of a particular scent for a product line is a skillful, strategic, two-part process that is bolstered by proven principles.
One aspect involves proper marketing, and demands that a chosen fragrance reflect and differentiate a specific brand, and cater exclusively to the targeted consumer base.
The other involves technology, and the assurance that the design of a perfume formulation will not cause any issues concerning stability or safety. Common issues here can include degradation due to heat, time, humidity, light exposure and other environmental aspects.
The Importance Of Research And Development
There is no underestimating the power of market research when it comes to achieving an understanding of and the ability to focus on the needs, demands and preferences of the target consumer. Important avenues to explore are those that can tell you more about the ideal customer for your particular product.
These include: age; gender; income; personal preferences; academic background, and country of origin. Serious research opens other marketing doors as well, including: preferred color choices; selection of a product name and even packaging design.
It can also serve to identify upcoming trends and potential gaps in the market place and insight about competitor products that can offer clues as to how your product can stand apart from all the others.
Finding the niche for your particular product line is time-consuming, but well worth the effort. It encompasses a deep understanding of pop cultural trends.
For example, scents comprised of essential oils and natural bases are very appealing to an eco-conscious audience. Celebrity endorsed fragrances, on the other hand, fare well among Gen-X and Gen-Y consumers.
As a general rule, most men do not buy their own fragrances, but if they do, it is usually one that their love partner enjoys.
Marketing must always be bold and insistent if it is to serve a product and bottom line well. The devil, as they say is always in the details, and a plan that entails both conventional print advertising as well as cutting edge, innovative ideas provides enhanced appeal to many consumers.
If it is done correctly, it can also bolster the gift market as well as the fragrance landscape.
The Functions of A Fragrance Line In Product Development
The focus of all fragrances is to mask or add onto the existing scent in a product as well as to disguise any unpleasant smells that may be present.
To a great extent, a scented product’s viability depends upon its fragrance and how well it performs.
If it does not live up to its promise, whatever that may be, sales are destined to decline. Consumer expectations must be met and if possible, even exceeded if sales are to increase at a steady rate.
There is much more than meets the eye when it comes to understanding how the power of smell can be harnessed commercially in personal care and cosmetic products.
With one single whiff, a skilled master perfumer’s fragrance weaves an olfactory tale of brand perception; loyalty, performance and reputation.
Elevating a consumer’s mood and sensory experience are vital to creating buying impulses and linger time in retail and other types of stores.
Research supports the fact that fragrance is a key factor affecting the choice of any given cosmetic or personal care product, which is the result of the primal connection a scent makes in the limbic section of the brain, which influences emotions and memory.
Fragrances also communicate perceived ideas, like cleanliness, softness and freshness. They alter moods, reduce stress and anxiety, enhance well being and encourage sexual attraction.
Whether products are destined to be sold online or locally, vivid descriptions are vital to making them shine in the market place. Short and pithy usually succeeds in igniting the imagination.
Bear in mind as well that descriptions must also align with the tone of the specific brand (light, heavy, sexy playful etc.).
Which Fragrances Really Attract Sales?
Scent selection is an art form, one of which we have perfected after decades upon decades of creating formulations for an endless array of clientele.
It must never be applied without careful thought because of the power it has on creativity, human emotion and memory.
According to Michelle Burgess, Oribe’s manager of product development: “It is very important to create a product fragrance that captures the essence and sophistication of a particular line, and at the same time, works well with our product formulations.”
One serious pitfall manufacturers can make is to assume that one fragrance will be consistent throughout an entire product profile.
While this works well with signature scents for hotels and some cleaning product lines, it won’t in products like soaps, shampoos or deodorants because everyone’s natural body scent is different, and also because there is no way to control which other products a consumer may use in conjunction with them.
The key to success in a fragrance designed for a cosmetic or personal care line such as shampoos, for example, lies in its flexibility to complement more than one skin or hair type.
The following represent some fragrances created by our master perfumers for use in cosmetic and personal care, candles, and fabric softener sectors.
Explore how to create a fragrance brief.
Developing A Fragrance Line For Candle Products
Fragrances for candles should reflect and align with their targeted consumer base.
These include the following three aspects: mass market appeal, which would be geared to such scents as: lush, elegant vanilla, juicy, green strawberry and balsamic, woody pine; mid market apparel, which concerns more nuanced scents such as: Green Tea and Lemongrass or Grapefruit and Mangosteen; and high end appeal with the inclusion of luxurious and sophisticated scents.
For all three categories, vivid descriptions are preferred, as they vitalize products and peak consumer interest.
Citron Blossom Cassis
This masculine scents is perfect for stores selling winter sports products and those places that thrive during the colder months of the year.
Floral, fresh and sensual facets of dark, ambrosial and berry-like cassis blend seamlessly with somatic citron to create an unforgettable candle fragrance.
Fragrance Lines For Fabric Softener Products
Long lasting is this most important element in a scent chosen for a fabric softener product.
More than “just washed,” consumers also seek the sensation of “more” in their cleaning experiences, which our perfumers often capture via the deployment of mostly natural, botanical scents.
Litsea and Orange Blossom
The head notes of this complex, pleasing scent stream with facets of spicy, floral bergamot, invigorating grapefruit and crunchy, fruity Litsea Cubeba.
These potent aspects soon drift into a heart note bouquet of fiery, bright carnation, rich, narcotic jasmine and sugary, fresh orange blossom.
A robust, woody dry down of earthy, erotic musk and dry, balsamic cedar complete this fabric softener fragrance.
Fragrances For Personal Care And Cosmetic Products
We are always aware that scent selection for these sectors can be problematic both because there are so many to choose from and also because consumer bases are dynamic and fickle in their tastes.
Manufacturers of facial creams and lotions are intent on the delivery of the most scent possible as well as any additional benefits their ingredients may offer.
Most popular within these two product lines are rose water and essential rose oil because of their concentrated character, which completely captures the flower’s unique and delicate fragrance.
Botanicals are widely used in deodorants because they have an authentic, natural and eco-conscious “feel” to them. Some favored ingredients include: cleansing, green aloe; fresh, crisp cucumber; grassy, smooth green tea and clean, crisp and gingery lemongrass.
Developing A Fragrance Line For Lip Care Products
In addition to lipstick, this category includes: lip gloss; lip oils; lip powder and lip balm. Their application reflects both individual choice and all the diverse aspects of modern femininity.
Some popular lipstick scents are floral, while others are fruity. Favorites include: warm, pungent cumin; light, floral and bitter neroli; fresh and somewhat sweet orange blossom; potent, rich and dark narcissus, earthy musk and lush, elegant vanilla.
Black Coconut Verbena
Head notes burst with citrus facets of sharp, clean lemon-lime, moist melon and acidic sweet-smelling citron.
These elements soon drift into a heart note featuring musty green cyclamen, feminine and soft lily-of-the-valley, warm, bright and spicy ginger and exotic, milky coconut.
A dry down of warm, inviting and honeyed amber and sensual, high aromatic musk complete this popular lipstick fragrance.
Fragrances For Shampoo Brands
Shampoo scent selection has a double function. It must appeal to the sense of smell, and at the same time, meet the specific needs of diverse hair types.
Generally, smooth, rich and floral lavender, earthy, dry carrot seed and woody, aromatic rosemary work well with all hair categories.
Pink Tangelo Orchid
This ideal fragrance for shampoos streams with head notes featuring facets of uplifting grapefruit, soft, succulent tangelo and acidic, aromatic citron.
Floral, woody and fruity elements soon follow in a robust heart note marked by fresh, sugary orange blossom, haunting, rich jasmine, musky, romantic rose, and vanilla-nuanced and powdery orchid.
A dry down of creamy, slightly powdery sandalwood, potent, green and sensual oak moss, and earthy, passionate musk complete this intriguing scent.
Fragrance Lines For Soap Products
The sophisticated infusion of highly aromatic essential oils creates aromatic delightful soaps that are diverse and designed to suit a myriad of preferences.
Essential oils provide the perfect component to soaps because their scents are so distinctive and potent, and they also contain therapeutic aspects as well.
Some of these benefits derive from the aroma itself and others come alive with direct contact with the skin.
Aloe And Clover
This fragrance, which is often found in high quality soaps, opens with head notes characterized by herbal, fresh and citrusy facets.
A landscape of verdant fields that span as far as the eye can see comes to mind when sniffing this glorious scent.
A heart note of cool, minty and sharp eucalyptus leaf, herbal, green aloe and intensely rich night-blooming jasmine soon takes hold, and ultimately melds into a dry down of woody, erotic musk and refreshing, pervasive and aromatic coriander.
If you are a manufacturer seeking a new and different scent to bolster sales for a new product line, call Alpha Aromatics today. We’re always here to help!
Photo Credits: Pixabay