Fragrance Insights will be “on hiatus” from June 25th through September 25th, in search of inspiration for new features and stories about fragrance. Look for the action to begin again in the Fall!
See you then!
Archive for June, 2009
Gone Fishing…for inspiration!
Posted in Uncategorized on June 27, 2009| Leave a Comment »
When the going gets tough…the tough seek comfort!
Posted in consumer trends, Fragrance Marketing, Fragrance Trends, Marketing Trends, Product Trends, Scented Products, tagged brand equity, comfort is a priority for consumers, comfort products on June 22, 2009| Leave a Comment »
Things we are familiar with and that bring us comfort are our “go-to” staples when we are feeling stressed, uncertain or anxious. It should be no surprise then that a recent EquiTrend poll measuring a variety of products’ brand equity conducted by Harris Interactive, revealed that some of the top ten brands (across a multitude of product categories)with the highest brand equity were familiar indulgences such as M&Ms, Reese’s cups and Hershey Kisses, in addition to the ever-reliable Honda, Sony and Kitchen Aid brands and premium Grey Goose vodka.
One would think that in the present economy consumers would automatically opt for the most inexpensive product, however the intrinsic value of “comfort” is directly tied into a product’s performance, reliability and the consumer’s familiarity with it. Therefore selecting a cheaper alternative might pose a risk that the consumer might not be willing to take, and would rather pay a premium in exchange for guaranteed satisfaction.
In the fragrance world, we refer to Comfort Scents as those with food-based notes that are warm and sweet with nuances of vanilla, chocolate, nuts or spices. Powdery notes have also long been associated with comfort because they take us back to our cuddle-filled childhood days, while fruity scents lend comfort with their familiarity, freshness and uncomplicated character.
You will find that many of the newer fine fragrance introductions fall into those categories, or have comfort notes that are highlighted in their composition…And they’re exactly what we’ll need to help get us through this rough patch!
(To read more about the EquiTrend poll, go to MediaPost.com’s June 8th Marketing Daily brief: “Poor Economy Heightens Brand Equity”.)
New Scentsations!
Posted in Fragrance Marketing, Fragrance Trends, Scented Products, tagged new uses for fragrance on June 18, 2009| Leave a Comment »
Aside from traditional fragrance uses we are all familiar with…cologne for the body and scented personal care & household items, fragrance is finding new avenues for use which will not only help give the category a much-needed boost during the current sales slowdown, but which will also help integrate scent even deeper into our lives.
Food companies have been experimenting with incorporating scent to packaging in order to further enhance the gustatory experience of the food product. Hospitals, and office buildings have also experimented with scents that promote relaxation, healing, focus or productivity.
But more recently, restaurants and hospitality chains have also begun integrating scent as a means of ommunicating their “signature” brand message. It is hoped that when a customer enters establishment “XYZ”, the distinctive scent of that locale will become a permanent part of their favorable recollection of their experience at “XYZ”.
Much has been written about the intimate relationship and synergy that exists between scent and memory, and it is only natural that this relationship be explored beyond our personal use of fragrance, and broadened to include other experiential aspects of our lives. Any thoughts?…
Mucho Gusto: Latin-inspired flavors gaining wide appeal
Posted in Fragrance Trends, Marketing Trends, Product Trends, tagged flavor trends, food trends, Hispanic Marketing, Latin inspired flavors on June 12, 2009| Leave a Comment »
Seville Oranges
In a previous post I wrote a bit about the growing trend of marketing aimed at Hispanic consumers, and how the fragrance industry might capitalize on this trend.
The food products industry has a wide lead in this area, with several years of introducing snacks, beverages and dairy products with flavors that are inspired by the Latino culture and taste palate.
Chips & Salsa
In the late 90’s we saw how sales of salsa nearly caught up with those of ketchup. Today, chipotle & jalapeno and dulce de leche & tres leches are just as part of our culinary vernacular as are salt & pepper and vanilla & cinnamon. But more recently, we are seeing other regional ingredients combined with the better-known Mexican and Cuban ones, in a Pan-Latin flavor fusion where the common denominator is their cultural diversity, depth and contrasting textures.
Black Bean Soup
Some of the more popular emerging “new” flavors include:
– Seville orange – Mediterranean variety with a more bitter, less nectar-y flavor that imparts a citrus character with greater “zing & heat” for a “Caribbean tang”.
– Sofrito – A pesto-like simmering sauce incorporating basil, cilantro, parsley, onion, garlic, tomato, red or green pepper and olive oil. Varies according to regional tastes. It forms the basis of cooking for Puertorrican, Cuban, Dominican and Spanish foods.
– Aji Amarillo (Yellow chile) – This peruvian original imparts a fruitiness to its inherent chile heat for more complexity and depth of flavor.
Aji Amarillo
– Epazote – a Mexican herb that in its raw state smells pungent, but when simmered in dishes, it imparts a rich mellow flavor that American chefs are finding “addictive”.
Epazote Herbs
As these and other flavors become more popular and are adopted into the mainstream, expect to see them used in scented personal care and household products, as they inspire innovative fragrance combinations that remain true to the trend toward globalism, food-inspired scents and contrasting textures…
Frugality: Temporary or Permanent?
Posted in consumer trends, Marketing Consulting, Marketing Trends, Product Trends, tagged changing consumer habits, consumer spending, consumer trends, frugality, the future of consumer spending, value on June 10, 2009| Leave a Comment »
In the June 1st issue of Advertising Age, a column was devoted entirely to the question whether consumer spending would be permanently changed in the wake of the “deepest recession in half a century, and (whether) the tightening will remain when the downturn ends“.
The frugal consumer's "bible"
The consensus seems to point toward a general pattern of lesser spending and greater savings that will persist even after the worst of the recession is over. However, the degree to which consumers will cling to this new modus vivendi depends on how directly they were impacted by the recent meltdown.
Persons who were first-hand victims of job losses and/or home foreclosures and whose experience was deeply traumatic will be much more consistent about continuing to live a frugal lifestyle with a greater focus on saving. Those for whom the economy has been merely “troubling and worrisome” will probably be more likely to resume their old spending habits once the economy becomes healthy again and lifestyle trends return to glamour and increased spending.
In yesterday’s Wall Street Journal, the surprising findings of a poll conducted by JD Power (automotive forecasting) were reported. Consumers were asked: “If you had $3500 to spend on features for a new car, which features would you choose?” The market researchers were shocked to find a growing number of respondents declaring: “I would keep the money!” In short…Consumers weren’t even willing to part with imaginary money!!! (Source: WSJ 6/9/09 Eye on the Road).
In light of this discouraging news, expect for some of the changes now taking place in an effort to fuel current consumer spending may to become permanent fixtures of the marketplace. Lower prices; smaller (more affordable) sizes; new positioning strategies such as organic, environmentally-friendly, fair trade or cause-related will all give consumers a ‘reason to buy’ that still communicates value…a central theme in the emerging consumer psyche!
The Nose Knows: Scent-Infused Foods
Posted in Fragrance Marketing, Fragrance Trends, Marketing Trends, Product Trends, Scented Products, tagged fragrance in foods, fragrance-infused packaging, fragranced packaging, scent-infused foods, scent-infused packaging, scented foods on June 7, 2009| Leave a Comment »
It is a scientific fact that 90 percent of what we perceive as taste actually stems from our sense of smell. Scent molecules processed through our nose trick our brains into thinking that we are tasting certain flavors. Based on this scientific knowledge, the latest developments in the flavor industry include scent infusions applied to food packaging that will enhance product flavor while replacing costly and undesireable additives such as corn syrup or heavy cream.
Today, you can find sippy cups infused with a chocolate smell that will give your child the impression they are drinking flavored milk, water bottles filled with plain water but infused with scents that impart the perception of flavor, and low-sugar cereal boxes infused with a sweet smell to compensate for the reduced sugar content.
Whether consumers will “fall” for this trickery is yet to be seen, but what must be acknowledged is the innovative use of scent in an entirely new application. Given the slowing growth of scented products in many categories, points must be given to innovators who are finding new uses for scent, beyond the cosmetics, toiletries and household arenas. Regardless of the outcome, exploring new uses for scent keeps the industry moving forward, and stimulates creativity, innovation and ultimately the bottom line!
Hispanic Marketing: A growing trend
Posted in advertising trends, Marketing Consulting, Marketing Trends, Product Trends, tagged Hispanic Advertising, Hispanic consumer packaged goods, Hispanic Marketing on June 1, 2009| Leave a Comment »
The U.S. Hispanic market is growing in size and in influence due to its predicted purchasing power and enthusiasm for buying products advertised on TV! Marketers are now taking greater notice of this growing market, and reaching it successfully by “speaking its own language”!
FAST FACTS: U.S. HISPANIC MARKET
- There are nearly 46 million Hispanics in the U.S.
- Many are multiple-income families
- Are less likely to carry large mortgage or credit card debt
- Eagerly buy products and services advertised on TV
- On average, Hispanics spend a far higher percentage of their disposable income than the non-Hispanic U.S. population
Source: Experian Simmons research
While ratings at the “big 4” English-language TV networks (CBS, NBC, FOX, ABC) are flat, the top 3 Spanish-language stations (Univision, Telemundo, TeleFutura) are up by almost 22% for the coveted 18-49 demographic. (Source: Business Week 4/9/09).
“According to Nielsen’s projections, the top CPG growth categories in 2020 will include ethnic health and beauty products, medications and remedies, health aids, vitamins and cooking essentials…What’s driving the changes? According to Nielsen, the category shifts are directly tied to the changing face of American consumers.” (Source: Nielsen.com 5/12/09).
Not surprisingly, many of the top U.S. consumer products companies are putting much of their Hispanic marketing budgets into Spanish TV ads, with good results.
What’s next?…Fragrance products specifically designed for the U.S. Hispanic market? Typically, in Latin American markets, fragrance preferences have gravitated toward very bold, recognizable “signature” scents, in both fine fragrance and household products.
But with the current trend in the U.S. evolving around greener, fresher and more natural scents, we must not neglect the tastes and preferences of nearly 1/6 of our country’s population…particularly when that sizeable group likes to shop!
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