Fragrance – Are you Sending the Right Message?

A range of personal care products has to send the right messages to consumers, both in the overall fragrance message but also with specific products.  Consumer expectations for fragrance often come from both the branding and the packaging of the product (or range).  Experience over the years has shown us that consumers have a very clear impression of what constitutes an “appropriate” fragrance for a particular product. They reject fragrances which “violate” those perceptions.

Should you choose to fragrance a number of products with the same fragrance, it is often difficult to fragrance all products so they are “identical”.   Products have different base formulations and the fragrances are expressed differently depending on whether it is a water-based product (such as a gel) or an oil-based product (such as a cream).        

 In New Zealand, we have found that toners and cleansers are expected to have “clean”, “fresh” fragrances which give a message that a product is “invigorating” or “uplifting”. These messages are associated with the morning, with “awakening” and “invigorating” the skin.  Alternatively, they are seen as products which “refresh” the skin at the end of the day.

Creams and lotions tend to be more soothing and calming, particularly those intended for use at night.    In night products, the fragrance message is a mild, calming, relaxing one. The desired fragrance tends to be quite “gentle” and subtle in character, particularly if it is used on the face.

Consumers also expect different levels of fragrance for products use for different parts of their body.   Body and hand creams are expected to be more highly fragranced than products intended for the face.

Products which are used under other facial products or make up are expected to have very mild fragrances so that the “layering” of these products will not create an overwhelming fragrance (particularly around the face).   Shower and bath products (which “wash away”) are expected to have distinctive and recognizable fragrances which are relatively strong.