• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    In Full Bloom

    All Inclusive

    Make It Yours

    The Making of a Beauty Entrepreneur

    A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Coty Blends AR and Real Products at Retail

    Milk Rolls Out CBD-Enhanced Mascara

    Sephora Adds Volition To Roster

    Expanded Qii Oral Care Drink Delivers 52% Plaque Reduction

    New Regulations for Nail Salons
    International Top 30 Report
    Top 50 Report
    Top Companies
    5. Avon Products

    35. WD-40 Company

    6. Johnson & Johnson

    31. Blyth, Inc.

    24. Jafra Cosmetics
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    ACI Meets the Chemists of Tomorrow...Today

    LAPD Seizes Contaminated, Counterfeit Cosmetics

    Silab Celebrates 10 Years in China

    A Gentle Approach to Acne

    #superherobeauty from Grant Industries
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Coty Blends AR and Real Products at Retail

    Expanded Qii Oral Care Drink Delivers 52% Plaque Reduction

    From Amsterdam to New Amsterdam

    BET and Beautycon Launch Beauty-Focused Content

    Colgate and Phelps Continue Water Conservation Program
    Lab Equipment
    Mixing
    Packaging
    Testing

    Overnight Labels Unveils Updated Website

    Eliminating the Idea of 'Waste'

    Hallu Puts New Spin on Bath Bomb

    A Pure Pair of Pampers?

    Cosmetic Must-Haves from Qosmedix
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    Corporate Capabilities
    International Buyers Guide Companies
    JP Packaging LLC

    Elé Corporation

    Federal Package

    Lubrizol

    Sun Chemical
    Brand Building Seminar
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
      • Corporate Capabilities
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Anti-Aging Conference
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Enticing Uninspired Consumers

    After Sept. 11, challenges remain on how to get women to the fragrance counter.

    11.11.05

    The aftermath of September 11 kept an already slumping market in a downward spiral and an "uninspired" consumer was born. This was the topic of The Fragrance Foundation's fall 2002/winter 2003 trends forecast, "Great Expectations, motivating the uninspired consumer," in May.

    The Ladies' Home Journal (LHJ) conducted a series of polls, the first of which coincided with Sept. 11. In these polls, women said they focused less on themselves and more on the nation. Prior to Sept. 11, women were concerned with simplifying life, but afterward, wanted to regain control and future certainty. The most intriguing observation was that the recession really wasn't that bad, yet consumers changed their buying behavior.

    "This was the first recession in history where spending wasn't down," said David Lagani, vice president and publisher of LHJ at Meredith Publishing. "But women were shopping for what they needed, not what they wanted."

    In a January poll, LHJ readers said even though there were great deals in the market, there was a lack of quality and assortment. An April poll found women were more concerned with the war on terrorism than economic conditions. The opposite was true in January, illustrating the increased need for women to feel secure.

    A hardened woman emerged from the advent of Sept. 11, according to Myrna Blyth, editorial director, Meredith Publishing. This entailed a woman who knew she held up the economy and had to maintain some normalcy.

    "After 9/11, women acted differently. Their security was threatened in a very direct way and they had a very tough-minded reaction," noted Ms. Blyth. "Traditionally, women have not been enthusiastic about their involvement in war. But whether it was their abiding concern for security or the fight against terrorism, women got involved."

    For "not needed" items, LHJ's April survey showed convenience and service were three times more important than price, and if it was a "special" product, especially something memorable, women were six times more likely to spend a great deal of money. "Fragrance, for a variety of reasons, fits that bill," insisted Mr. Lagani.

    Fragrance has also changed dramatically in the past decade from luxurious items to a holistic experience, lifting the burden of today's stresses.

    "In the last 10 years, the industry has caught up to the notion that fragrance is important," said Annette Green, president of The Fragrance Foundation. "Well-being is what fragrance is about today in addition to luxury. But both need to be there to create a successful fragrance."

    Like Rosie the Riveter, women today realize their impact on the economy. The challenge is tempting them to buy fragrance.
    So what do consumers prefer these days? The Fragrance Foundation's Fall/Winter 2002/2003 Trends Report revealed the women's fragrance market features light and fruity fragrances during the day and floriental scents with a twist at night. As for the men's fragrance market, fresh and spicy notes are worn in the daytime and classic heavier scents in the nighttime.

    Kellyanne Conway, president of the polling company, said despite the androgynous response to war, consumers' view on fragrance is very gender-specific. Women primarily use fragrance to feel good about themselves, while men apply it to be more attractive. Yet both agree an established brand is more important than a new brand, Ms. Conway said.

    "Women are brand-loyal, but not brand monogamous," noted Ms. Conway. "Consumers will pay more for quality, and the one non-categorical word that means quality to consumers is 'freshness.' This is so important to the notion of fragrance."

    Ms. Conway suggested an un-tapped fragrance category is the mothers-to-be-someday population, specifically women ages 28-40. These women expect to have kids and base their life decisions on this outlook. The Fragrance Foundation also pointed to trends emerging in the infants/children market with light aromachology, while teens demand individualistic scents.

    Some experts believe that an established brand is not the answer to slumping sales. "Customers are still attracted to newness," insisted Barbara Zinn Moore, senior vice president and general merchandise manager, Lord & Taylor. "It makes the fragrance special and memorable."
    Related Searches
    • body
    • bar
    • inci
    • men
    Related Knowledge Center
    • Functional Ingredients
    • Fine Fragrance

    Related Features

    • Color Cosmetics | Fine Fragrance | Skin Care
      The Making of a Beauty Entrepreneur

      The Making of a Beauty Entrepreneur

      Whether it’s a well-established name heading in a new direction or a newcomer to the world of beauty, entrepreneurialism is largely a labor of love. That love was on display when The Fashion Group International, Inc. introduced a panel of beaut…
      Nancy Jeffries, Contributing Editor 04.02.18

    • Functional Ingredients | Laundry Care | Polymers | Surfactants

      Unconventional Approaches

      Suppliers show up in force to showcase their solutions at the American Cleaning Institute’s Annual Meeting & Industry Convent
      Tom Branna, Editorial Director 03.01.18

    • Functional Ingredients | Laundry Care | Polymers | Surfactants
      Loads of Work To Do

      Loads of Work To Do

      More than 1000 industry executives from around the world attend the ACI Annual Meeting & Industry Convention.
      Tom Branna, Editorial Director 03.01.18


    • Actives | Functional Ingredients | Polymers | Sun Care
      The Protection Collection

      The Protection Collection

      A few big names dominate, but a raft of smaller brands provide consumers with more choices in sun care.
      Christine Esposito, Associate Editor 03.01.18

    • Actives | Functional Ingredients | OTC/Medicated
      Of Pimples & Pains

      Of Pimples & Pains

      A look two of the largest segments in the OTC category—acne treatments and analgesic rubs.
      Tom Branna, Editorial Director 03.01.18

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Sun Care | Surfactants | Testing
      In-Cosmetics Global Is Next Month

      In-Cosmetics Global Is Next Month

      The leading global personal care ingredients event will focus on R&D when chemists head to The Netherlands, April 17-19, 2018
      03.01.18


    • Functional Ingredients | Hair Care | Laundry Care | Personal Cleansers | Skin Care | Surfactants
      Palm-Tastic!

      Palm-Tastic!

      There are many benefits to formulating home and personal care products based on RSPO certified oil palm products
      Rita Koester, BASF Personal Care and Nutrition GmbH 03.01.18

    • Air Care/Environmental Fragrance | AP/Deo | Color Cosmetics | Disinfectants | Fine Fragrance | Hair Care | Household Cleaning | I&I Marketplace | Insect Control | Laundry Care | OTC/Medicated | Packaging | Personal Cleansers | Skin Care | Sun Care | Testing

      Trade Association Directory 2018

      Following are the contact details of trade associations frequently mentioned in the pages of Happi.
      02.01.18

    • Functional Ingredients | Hair Care | Polymers
      Full Circle

      Full Circle

      Styling products are there from start to finish.
      Christine Esposito, Associate Editor 02.01.18


    • Actives | Air Care/Environmental Fragrance | Disinfectants | Functional Ingredients | Household Cleaning | I&I Marketplace | Insect Control | Polymers | Surfactants | Testing
      What’s in a Name?

      What’s in a Name?

      This year, CSPA will change its name to the Household & Commercial Products Association.
      Tom Branna, Editorial Director 01.04.18

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Polymers | Preservatives | Skin Care | Sun Care | Surfactants
      Society Shines at Annual Meeting

      Society Shines at Annual Meeting

      An exciting roster of speakers, a fresh venue and a new executive director created a wave of enthusiasm.
      Tom Branna, Editorial Director 01.04.18

    • Actives | Fine Fragrance | Functional Ingredients | Hair Care | Personal Cleansers | Polymers | Skin Care | Surfactants
      New Wave

      New Wave

      Rising beauty brands are leading the way with innovative launches.
      Melissa Meisel, Associate Editor 01.04.18

    • Functional Ingredients | Laundry Care | Polymers | Surfactants
      Clean & Fresh

      Clean & Fresh

      Demand for advanced formulas drives the laundry category as marketers turn up the volume on fragrance notes.
      Tom Branna, Editorial Director 01.04.18

    • Functional Ingredients | Household Cleaning
      Customer Nose Best

      Customer Nose Best

      Fragrance experts create scents that appeal to a customer’s sense of smell while staying true to a brand’s ethos.
      Christine Esposito, Associate Editor 01.04.18

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | OTC/Medicated | Personal Cleansers | Skin Care | Sun Care | Testing
      FDA Is Getting Personal

      FDA Is Getting Personal

      Warning letters reiterate Agency priorities, target consumer reviews and trigger consumer class actions.
      Raqiyyah Pippins and Krithika Santhanam, Arnold & Porter Kaye Scholer LLP 01.04.18

    Breaking News
    • Coty Blends AR and Real Products at Retail
    • Milk Rolls Out CBD-Enhanced Mascara
    • BASF Drives Sustainable Palm
    • Sephora Adds Volition To Roster
    • Expanded Qii Oral Care Drink Delivers 52% Plaque Reduction
    View Breaking News >
    CURRENT ISSUE

    April 2018

    • The Power of Bio-Inspiration
    • In Full Bloom
    • All Inclusive
    • Make It Yours
    • The Making of a Beauty Entrepreneur
    • A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    • View More >

    Copyright © 2018 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.