Arylessence Taps Into Fragrance Lifestyles With TrendWatch

2007-05-22 | 08:42

Arylessence Says a Distinctive Fragrance Is the Quickest Way for Consumers to Say 'Yes'

Most consumers select a product with an attractive fragrance because it smells good. But sensory branding experts at Arylessence, Inc., a fragrance and flavor company, say consumers actually choose fragrances that fit their lifestyles. "Fragrance is a part of how consumers see themselves, how they live, how they feel about the world around them, and even the colors they like," explains Cynthia Reichard, executive vice president of Arylessence. Arylessence experts describe the lifestyle-fragrance connection in the "2007-2008 Arylessence TrendWatch," an annual analysis of hot trends that are driving consumer behavior in lifestyle, attitudes, color and fragrance. They say successful marketers should explore all dimensions of consumer attitude and behavior to create winning fragrances. "Fragrance is the first sensory attribute experienced when consumers explore new products," says Ms. Reichard, noting that fragrance creates consumer preference, defines brand personalities, and in many product categories is the quickest way to a sale. In the "2007-2008 Arylessence TrendWatch," Arylessence experts use lifestyle and color trends compiled from leading global trend sources to determine where consumers look for inspiration, seek out new concepts for living, and find designers and marketers on the same wavelength. Three lifestyles in the company's "TrendWatch"—Exotica, Health and Well-Being, and Luxury Living—are driving fragrance inspirations for new products and brand-expansion concepts through 2008. The Exotica lifestyle, which reflects global influences, offers unlimited possibilities in fragrance innovation, and includes the use of exotic botanicals for beauty, home decor and household products. The desire for the Health and Well-Being lifestyle touches virtually every aspect of peoples' lives, Arylessence experts say. Scents highlighting this lifestyle reflect restful, restorative and uplifting environments and complement consumer desires for softer, calming colors. The Luxury Living lifestyle, with an immense following and growing appeal, connotes soft, jewel-toned colors, shimmering fabrics, and rich, indulgent and spice-infused fragrances. The "2007-2008 Arylessence TrendWatch" describes 13 distinctive lifestyles and consumer attitudes, links these to color trends, and discusses Arylessence fragrance ideas that reflect the combined trends.