Arylessence Takes On Laundry Care

Fragrance house Arylessence, Inc. recently debuted a Laundry Innovation Group offering new solutions and laundry applications for marketers seeking to develop a competitive edge, according to the company. Headed by Bruce Garlick, Arylessence’s vice president of fragrance research, the innovation group is focused on the entire spectrum of laundry products from detergents, pods and fabric softeners to fabric refreshers, dryer sheets, and new, innovative products, including sprays and deodorizers.

Team members include Arylessence perfumers; specialists in application design and fragrance evaluation; and in-house experts in consumer attitudes and lifestyles, laundry trends, and marketing insights. The team’s business development leader provides laundry marketers and their retail partners with unique tools to analyze competitors, identify opportunities, and create sustainable marketing platforms.

“Fragrance represents 75 percent of the consumer impact of a laundry product,” says Steve Tanner, president of Arylessence. “A beautiful laundry fragrance not only creates a powerful consumer connection, but also is the key to long-term customer satisfaction and loyalty. This valuable corporate asset should be developed as strategically as any active ingredient or new technology.”

More info: www.arylessence.com