• 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
    Help for Indies

    The Future Has Arrived

    Shape It Up

    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform
    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
    Clean Beauty Collective Supports EarthDay.org

    Freckle Pens Are Spot On!

    The Detox Market Partners with Good Face Project

    Peeps X HipDot Is Ready To Hatch

    MAC Cosmetics Launches Cream-to-Powder Foundation
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    32. Prestige Brands

    5. Kao

    20. Huish

    29. McBride

    1. Unilever
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Freckle Pens Are Spot On!

    Are Chemists the Rock Stars of Beauty?

    Sales More Than Double at Madison Reed

    Eucerin Launches Sun Protection Formula

    What You're Reading on Happi.com
    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

    Clean Beauty Collective Supports EarthDay.org

    Freckle Pens Are Spot On!

    Are Chemists the Rock Stars of Beauty?

    The Detox Market Partners with Good Face Project

    Peeps X HipDot Is Ready To Hatch
    Lab Equipment
    Mixing
    Packaging
    Testing

    Burt’s Bees Outlines New Sustainability Goals

    Secret, Old Spice Add Refillable Deo Packaging

    Estée Lauder Travel Retail's Sustainability Goals

    Ross Introduces Double Cone Tumble Blender

    Happi Talks: Overnight Labels
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    KLK OLEO

    Vantage Specialty Ingredients

    Praan Naturals

    Ashland

    Siltech Corporation
    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
    • 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
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    The Smell of Clean in 2017

    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

    The Smell of Clean in 2017
    Coming Soon!
    The Smell of Clean in 2017
    The Laundress Lineup
    Related CONTENT
    • A Clean Commitment
    • Univar To Distribute Kalaguard SB in the US
    • Leaping Bunny Certifies Latest Brand
    • Household Cleaning Is Serious Business
    • TricorBraun Wins Accolades from IoPP
    01.06.17
    Trying to sell a pine-scented cleaning product? You need to be specific about how you want that conifer to connect with your customers. Pine can be found almost everywhere in today’s cleaning category from basic notes in grandma’s go-to multi-purpose cleaner to the sophisticated blend of pine, cedar and lavender notes offered by a niche laundry detergent brand to a seasonal dish soap designed to spread holiday cheer.


    Household care companies are under greater pressure these days to accurately translate the feeling of  “clean” for a wider array of customers in a variety of product forms, all while keeping an eye on macro trends and basic chemistry. 


    “In the fragrance industry as a whole, the household category is the most technically challenging to formulate because of the high pH levels and the array of fragrance directions available in other categories are not always easily translatable,” noted Amy Marks-McGee of Trendincite LLC, a creative service consultancy that specializes in fragrance marketing and flavor marketing.


    “Historically, household products were marketed as functional and consumers expected functional, hard-working scents. Today consumers are looking for experiential scents regardless of the products they use,” added Marks-McGee. 


    According to Heather Correll, a fragrance evaluator with Lebermuth, two distinct trends have emerged: more sophistication in fragrance choices and odor complexity in scent pairings, and second, fragrance offerings that enhance the natural position and authenticity of the product.


    This evolution of scent in household care is following changes in demographics. A variety of consumers from Millennials to aging Boomers, and factors such as gender roles and family structure are playing a role in who is buying—and using—cleaning products.


    Shifting macro trends haven’t been lost on companies like Clorox, maker of the Pine-Sol brand. Last fall it unveiled Makers of Home, a social media campaign “designed to break away from outdated stereotypes and celebrate the members of our families, from dad and grandma to everyone in between, that make our homes spaces and places where we can feel safe and loved.”


    The goal is to shed light on the more than one million households led by a single father and the 2.4 million kids who are being raised by their grandparents.


    “In a not-so-distant past, usually the mom in the household was responsible for everything from cooking and cleaning to laundry,” Sacha Connor, director of marketing, the Clorox Company, said in a press statement when the campaigned rolled out. “But families look different today and we sought out to find and tell their stories. From our place on American countertops for the past 87 years, we’ve seen the evolution of homemaking firsthand and knew that the word ‘homemaker’ needed an update.”


    Those changes can be seen—and smelled—in the venerable brand’s offerings; Pine-Sol can be purchased in Lavender Clean, Lemon Fresh, Sparking Wave, Mango Mandarin Burst, Sunshine Meadow and “original,” the latter of which remains the leading scent, according to industry sources.


    Experts at fragrance suppliers are keeping close tabs on demographics too, tracking shopping trends as well as what’s influencing fragrances found in other sectors.


    “In the household category, we are seeing that the tried and true are still popular—but they are evolving. The market is getting more sophisticated,” Jennifer Powderly of Robertet told Happi, citing as examples Lysol’s Cherry Blossom & Pomegranate and Hawaii Sunset Essence scents. 


    “They are pleasant and more nuanced,” she added.


    “Citrus, herbal and fresh characteristics are most common in cleaning products,” noted Heather Adams, senior director, fragrance development, Agilex. “Mass brands typically include a variation of orange or lemon, a lavender, and a pine variant. Specialty brands feature the same, but with added complexity and olfactive sophistication.” 


    In addition, the old trickle down theory may no longer apply to the household fragrance category, say industry experts.


    “Inspiration for household scents can come from many different directions. At one time fine fragrance dictated fragrance directions and trickled down into fragranced products such as personal care, home fragrance and household products. Now scents can trickle up or trickle down,” Marks-McGee told Happi.


    “In general, consumers expect household products to be functional, but expect the fragrances to be experiential like the other fragranced products they use, “ she said, citing the Laundress detergent collaborative—Out West—with singer John Mayer. Launched late last year, it has powdery notes with rich undertones of sandalwood, leather and amber, surrounded by spice, patchouli and musk that are said to capture the spirit of the American West. 


    Another example can be found in niche brand Pottymints. This dissolvable air freshener tablet, designed to be dropped into a toilet bowl after flushing, comes in Arancia di Capri—described as “a sensual scent” that combines fresh citrus notes of nectarine and orange blossom with hints of water lily and caramel—and La Fleur, a modern, sophisticated floral with notes of citrus, jasmine, honeysuckle and sandalwood.


    In other toilet scent news, as this issue went to press, Air Wick was rolling out a new  “before you go” spray called V.I.Poo, in four scents: Fruity Pin-Up, Rosy Starlet, Lavender Superstar and Lemon Idol.


    The Scent of Wellness


    Consumer lifestyle trends, behaviors and attitudes also influence fragrance. For example, health and wellness is affecting eating and drinking habits, and that in turn, can impact fragrances in other areas.


    “The beverage, flavored water and sports drink segments provide flavor options that translate to fragrances. Popular flavors like pomegranate, mangosteen, dragonfruit and yuzu seem to find their way in to scent offerings and pairings,” noted Correll. 


    They have at Method, which offers a ginger & yuzu mop and floor cleaner and a ylang ylang scent daily shower cleaner, she said. 


    Powderly of Robertet brainstormed about popular brands in the beverage sector—think La Croix and other sparking seltzer style drinks—and how they could also influence household care. 


    “There is so much nuance that can transfer into household cleaners—the fizzy factor, citruses, superfruits—they lend themselves nicely to household care,” she said.


    Experts expect more healthful, natural options from food and beverages to continue to spill over into the household category.


    “Consumers are looking for better-for-you products and are interested in greener, more natural and even organic ingredients. In household products this trend translates into greener chemistry and the use of natural ingredients or fragrances such as herbs and flowers,” said Marks-McGee.


    Method’s on point here, too. This spring the company will roll out odor-eliminating kitchen gels infused with naturally-derived herbal and citrus extracts such as clementine, lemongrass, and basil + thyme. Hitting Target stores and target.com in March, the non-drying washes are designed to eliminate stubborn smells and leave hands feeling soft and clean, even after multiple washes. 


    According to Adams of Agilex, coconut, persimmon, sea salt and coriander are some of the newer, more interesting notes found in home cleaning products. 


    “Consumers expect innovation in functionality and fragrance experience—which influences perceived performance and enhances the living space,” she explained.


    The connection between scent and functionality is ramping up at P&G. Armed with the knowledge that users enjoy a scent when there are fewer malodors present, the R&D team has been working to improve Febreze to address just that issue. 


    This month, Febreze will roll out its new OdorClear technology, described as the brand’s “toughest and most effective odor cleaning formula ever,” according to a brand spokesperson. The technology features reactive perfume ingredients that bind to a broad range of odors and disable them by changing their structure so they don’t smell—think buffering ingredients like citric acid as well as odor neutralizing polymers.


    P&G’s trademarked OdorClear technology will be available across the entire Febreze line, from its automotive SKU to plug in units to air spray to fabric spray. In addition, consumers can pick up new Febreze One, billed as a 2-in-1 odor eliminator that works for both air and fabrics. The non-aerosol spray imparts a lighter scent experience, according to the company.


    P&G’s laundry properties are also big on delivering modern and more effective fragrances that add to a consumer’s experience long after the wash is folded and put away. The Downy Unstopables Liquid Fabric Conditioner line, for example, comes in three scents—Fresh, Lush and Shimmer. In addition, Gain is offering its strongest, long-lasting scent experience with new Wildflower + Waterfall Scent Duet.


    The greater focus on lasting scents is following changes occurring within the fabric care in general. According to P&G, consumers find that removing fabric odors is as important—sometimes more important—than stain removal. (You can learn more about this and other trends in laundry care in this issue.)


    What’s Ahead?


    Those tracking fragrance trends predict that the desires of a younger, more diverse consumer base will have a major impact on the accords and ingredients that will be used to scent the household products of the future. 


    “Millennials are driving authenticity, product transparency and customization features,” noted Lebermuth’s Correll, who said up and coming notes to watch include fine fragrance influences such as complex woody, earthy notes of sandalwood, vetiver, patchouli and oud. 


    Experts contend savvy household care brands are wise to keep an eye on what younger consumers are eating as a source of inspiration. Remember when salsa overtook ketchup as the No. 1 condiment in America? Well you should see the growth of sriracha these days!


    “With instant access to information, food and beverage is an important facet of this generation and the variety of flavors they experiment with are influential,” said Marks-McGee. “At one time ingredients such as habanero, ginger, matcha and turmeric were exotic and unfamiliar, now they are becoming ubiquitous. These type of ingredients are inspiring other fragranced consumer products and will eventually inspire household product scents.”•
    Related Searches
    • household care
    • liquid
    • wash
    • ingredients
    Related Knowledge Center
    • Air Care/Environmental Fragrance
    • Functional Ingredients
    • Laundry Care
    Suggested For You
    A Clean Commitment A Clean Commitment
    Univar To Distribute Kalaguard SB in the US Univar To Distribute Kalaguard SB in the US
    Leaping Bunny Certifies Latest Brand Leaping Bunny Certifies Latest Brand
    Household Cleaning Is Serious Business Household Cleaning Is Serious Business
    TricorBraun Wins Accolades from IoPP TricorBraun Wins Accolades from IoPP
    Cleaning & Wellness Cleaning & Wellness
    Why ‘Pigging’ is a Must for Personal Care, Cosmetics and Homecare Manufacturers Why ‘Pigging’ is a Must for Personal Care, Cosmetics and Homecare Manufacturers
    Anything But Bland Anything But Bland
    What What's That Smell in Washington?
    EPA Names Safer Choice Winners EPA Names Safer Choice Winners
    When New Is Not Enough! Fine Fragrances Fall Flat When New Is Not Enough! Fine Fragrances Fall Flat
    Greater Expectations Greater Expectations
    Manufacturing with Microbial Control in Mind (Part II) Manufacturing with Microbial Control in Mind (Part II)
    Health Is Wealth Health Is Wealth
    Coast Southwest, Inc. Coast Southwest, Inc.

    Related Features

    • Functional Ingredients | Laundry Care | Polymers | Surfactants
      A Clean Commitment

      A Clean Commitment

      In a pandemic, clean matters more than ever; which explains the gains in fabric care sales. A list of new ingredients follows the article.
      Tom Branna, Editorial Director 01.06.21

    • Disinfectants | Functional Ingredients | Household Cleaning | Laundry Care
      Deliver & Delight

      Deliver & Delight

      The fragrances used in home cleaning products must communicate clean, but increasingly health and wellness, too.
      Christine Esposito, Managing Editor 01.06.21

    • Actives | Functional Ingredients | I&I Marketplace | Surfactants
      Front  & Center

      Front & Center

      The COVID-19 pandemic has moved commercial cleaning into the spotlight.
      Christine Esposito, Managing Editor 12.02.20


    • Functional Ingredients | Hair Care
      Clean-Label Shampoos with Xanthan Gum

      Clean-Label Shampoos with Xanthan Gum

      Thanks to its distinctive structure, xanthan gum provides a host of benefits when used as a thickener.
      Amirah Bajawi, Cameron Whitney and Dr. Teresa Berninger, Jungbunzlauer 12.02.20

    • Functional Ingredients | Hair Care | Polymers | Surfactants
      Just Hit Refresh

      Just Hit Refresh

      This year has been all about clean including advanced shampoo, conditioner and treatments for the scalp. A new ingredient list follows the article.
      Melissa Meisel , Associate Editor 12.02.20

    • Household Cleaning | Laundry Care | Personal Cleansers | Skin Care
      The Invention Legacy of COVID-19 & Implications for Home & Personal Care

      The Invention Legacy of COVID-19 & Implications for Home & Personal Care

      Recent inventions may reverse the course of COVID-19 and provide opportunities that could change the household and personal care industry.
      Robert and Margaret Lochhead, Lochhead Consulting LLC 12.02.20


    • Fine Fragrance | Functional Ingredients
      This Stinks!

      This Stinks!

      The pandemic has been a plague on the fine fragrance industry; but the beauty industry is resilient and there are signs of a rebound.
      Tom Branna, Editorial Director 11.05.20

    • Actives | AP/Deo | Functional Ingredients | Personal Cleansers | Surfactants
      Me Time: The Market for Women

      Me Time: The Market for Women's Wellness

      While there is probably some slacking off due to social distancing, personal hygiene never goes out of style.
      Happi Staff 11.05.20

    • Actives | Functional Ingredients
      A Reliable Path to Working with CBD in the U.S.

      A Reliable Path to Working with CBD in the U.S.

      The future of U.S. hemp is bright, but it will take time for the industry to mature following years of regulatory restrictions.
      Brian Zapp, Creative Director, Applied Food Sciences 11.02.20


    • Functional Ingredients
      The Nuance, Potential, and Pitfalls of Hemp and CBD in Foods and Beverages

      The Nuance, Potential, and Pitfalls of Hemp and CBD in Foods and Beverages

      Experts in the CBD-infused products market discuss the advances made and insights gathered on this challenging ingredient.
      Mike Montemarano, Associate Editor 11.02.20

    • Actives | Functional Ingredients | Skin Care
      The New High Trend

      The New High Trend

      Introduction, regulatory and testing aspects of cannabis-derived ingredients.
      Lambros Kromidas and Craig. R. Weiss 11.02.20

    • Actives | Functional Ingredients | OTC/Medicated | Personal Cleansers | Skin Care
      CBD Beauty & Personal Care Update: Here. There. Everywhere.

      CBD Beauty & Personal Care Update: Here. There. Everywhere.

      CBD continues to make its way into more formulations across the beauty and personal care market.
      Melissa Meisel & Christine Esposito, HAPPI Magazine 11.02.20


    • Actives | Functional Ingredients | Skin Care
      From Seed to Sale

      From Seed to Sale

      What formulators need to know about the hemp supply chain.
      By Nicole Foss, MBA, MSN, RN Nextraction Inc. 11.02.20

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

      Contract Manufacturing/Private Label Directory

      A guide to household and personal care contract manufacturing and private label service providers in the industry.
      Happi Staff 10.06.20

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Skin Care | Surfactants
      Beauty for All Tones

      Beauty for All Tones

      The unique beauty needs for a diverse population get answered more frequently every day by a diverse group of beauty entrepreneurs.
      Tom Branna, Editorial Director 10.06.20

    Trending
    • Planting Roots
    • When The FTC Comes Calling...
    • MAC Appoints SVP, Global Marketing
    • Eucerin Launches Sun Protection Formula
    • On Target
    Breaking News
    • Clean Beauty Collective Supports EarthDay.org
    • Freckle Pens Are Spot On!
    • The Detox Market Partners with Good Face Project
    • Peeps X HipDot Is Ready To Hatch
    • MAC Cosmetics Launches Cream-to-Powder Foundation
    View Breaking News >
    CURRENT ISSUE

    February 2021

    • Help for Indies
    • Trade Association Directory 2021
    • The Future Has Arrived
    • Shape It Up
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    New FDA Traceability Rule Appears to Omit Dietary Supplement Manufacturers
    Clinical Trial Finds Metabolic Benefits for Polyphenols Formula
    JRF Technology Debuts Elderberry Oral Film Strip
    Coatings World

    Latest Breaking News From Coatings World

    OQ Chemicals Increases Carboxylic Acids, Esters Prices
    Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement
    Arkema Reports Full-year 2020 Results
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Japan to Lead APAC Assisted Reproductive Technology Devices Market
    Portescap Slotless Brushless DC Motors Receive ISO 13485 Certification
    FDA Breakthrough Device Designation Given to MI Transcatheter Heart Pump
    Contract Pharma

    Latest Breaking News From Contract Pharma

    High Purity New England Bolsters Biopharma Solutions Services
    AMRI Contributes to Efforts to Increase COVID-19 Vax Supply
    CatSci Opens New Site in UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Inahsi Naturals Achieves EU Compliance
    Biden Prioritizes PPP Relief for the Beauty Industry
    Christie Brinkley Joins SBLA Beauty
    Happi

    Latest Breaking News From Happi

    Clean Beauty Collective Supports EarthDay.org
    Freckle Pens Are Spot On!
    The Detox Market Partners with Good Face Project
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Lowe-Martin Adds 2 KODAK NEXFINITY Digital Presses
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    UFlex adds capacity in packaging films
    CEC expands into labels and packaging with Heidelberg
    ABG delivers Digicon Series 3 to UK printer
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Forbes Ranks Rockline Among Best U.S. Employers
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    NuVasive Nabs Simplify Medical for $150M
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    RFID Locks Market to Reach $9.93 Billion by 2027: Allied Market Research

    Copyright © 2021 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.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login