It used to be if a household cleaner smelled “strong,” consumers knew it would clean their kitchen counters, bathrooms and more. Nowadays, these same consumers are seeking experiential scents, as well as looking for buzz words on labels like “clean, green, natural, sustainable.” According to Heather Correll, fragrance evaluator at Lebermuth Company (lebermuth.com), innovator in essential oil fragrance and flavors industries, 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.
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