fmcg: Companies sniff better chance of consumer connect with exotic smells

February 24, 2020 Off By administrator
Mumbai: ‘What’s visible would sell’ has been the basic principle followed by marketers. On a deeper, sensorial connect, it’s: ‘What smells good would sell good as well’. Sensorials play a very critical role when it comes to consumers’ choice of products.

While over the years traditionally rooted fragrances like jasmine and sandalwood have had a distinct contribution, especially for soaps, a combination of fruity-floral fragrances are now gaining traction with marketers wooing younger consumers. Today, the more exotic the fragrance, the better the connect, say experts.

CKC Aromas CEO Rishabh Kothari said there is a lot of experimentation happening in the fruity-floral space and some oriental notes such as ‘oud’ are catching up among the more affluent Indians who are looking for something different. “With the trend of naturals in FMCG, we also see a huge demand for notes which smell natural,” said Kothari, who is one of the leading players in the sensory market.

Dabur recently launched a ‘floral bliss’ variant, which is a complex floral fragrance, and a ‘daffodil’ variant under its Odonil brand. Dabur India marketing head (home & personal care) Rajeev John said popular fragrances like jasmine and sandalwood continue to be relevant today, and these have also extended beyond beauty to enter the home care space. However, he added, one is now seeing the younger generation embracing newer exotic fragrances and floral fusions.

“Fragrance is highly important as it is usually the first point of contact for any individual with a product. You tend to smell the product first before touching or experiencing it. Many a times, particularly in categories like personal care and home care, a fragrance becomes one of the most important factors when it comes to final product selection,” said John, who claims that the Odonil Zipper range has been a success mainly because it got the fragrance right.

Godrej Consumer Products CEO (India & SAARC) Sunil Kataria said, “A product has to appeal to all senses of consumers to gain approval, with look-feel-smell forming a critical role. This is the very reason why some air freshener brands or variants have done well, while others haven’t — be it in personal care or air fresheners. When we test for fragrance in our products, we check for fragrance liking, fragrance strength (just right), fragrance spread (especially for air fresheners) and how long lasting the fragrance is.”

Affluence is one of the reasons for the growing demand for newer experiences in fragrances. Over the years, as multiple brands of FMCG products moved into urban Indian households, traditional fragrances gave way to newer ones. Wipro Consumer Care and Lighting CEO Vineet Agrawal, however, said non-metro markets are still a one-soap household and often decision on the brand is made by the home maker. Jasmine and sandalwood products, thus, continue to have a stronger hold in these markets.

According to Kataria, the…

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