The impact scent can have on a mood and overall sense of wellbeing is nearly impossible to overstate. One fragrance can elicit feelings of coziness and comfort, while another can give a person a sense of luxury and distinction. Given the seemingly endless variations of fragrances and personal uses, it’s no surprise the fragrance market has seen such steady profitability in recent years – at least, prior to COVID-19.
While sales figures certainly have been impacted for much of the fragrance industry, that’s not to say consumers have abandoned fragrances, quite the contrary. Fragrances have remained a core aspect of many consumers’ day-to-day lives, according to research from Swiss fragrance company, Firmenich. And in many cases, fragrances also have become a necessary resource to navigate the stressors of these global events.
Fragrances Continue to Be a Part of Consumers’ Daily Lives
Traditionally, fragrances have been marketed for a variety of purposes – to complement an ensemble, set a comforting mood for a home or retail store, elicit feelings of hunger in a restaurant. Many of these functions, though, are commonly associated with social gatherings, which have become taboo for much of the past year.
It’s clear however that fragrances have continued to play an important daily role for many consumers. For example, in Italy and Spain, half of adults believe fragrances are necessary even when alone, based on data from market intelligence firm, Mintel.
All of this poses several interesting considerations for brands, especially around how they should develop and market their fragrance products to consumers.
Fragrance Boost Wellness and Calm
It’s an understatement to suggest the pandemic has been an unnerving experience for most of the world. A joint study from UNC-Chapel Hill and Harvard shows 55% of people are more stressed as a result of the pandemic. Amidst the often-overwhelming news cycle and public health measures, people have sought new ways to both escape and reclaim a sense of calm in their own home. For many, fragrances have helped achieve both – emerging as an effective way to boost feelings of tranquility.
In the last 12 months, 85% of those who regularly wear a fragrance also have used other scented items in their home, according to NPD’s 2020 Fragrance Consumer report. Whether it be lighting a candle or using a home fragrance on things like a couch, bedding or blanket, scents can help transform a space, which is immensely beneficial for those who have felt isolated the past few months.
Nighttime Fragrances Playing an Important Role
An unfortunate, but common byproduct of stress is difficulty sleeping, particularly calming one’s mind to initially fall asleep. Ways to cope with this include a range of behaviors like journaling, turning off devices or meditating. For some consumers, beauty rituals have become an effective way to relax, and fragrances can play an integral part in these rituals.
It’s long been established that certain scents like lavender or jasmine help with relaxation and sleep. Nighttime beauty products and fragrances are not new, but again, they can play – and already have played – an important role for many people throughout the pandemic, helping them relax and find a deepened sense of calm and intimacy in their homes.
What Are Consumers Looking for from Fragrance Brands?
Undoubtedly, the coronavirus pandemic has shifted the buying experience for fragrances. As something primarily for a person’s olfaction, no number of online reviews or descriptions can replace the act of smelling it for themselves. Yet, many remain apprehensive about venturing to a store to handle and breath in a variety of test fragrances. One strategy for brands to consider are sample bottles, which offer several benefits.
More variety: With sample bottles being cheaper than their larger counterparts, it’s easier for consumers to purchase several at a time. This could be to see which they like and which they don’t – or to have a variety of scents for different occasions or moods.
Lower commitment: Fragrances like perfume, particularly from higher-end brands, are an investment for many consumers. This is a large reason why the in-store experience has been so vital. They want to be sure they enjoy it before purchasing a large volume bottle they’d have for months. Smaller sample-sized bottles reduce the fear that they may be stuck with a fragrance they won’t ever or rarely will use.
Complementary scents: Scent is highly emotive, and often, something consumers feature in multiple aspects of their everyday life. For example, a third of younger U.S. air-care shoppers (aged 18-24) seek out air fresheners and other scented items that complement their personal fragrance. It’s no surprise then that fragrance has played such an important role for consumers everywhere this year. In turn, it’s also had an impact on their buying behavior – something brands should acknowledge in how they market and size fragrance products in the near future.
What Does This Mean for Packaging?
The delivery of the experience is almost as important as experience itself, especially when it comes to fragrance. Beauty fragrances largely have been designed and packaged to evoke a certain degree of prestige and luxury, which shouldn’t be lost on smaller sample sizes. The same attention to detail and quality should be paid toward the bottle, cap and other dispensing parts, which are inherent to the consumer’s experience.
Higher-end packaging and dispensing also helps a person’s home feel more spa-like, a trend that’s been on the rise for some time, but all the more important now as people seek ways to escape at home. Cheap and ineffective plastic or cardboard doesn’t do much to make someone feel as though they’ve been transported to a luxurious resort.
Understandably, consumers have found different ways to cope with the stressors caused by the pandemic, unique to their own needs and interests. For a number of them, fragrances have played an important role, particularly in eliciting feelings of intimacy and overall wellness. As their relationship with fragrances shifts, so should brands’ strategies concerning how their market and package fragrance products.
Pictured: Olga Bates — Manager, Beauty and Personal Care Insights
Why standardization is key to driving sustainability across the packaging industry
Silgan Dispensing is a member of Cetie, and several members of our team are involved with its various working groups, including one that focuses on screw necks or glass bottles: the Flaconnage Geometry Group. We recently talked with Juan Albi, project team leader for Silgan Dispensing’s beauty and personal care, and Sandy Gregory, director of fragrance marketing, to share about our company’s relationship with Cetie and how new standards are driving sustainability across the industry.
Dispensers that perform flawlessly, differentiate on shelf and reduce impact on the environment
At Silgan Dispensing, we leverage our expertise to create dispensing solutions that make a difference for our customers, and theirs. With consumers more environmentally conscious than ever before, making a difference means creating dispensers that not only perform flawlessly and differentiate on the shelf, but also reduce impact on the environment.
Silgan Dispensing announces the launch of its newest spray, Sinfonia Elegance. Sinfonia Elegance provides the same versatility as Silgan Dispensing’s Sinfonia Spray in a new noiseless version and a softer force-to-actuate, making it an ideal solution for brands that do not want to compromise on consumer experience.
Dior's Sauvage with Silgan dispensing pump is now refillable
The fragrance industry just got a little more sustainable. Best-selling mens fragrance Christian Dior’s Sauvage is now refillable. Dior needed a fragrance pump that would last for years so they trusted Silgan Dispensing to supply one that will continue working, refill after refill.
Silgan Dispensing Melodie Pump selected for Jimmy Choo Fragrance
Silgan Dispending is honored to have worked with Interparfums to create a highly customized actuator on our Melodie pump for the newest Jimmy Choo fragrance for women: I Want Choo. This rose colored pefume looks elegant in it's luxurious bottle.
Silgan Dispensing’s first foam solution featured in Bondi Sands’ newly launched self-tanning line, Pure
Silgan Dispensing has partnered with Bondi Sands on its newly launched self-tanning range, Pure. Bondi Sands’ ‘Pure Self Tan Foaming Water’ utilizes Silgan Dispensing’s EZ’R foamer, which features a first-to-market foam application that is 100% recyclable in polypropylene (PP) streams and made entirely from plastic components.
Silgan Dispensing is launching its Mini NEA line, available in airless and atmospheric versions, offering convenient and compact solutions for uses such as holiday samples, gift sets, travel sets and in-store testers. Based on the trusted, next-generation NEA platform, this pack provides an excellent evacuation rate and ultra-smooth actuation.
As is the case with any trend, consumers’ interest in natural products has shifted in several key ways that brands in this space must recognize. “Natural” alone doesn’t carry the weight it used to, and in some cases, can be more a liability than a differentiator. Fortunately, there are several strategies brands can employ to deliver products aligned with their customers’ need.
Silgan Dispensing’s acquisition of Albéa Dispensing expands the foundation for our growth strategy
Kevin Clark, President of Silgan Dispensing Systems explains how Silgan's recent acquisition of Albéa's global dispensing business is a transformative step forward on the company's mission to be the preferred partner to its customers.
With the acquisition of Albéa’s Global Dispensing Systems business, which includes its Metal (Covit Europe & US) and Brazil industrial clusters, Silgan Dispensing expands its range of lotion and fragrance pumps for the beauty, cosmetic, and fragrance markets, while also adding a market-leading portfolio of foaming and fragrance and beauty sampler/mini product solutions. Silgan also gains the experienced team of Albea employees previously focused on those product lines.
What effect though has the rise in e-commerce had on product development – specifically packaging and dispensing design? The e-commerce model poses several important considerations for brands from a product design perspective. Damaged product, specifically its packaging, is a common reason people return online orders. Designing products that both are appealing online and durable enough to arrive intact is key.
Silgan Dispensing adds to noteworthy home and garden portfolio with latest solution, BOS Enhanced
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, launches its newest solution, BOS Enhanced, a sustained duration sprayer with an improved performance and updated design aesthetics for applications in lawn, garden and beyond.
Silgan Dispensing, a global leader in the design, development, and distribution of highly engineered pumps and sprayers in the healthcare, home and personal care markets, will share insights and solutions aimed at delivering a better dispensing experience for patients and caregivers, highlighting solutions in ophthalmic, nasal, topical, wound and animal care.
The rising pet care market and its impact on packaging
As consumers spend more on pet care in unprecedented amounts, they’re demanding higher quality products. Packaging plays a vital role in helping brands meet those higher standards and delivering on the high-end experience consumers expect for their pets.
Silgan Dispensing's TS800 trigger sprayer awarded 'Made for Recycling' certificate by Interseroh, a German recycling and waste management firm; certification complies with new German Packaging Law
Silgan Dispensing has announced that its industry-leading TS800® trigger sprayer has been awarded a “Made for Recycling” certificate by Interseroh, a German recycling and waste management firm.
Silgan Dispensing introduces expanded PCR portfolio
Silgan Dispensing has released three additional solutions to its suite of post-consumer recycled products and introduced an industry-leading color library of more than 80 options. PCR offers exciting new possibilities to reduce waste and energy use while still achieving the highest levels of performance.
Luxe Pack exhibitors strike balance between eco and prestige – Working with PCR
In January, Silgan Dispensing introduced its first wave of PCR plastic products; its approach was to make certain components in its dispensers from 100% recycled material, while keeping those parts requiring high tolerance in virgin plastic. At Luxe Pack Monaco, the company launched further options.
Silgan Dispensing focuses on brand differentiation and sustainability solutions
Silgan Dispensing, a global leader in the design, development, and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, is highlighting its expanded PCR product portfolio, which includes one of the industry’s widest range of available solutions, as well as its suite of products that address the challenges brand owners face in a dynamic packaging landscape.
Silgan Dispensing and PCR: Committing to sustainability through APR partnership
For today’s consumers, sustainable packaging isn’t a “nice to have” anymore. Because of this, brands are looking for packaging partners to help them meet the rise in consumer expectations, which is why sustainability continues to be a strong focus for Silgan Dispensing. Our recently launched suite of PCR products features closures and dispensing solutions made from post-consumer recycled plastic.
5 factors to consider when selecting an actuator for your aerosol product
For aerosol consumers, the actuator is often the most overlooked part of the product packaging. While they recognize the actuator is the component that dispenses the product, not many are aware that the actuator also controls the fineness of the spray, the amount of product that is dispersed and even how the product is applied. Because the actuator controls the nuances of how a product is dispersed, the actuator can make all the difference in an end user’s experience with a product.
Silgan Dispensing announces first suite of PCR (Post-Consumer Recycled Plastic) products
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, today announces its first suite of products featuring post-consumer recycled (PCR) plastic to help brands better meet their sustainability initiatives.
Silgan Dispensing reveals new solutions that address evolving customer and consumer needs
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the beauty, home and garden markets, is highlighting several of its latest innovations. The company is presenting new solutions for the Fragrance and Skincare markets that will address the changing needs of customers and consumers worldwide.
Only 33 percent of people applied sunscreen to all of their exposed skin. We’ve set out to make it more convenient to protect your skin from the sun’s harmful rays. Our new Mark VII® Max Style pump – an update to our Mark VII Max pump – is the result of our own in-depth consumer research. We learned that consumers prefer a mess-free experience (sprays), fast and easy application and full coverage.
Silgan Dispensing stands out from the crowd and increases brand loyalty through premiumization
More and more these days, our customers are looking to be different, driven by consumer demand for a more premium brand experience. Brands consistently are seeking to stand out to capture consumers’ attention through thoughtful consideration of packaging design. Premiumization, a trend that started a handful of years ago, continues to gain steam as brands seek to create a better experience for customers.
The personal care industry finally is experiencing a long-awaited shift in how brands approach package design and marketing. Previously, there was a certain degree of commoditization among personal care products with many relying on a singular new feature or gender-specific packaging to catch the eyes of targeted consumers. Now, product and package design are seen as the biggest drivers for consumer sales thanks to a confluence of factors.
- Jo Webb
- Company News
- Created 20 Jan 2021
- Modified 07 Apr 2021
- Hits 445