What Does It Take To Build A Successful Air Care Brand?
Over the last 10+ years, the industry has seen an evolution of air care – from simply masking unpleasant odors moving into experiential fragrances that connect with one on an emotional level. It is no secret that consumers want a pleasant smell when they step into their homes. Superior air care solutions ensure people are indulged in the best way possible, whatever that may mean to each and every user.
Imagine you are the CEO of Air Fresheners Inc. and you want to create a new line of air care products – you need to answer questions like: What product forms should be part of my brand? What are the types of fragrances that are must-haves, and on trend? This article answers these questions by showcasing the relationship between air care and fragrance, as well as highlighting various product forms.
Where did it all begin?
What do people look for in air care? Although the category has its roots in masking unwanted odors, in many cases, consumers are looking for much more – an emotional EXPERIENCE. It can be about creating something “fresh & clean”; a strong connection with nature; the exotic and luxurious; and a million scents in between. There are so many options! And fragrance has a big role to play in terms of building a brand image and the sensorial experience behind it.
Home fragrance (a more appealing way of saying air care) can be marine and nature-inspired, but many times familiar, homey, comforting and nostalgic – such as the aroma of freshly baked bread or laundry fresh out of the dryer. In contrast, fragrances used to scent public spaces are typically “fresh & clean”. What is interesting about fragrance is our emotional connection to it. In places like hospitals, a “sterile” smell may add to a person’s sense of fear. Some studies have shown that comforting smells in children’s hospitals lead to better recovery times. This is an interesting phenomenon where air care not only maintains a pleasant ambience but also improves the emotional psyche of patients.
The kind of fragrance(s) that you want for your air care brand has a direct correlation to the brand image you want to build. As an air fragrance development are an easy way to innovate and target a segment of people, you can diversify and build a versatile product line. The right fragrances will go miles in setting you up as the go-to air care brand.
Air Care & Popular Product Forms
From being the mainstay of homes for lighting purposes a few hundred years ago, to being regarded as an essential home fragrance product, candles have come full circle. Candles can help create an entire emotional experience – adding romance, celebration, character, warmth and aromatherapy. As candles are popular for self care, classic wellness ingredients such as lavender, rose, eucalyptus and mint sit on-shelf next to more modern fragrances; as well as hygge-inspired scents like chamomile & honey tea and cozy cashmere. Candles are exceptionally popular during fall and holiday to give as gifts as well as create a welcoming environment for guests.
Room sprays are the most commonly used product form; as they are inexpensive and provide instant malodor coverage. Aerosols are ideal in any space requiring immediate fragrance, such as kitchens, bathrooms and teenager’s bedrooms. Aerosol sprays are available in a variety of “fresh & clean” fragrances, as well as seasonal scents, such as pumpkin and evergreen.
Wax melts are similar to candles in that they are wax, and many warmers provide ambiance similar to that of a candle. Some consumers feel that wax melts are safer because there is no flame. Fragrances for wax melts are similar to candles, such as spiced fruits, modern gourmands, fruity-florals and even intriguing scents like cinnamon sugared donuts, spiced cocoa and liqueur notes.
Active air fresheners generally work through a plug-in mechanism where heat, electricity or a fan is used to diffuse the fragrance within a space. Passive air fresheners, such as stagnant gels, simply sit out and provide a pleasant scent. Both active and passive air fresheners are commonly used in commercial establishments as well as homes.
These are some of the key delivery formats; however, the air care market continues to expand its product form offerings. What is important for the CEO of Air Fresheners Inc. to remember is that there needs to be a link between your brand and the emotional needs of the consumer – whether it is simply covering stinky smells or creating an ambiance. In many cases, air care must meet both of these needs within the same home. Therefore, understanding why consumers use air fresheners is key. But that is a blog for another time….
Agilex and Air Care
At Agilex, we create innovative and compelling fragrances to meet all of your customers’ air freshening needs.