CM425-701 Quiz 2
Candle Fragrance Choices
Coconut 44% Honey 39% Watermelon 35% Cocoa 31% Ginseng 20% Calamansi 15% Jojoba 13% CBD/Hemp 12% Tumeric 10% Hops 8% None of the above 16%
What's New In Candle Wax and Why We Look for Alternatives
Coconut Wax with other plant-based alternatives • coconut oil is obtained by a simple extraction process. • coconut wax burns slowly and throws scent well. • coconut wax is 2 times more expensive than other waxes which is why it is not extensively used • need to increase the melt point with addition of other waxes • difficult to develop a sustainable supply chain • coconut wax comes from the Philippines where no deforestration practices are yet evident
Convenience: Making ownership efficient
Consumers have grown accustomed to convenience and ease, attributes that aren't typically associated with buying or selling a home. Simplicity is an increasingly important need among current and future homebuyers, and companies are finding new ways to meet these demands and ease the ownership process to make it more convenient. The other critical element of ownership is the maintenance and protection of assets, which can be tedious and time-consuming. Automation and technology that can help manage upkeep and security are gaining in popularity. New technologies like digital assistants, smart appliances, and a more connected (and convenient) internet of things for the home are giving homeowners back both time and headspace.
The "three Cs" of enabling flow at home
Convenience - Making ownership efficient Community - Making connections flexible Creativity - Making expression accessible
Creativity: Making expression accessible
Creative home projects like renovations and interior design used to be the talents of a select group of skilled consumers and home professionals. However, social media platforms, home-styling television content and smart technologies have shifted Influence and inspiration into the hands of the average consumer. Anyone can be seen as an expert and anyone can take on projects themselves.
Industrial & Institutional Market
Definition: Provides a variety of products and services for the cleaning and maintenance of hotels, restaurants, school, food production and processing industries, commercial laundries, hospitals and nursing homes, airports, and other business facilities. Customer Base: Professional users not retail customers
Designing for the Senses
Definition: sensory branding is an emerging business discipline that applies analytical techniques to amalgamate the use of sensory stimuli such as scent, sound, and texture in order to develop strong brands that are more memorable for consumers.
Millennials stay put while Baby Boomers age in place for longer
Despite approaching the ages traditionally associated with family formation, Millennials are more likely to live with their parents than with a spouse. At the same time, Baby Boomers are living and working longer than any generation before. Longer employment means Boomers aren't downsizing. For a generation that won't slow down, when it comes to housing, they're happy staying put.
But gender roles in the home are slower to change
Despite shifting attitudes, the reality is that the division of labor at home remains mostly unchanged, with much still falling largely to women. Despite women increasingly acting as the breadwinner of the household, they still assume the lion's share of the household chores while men handle finances.
The Montreal Protocol - 1987
Eliminate use of CFC's in Aerosols
1950s - Conformity - Castle
FRAGRANCE TYPE FOR HOME: EVERGREEN AND BERRIES AEROSOLS: AIR WICK CO.
Millennials embrace pets, "plant parenthood" and other family alternatives
For the Millennials who aren't at home with parents, many are adopting new, expanded definitions of family as they enter the family formation lifestage. Pets and plants are replacing spouses and children in their households, and they're spending significant time and money on both.
SC JOHNSON - GLADE
Glade has about 30 scents across the range, fluctuating with seasonals, some of which are 6 week in-and-outs eg. for Walmart New base scents now come from seasonals - latest are Aruba Wave and Thyme & Rosemary Scents are consistent between formats, and Glade make quite an effort to ensure this is so Glade has about 17 formats - they rarely let a new format from a competitor on the market without matching it The brand is quite weak, compared to other dominant brands But its scents are very strong as equities in their own right The business model is therfore to maximize shelf space with formats, but also to ensure its top 5 base scents appear in all formats - Glade lovers buy them because they know how they are going to smell in their homes
1980s - Image - Showcase
HOME FRAGRANCE TYPES: FRUITS YANKEE CANDLES
1960s - Experimentation - Pit Stop
HOME FRAGRANCE TYPES: PATCHOULY, MUSK OILS and INCENSE
Early 2010s - Perspective - Lighthouse
Home Fragrance Types: Fig
Late 2000s - Responsibility - Anchor
Home Fragrance Types: Fresh
Early 2000s - Responsibility - Hive
Home Fragrance Types: Gourmand
1990s - Victimization - Fortress
Home Fragrance Types: Powdery, Floral Heated Air Fresheners: Glade
How a Candle Burns
- Carbon dioxide and water vapor - flame heat vaporize wax into molecules of hydrogen and carbon - initial formation of carbon particles - carbon particles ignite and become incandescent - convection and radiation
PROCTER & GAMBLE - FEBREZE
- Febreze has about 30 scents active across a number of subranges Subranges are benefit or concept driven: - Sleep Serenity - Destinations - Allergen reducer Scents are borrowed from Gain detergent, and additionally Febree has a Heavy Duty scent that fights '2x the odors' Scents sare not consistent across formats - Febreze Noticeables, of course, has two scents - a 'hero' scent and a contrasting scent usually in a different scent camp
Gelling Agents
- Gelatin - Agar - Gellan gum - Xantham gum - Guar gum - Isubgil - Carrageenan
Covid - 19 and the Home
- Minimizing the spread of germs will become an important goal. - Hands free fixtures become important - Keyless entries, opening doors with phones or with infrared systems - More sinks as handwashing becomes a standard. - Smart toilets and bidets - Hands-free trash cans - Better outdoor spaces - Return of the victory garden - Fewer open floor plans - Dedicated home office spaces - Zoom zones - More food storage - Delivery rooms - A shift to the suburbs - A cupcake comeback
How an Aerosol Works
2 components: a. Product - liquid, emulsion, suspension. b. Propellant - Liquefied or compressed gas Propellant is driving force. Factors: Valve Actuator Propellant
Are Aerosol Cans Recyclable?
A.Yes, empty cans are recyclable - Aerosol cans are made of highly recyclable steel, but the contents are under pressure. - Aerosol cans need to be completely empty to be sent safely through the recycling process. B.How can we determine they are empty. - Push the nozzle. There should not be any sound. Non - empty aerosol cans are considered hazardous waste and need to go to: Household Chemical And Computer Recycling Facility (HCCRF) for safe disposal.
Definition of Aerosol
Aerosols are collections of tiny particles of solid and/or liquid suspended in a gas. The size of these particles can range from about 0.001 to about 100 microns. While a number of naturally occurring aerosols exist, the most familiar form of an aerosol is the pressurized spray can. Aerosols are produced by a number of natural processes and are now manufactured in large quantities for a variety of commercial uses. They are also involved in a number of environmental problems, including air pollution and destruction of ozone in the atmosphere. Today the term is used to describe a specific type of delivery system for air care products.
AIRWICK
Airwick is the #3 brand, but RB is also about $750m when Lysol spray is added Airwick is simple because it has only two major formats, autosprays and electrics, and it's brand leader in each - It has a lousy track record at passive aircare National Parks has been a big success, peaking at $100m across Freshmatic and Scented Oils Scents are the same across formats The exception is candles, which have been relaunched with a BBW-like silver lid and a 7% dose, with scents more candle appropriate - but not very different from the rest of the line
Mintel on Air Care Marketing - Module 6
slides 7-20
GoJo
•$143 million •Focus on hand cleaning and hygiene solutions •Creator of Purell, hand sanitizing systems •Tag Line - "healthy skin, healthy places"
Spartan
•$174 million •Creating environmentally preferable products for florr care, restroom care and deodorizing
Sealed Air Diversey Care
•$2.2 Billion for I&I products. •Cleaning and hygiene solutions. •Committed to World Wildlife Climate. Saver's Program. •48% reduction in greenhouse gas emissions in 2013.
HAPPI Top 50
•10 I&I companies on the HAPPI Top 50 list. •Some household products companies have professional divisions. •Wal-Mart and Home Depot offer competition to the I&I industries with use of own brand private label products
History of Aerosol Cans - The Early Years
•1790 - carbonated beverages intro. in France. •1825 - Regency portable fountain, carbon dioxide dispenses beverages. •1899 - Hebling & Pertsch patent aerosols using methyl and ethyl chloride. •1933 - early fire extinguishers. •1942 - first aerosol insecticides used by soldiers in WW2 •1950 - rapid growth of aerosol industry to 1.5 billion cans in 1997. •1974 - Ozone Depletion Theory, by Rowland and Molina. (CFC's act as catalysts in destruction of ozone layer. •1987 - Montreal Protocol - eliminate use of CFC's. •1997 - Labeling change of aerosols to prevent substance abuse.
Facts About Consumer's Feelings
•95% of human communication is unconscious, and 80% is non-verbal •Vanilla is perceived as nurturing while leather, wood, and wool are thought of as traditional •The color white is typically considered pure •Large amplitude modulation in music is typically associated with happiness, activity and surprise
What is a Reed Diffuser
•A new environmental fragrance delivery system that is both decorative and functional. •Consists of a fragranced liquid and a wicking system. •Current market products last 60-180 days depending on container size, number of reeds, and formulations. •Liqid consists of fragrance oils and carriers such as alcohol or othe •Petrochemicals
Candle Wax Additives
•Additives - Stearic Acid - used to harden wax. - Vybar - enhances the ability of wax to hold fragrance. - UV Absorbers - helps to maintain color of candle.
Linear Fragrances for Air Care
•Adhere to evaporation properties rather than odor character. •Weight lose proportional to vapor pressure. •Achieve linearity with components of similar vapor pressure. •Vapor pressure of a fragrance oil is the sum of individual partial pressures of its components.
Commercial Air Fresheners
•Air freshening is a system. •Air freshening units serviced by I&I companies every 30 or 60 days. •Mal odor control is the most important function. •Mal odor counteractants and antibacterial ingredients used in air freshening units.
Candle Safety Tips
•Always keep a burning candle in sight. •Place burning candles at least 3 in. apart from each other •Never burn candle near anything that can catch fire. •Keep candles out of reach of children and pets. •Trim wicks to ¼ in. to prevent dripping and uneven burning. •Always use a candleholder specifically designed for candle use. •Keep candleholder on stable, heat resistant surface. •Always read and follow manufacturer's directions •Keep candle away from drafts, vents, & fans. •Never move a candle when the wax is liquid •Never extinguish candles with water. •Extinguish a candle if it smokes, flickers, or if flames are too high.
Commercial Air Fresheners Facts
•Aroma chemicals used as odor neutralizers include: anethole, camphor, citral, eugenol, menthol, thymol •Mal odor counteractants entrap malodor molecules. •Standard malodors include: •Kitchen odors •Tobacco •Body •Bathroom •Hospital •Malodorcounteractants are non odorous materials that react with mal odor materials and neutralize their scent •by entrapping or changing the odor causing molecules
Bath and Body Works
•BBW has more vanilla than Yankee from variants such as Warm Vanilla Sugar, Frosted Cupcake, Homemade Cookies, Vanilla Snowflake •Apple is over-represented for BBW, with Country Apple and Winter Candy Apple top variants •BBW has fewer and smaller seasonal variants, and forgoes anything Christmas •Instead, it has signature variants such as Japanese Cherry Blossom and Moonlight Path that go all year round
Air Care Delivery Systemsfor the Home
•Candles •Aerosol Cans •Electric Plug - ins •Tech Trends •Aroma Reeds •Gels
Candle Purchasing Habits
•Candles purchased through other retailers account for 86% of sales. •Where do you buy candles ? •Walmart and Target 59% •Specialty stores 36% •Candle Stores 34%
Fragrances for Commercial Air freshening
•Cherry •Bubble Gum •Spice •Lemon
Areas of Expertise of I&I
•Cleaning •Water Use •Air Care •Laundry •Sanitation •Environmental
Why Sensory Branding Now?
•Consumers have more touch points with products and retailers. •Overload of visual messages challenge marketers to make their message stand out. •Visual communication leaves out a third of a person's received communication
Distribution Channels of I&I
•Direct sales and indirect supply - product supply consolidated with other categories of consumables. •Indirect sales and indirect supply - distributors, food wholesalers, non-food distributors and cash & carry outlets
I&I Industry
•Each company specializes in one or more categories. •Diversey operates in 6 categories including food service, floor, restroom, laundry, restaurant, and housekeeping. Specialty is food processing. •GoJo focuses on health care and hospitals, Creators of Purell for hospital use, becomes national phenomenon. •Spartan creates environmentally safe products.
Major Objectives of I&I Industry
•Ensure •Ensure safe and hygienic conditions for all •Safeguard •Safeguard the users of all its products and services •Protect •Protect the environment
Elements of a Candle
•Flame Height •Molten Pool •Wick •Wax •Fragrance •Additives •Wick Tab
Candle Wicks
•Flat Cotton Wick - Used for taper and pillar candles. •Square CottonWick - Used for high levels of fragrance and color. •Cored CottonWicks - Use cores of paper, cotton and metal. •Specialty and Oil lamp Wicks •Wood Wicks
Hygiene and Safety of I&I
•Focus on delivery systems and well as products. •Specialized packaging systems •Controlled dosing. •Provide own equipments such as specialized washing machines.
Heated Air Fresheners & Quality Control
•Fragrances must comply with regulations established by CARB- California Air Quality Control Board •VOC - objective to reduce the volatile organic compound emissions. •Plastic components free from sharp edges and cracks. •Product tested for controlled release.
History and Design of Heated Air Fresheners
•Glade Plug-ins were among the first commercial product to use heat generated by electricity to disperse fragrance. •Design a. Plastic tray containing a fragranced gel. b. Tray inserted in a plastic unit equipped with electric prongs that plug into a standard outlet c. Electric current causes the heating element to warm up, vaporizing the the volatile fragrance component. d. Fragrance tray lasts several weeks and consumer just adds a new tray when gel is gone. •Design cont'd: f. Lid stock of tray designed to both hold scent and let it out at acontrolled rate. g. Proprietary laminated film made with multi-barrier and permeable membrane. h. Compatibility of fragrance with and lid material is key to product performance. i. As fragrance released the gel cracks and dries out visually signaling to consumer when to replace tray.
Wellness Positioning
•Growing interest in aromachology where the dynamics of scent chemistry can be used for perceived health benefits. •Essential oils are successful in other categories and are moving to air care. •The use of simplified formulations, plant - based ingredients and free-from claims are gaining momentum. •Interest around the environment continues to grow. •Airwick's Essential Mist diffusers
End Use Segments of I&I
•Industrial •Food & Lodging •Building Service Contractors •Drinks Processing Units •Retail Outlets •Healthcare Facilities
Product Segments of I&I
•Janitorial & Sanitation •Industrial & Technical •Food Service & Kitchen & Catering •Food Processing & Manufacturing •Laundry
Limited Editions
•LE and seasonal editions provide lower risk to air freshener brands. •Air care consumers demand newness by 61 % in national survey. •Easy way to try out new scent stories. •Use of trend forward twists on classical scents for holiday.
Typical Propellants
•LPG - liquefied petroleum gas - mixture of propane, isobutene, and n-butane, derived as by-product of petroleum industry. •Di Methyl Ether - alternative liquid propellant. •CFC - chlorofluorocarbons - liquefied propellant gases. No Longer used. •Non-soluble compressed gases - compressed air and nitrogen - alternative to LPG. •Soluble compressed gases - carbon dioxide - used in deodorants, personal care products, etc.
Supply Structure Key Points
•MULO candle market highly fragmented. •Only one company claims a share greater than 10% - SC Johnson •Private label and "other companies" have largest share. •Affordability most important aspect of candles in this market.
Candle Organizations
•NCA - National Candle Association •ALAFAVE - Latin American Candle Assoc. •AEC - Association of European candle Manufacturers •CPSCO -Consumer Product safety Commission •USFA - U.S. Fire Administration •IGCA - International Guild of Candle Artisans
Pura Home Fragrancing Device
•Operate via the Pura APP through your phone •After downloading the APP switch back and forth between 2 scents •Turn on or off and adjust scent intensity from anywhere with the APP •LED nightlight feature •Cruelty free and non-GMO •Custom scent partnerships with NEST, LAFCO, Antica Farmacista, etc.
Candle Wax
•Paraffin Petroleum by-product classified by melting point. (point at which changes from solid to liquid) - Low MP 130F - used in containers - Med MP 145F - used in pillars - High MP 145+ - used in tapers, carved •Soy Wax - Economical - All Natural - From a renewable resource - MP - 120F to 180F •Beeswax - MP - 150F - All Natural - Expensive •Carnauba Wax - From Brazilian Palm Tree - Hard •Gel - gelled mineral oil - LD, MD, HD •Candelilla Wax - Make from reed like plant - All natural - Brittle and hard •Palm Wax - Plant Based - Natural
Party Lite Candles
•Partylite differs that their citrus camp is in the top three scent categories opposed to the aromatic camp for both BBW and Yankee Candle. •Fruity camp is almost half of the Partylite portfolio, with fruity/red fruits being a large majority of the camp. •The ever growing woody camp is very well represented for Partylite, BBW and Yankee Candle are predicted to launch more variants within this camp.
Aircare Need States
•Purify is about germ killing, santizing and hygiene; it has an odor elimination component, but as a secondary benefit •Revive is about revitalizing dead air, the daily function of an airfreshener - it has both OE and mood in it •Ambience is about creating an atmosphere or mood for the home, often seasonally •Purify and Revive and Revive and Ambience overlap considerably
Reed Diffuser Design
•Reeds made of natural naturals such as rattan, porous wood, paper, other man made materials. •Other materials such as bamboo, or synthetic flowers added for decorative purposes. •Liquids which consist of fragrance oils and carrier liquid such as alcohol or other petrochemicals which at drawn up through reeds via capillary action.
History of Candle Making
•Romans use tallow and reeds for candles. •Middle Ages use beeswax. •Colonial Women use bayberries. •18th C use spermaceti wax from whale oil. •1850 begin use of paraffin from oil. •1980's gel candles from mineral oil.
Ecolab: Largest I&I Company
•Sales: $5.7 Billion •Products: Institutional, food and beverage sanitizing, professional floor care, personal care, commercial laundry products, pool and spa management products. •International Sales: $3 billion •Growth areas: hospitality and health care, increasing international business in restaurants and food service.
Service and Training in I&I
•Set up •Set up appropriate washing and maintenance procedures. •Assist in •Assist in sustaining and maintaining specialized equipment. •Train •Train personnel on use. •Repair •Repair of equipment once in place. •Advise •Advise customers on documentation of hygiene and cleaning routines and procedures. •Assist •Assist customers in conformance to all federal, state and international regulations. •Target •Target specific conditions and problem in geographical area ( i.e. hard water)
The Mister
•Spray mechanism used to dispense scent. •No propellant under pressure. •Uses plastic of glass bottle. •When you pump the trigger mechanism you lower the air pressure in the tube running down into the bottle. •The pump forces some of the liquid out through the tube into a nozzle so it turns into high speed droplets •These droplets are much large than the droplets expressed from a "so called" aerosol can.
Yankee Candles
•Strength in aromatics for fall and winter • Pine surprisingly limited •Fruits concentrated on berries and apples •Gourmand is huge
Vehicle Care
•Strongest growth area in air care with gains of 3.6%. •Odor elimination needs are paramount given long commute times, food, kids and pets. •Cobranded scent offerings very popular with P&G's laundry scents such as Gain. •Febreze recently introduced Old Spice type for care air care to compete with Little Tree's #1 Black Ice Fragrance.
Types of Candles
•Tapers •Votives •Pillar •Luminaries •Container or Filled •Tea light •Specialty •Gel •Floating
Candle Fragrance Evaluation
•Test in same size container with same fragrance load. •Samples left to age for 1 week •Cold throw - impact of fragrance in candle before burning •Hot throw - odor impact of candle while burning.
Methods of Eliminating Malodors in the Air
•The control of odors is addressed by five classes of mechanisms; •Adsorption: Adsorbents like zeolite, activated charcoal,[1] or silica gel may be used to remove odors. •Oxidation: ozone, hydrogen peroxide, peroxide, chlorine, chlorate and other oxidizing agents can be used to oxidize and remove organic sources of odors from surfaces and, in the case of ozone, from the air as well. •Air sanitizer: Odors caused by airborne bacterial activity can be removed by air sanitizers that inactivate bacteria. •Surfactants and soaps [1] •Masking: Overwhelming an odor with another odor by any of the means described above.
I&I Strategies for the 21st Century
•The environment and sustainability are key considerations during the research and development of new products. •Development of bio based ingredients derived from soy, sugar and corn. •Less direct contact between products and users through electronic dosing and computerized devices for remote maintenance. •Avoidance of any ingredients that are environmentally unfriendly. •Concentrated focus on use of renewable resources in product design and package design. •Reduction of packaging materials. •Emphasis on home and clean for the hospitality industry. •Focus on fragrance and improvement of air quality. •Reduction of water and energy consumption. •Creation of products targeted towards elimination of avian flu, other flu viruses, staphylococcus infections etc.
Development of Fragrance for Aroma Reeds
•The flash point of an aroma reed formula is usually over 145 degrees F so that it is not flammable. •The flash point of the fragrance oil affects the flash point of the finished bulk. • Each product requires custom formulation to ensure product stability and consistent performance •Fragrance levels range from 15 to 30 percent.
Aircare, a Thin but Intense Category
•The top 26% of buyers account for two thirds of the dollars •Women in the 'Home Fragrance Lovers' segment amount to 33% of category users but over-index on all formats and all scents •The category is highly seasonal, especially in candles, which index 71 in June and 255 in December •Fragrance tastes change by format, from fresher, more neutral scents in instant action to fruits, florals and gourmands in continuous action and candles
Market Size of I&I
•U.S. - $10.7 billion in 2014 •Growth rate - 4% •No. of players - over 800 companies •World - $40 billion in 2014 •World growth Rate - 3.7%
Aerosol Valves
•Valve cup - aluminum or steel •Outer gasket - seal betw. cup & can. •Valve housing - stem, spring, inner gasket. • Valve Stem - tap for product. • Inner gasket - covers hole. • Dip tube - allows liquid to • enter valve. • Actuator - covers valve stem.
Essential Questions for Modern Families
I WORK IN THE HOME CATEGORY •Am I addressing the very real needs of families to support their caregiving demands with aging parents and children in the home? •How can I offer services and products to homes that include pets and plants as part of their family formations? •As women continue to do the most unpaid work in the home, what are the ways I can support her and appeal to her sensibilities? I WORK OUTSIDE OF THE HOME CATEGORY •Is convenience being considered for women who are spending time with unpaid housework? •Am I considering price structures that work to appease the Gen X caregivers who worry considerably about the cost of caregiving? •How can my messaging and positioning connect with men who are doing more around the house?
Humidity drives Heavy Use
Regions and climates •A/C is everywhere, in 100m homes (87%) •Northeast, Atlantic and North Central •Freezing cold dry winters shut people in •Hot summers are humid •Southeast and South Central, humidity and heat •Southwest and Mountain states •Dry, mostly semi-desert •Pacific states •Wet but not snowy in Northwest •Dry but humid along coastline - California •Implications for aircare •Less malodor than expected, air drier • •Being shut-in build up malodors, but air is often dry •Spring-summer breeds mold/mildew, boosts odors •Epicenters for aircare are Atlanta and Houston • •Deserts don't smell, homes need less aircare west of the Mississippi •Behaves like Northeast
Major Players in Air Care and % Share of Market
SC Johnson 22.0% P & G 17.6% Reckitt Benkiser 13.5% Newell Brands 6.20% Henkel 3.79%
Once again, Generation X is stuck in the middle
Surrounded by demographic and lifestage changes among the surrounding generations, Gen X is bearing much of the financial burden that comes with caring for both children and older parents. Financial control and stability are critical to Gen X, and the toll of caregiving is upsetting their emotional and financial balance sheets.
Community: Making connections flexible
There is an increased desire for flexibility and mobility as people switch jobs more frequently, move between houses more often or opt for a nomadic home. Despite this desire, belonging to a community remains a key component of feeling at home. As the definition of what constitutes a home changes, so does the definition of community. Co-living continues to be an economical choice for owning a home and finding community, however, these living models are being reinvented to share more than just a dwelling space. New models of co-living aim to create a community hub that focuses on connection.
Heated Air FreshenersGlade Plug-ins
Three Popular Types: 1.Gel 2.Liquid 3.Light Show
Demographic forces are reshaping the American household
Today, we find ourselves at an inflection point of critical shifts in household structures, with far-reaching consequences that will fundamentally change not just the home category, but the entire marketplace. Traditional family structures are evolving, driven by declining marriage and fertility rates. Success in the future will require re-calibrating our traditional definitions of home and family to new norms.
Wherever we call home, we're spending more time there
Whether owning, renting, living with parents, or crashing on a friend's couch, home still plays its traditional role of being a comforting respite from the outside world. So comforting, in fact, that people aren't leaving as often as they used to. With so many amenities now available at their fingertips, Americans are increasingly opting-in to staying in for a variety of reasons.
THE MARKET of aircare
- The aircare aisle is confusing to shoppers, there's too many formats and not enough room for the scents - Frequently leave the aisle unable to find what they want - A market unusual in packaged goods in appealing highly to a narrow segment of consumers - 26% of households buy two thirds of all category sales, and just 9% buy 40% of total sales - They're usually searching both for bargains, but also more scent, and the new scents FORMAT comes before scent in choosing an airfreshener as format solves room needs - FABRIC REFRESHERS remove malodors mainly by evaporating them off with water - Febreze, which has an 86% share and 31 scents, also contains cyclodextrin as a 'reason to believe' - Plus a 'brick' of malodor fighting fragrance materials - aldehydes, some florals, woods - AEROSOLS are 'instant action' air fresheners designed to knock down malodors, and also act as a finishing touch to cleaning - Half or more of aerosols are used in bathrooms, the next highest use being kitchens - AUTOSPRAYS are automatic sprays which use metered dose aerosols delivering about 2,400 doses per can - Low to high setting is a spray every 12, 30 or 36 minutes good for 30 to 60 days - They get used mainly in living rooms for a light but continually refreshed scent - the sound of actuation is critical - ELECTRICS are powered and still represent the base layer of fragrance for the house; aircare refills last 30 days in the US and 60 days or more in Europe - This format straddles Revive and Ambience needs better than any other - But with a radiance Threshold of about 12 feet, they struggle to fill a Great Room PASSIVE GELS are 90% composed of carrageenan like Renuzit Cones - cheap and cheerful, chucked behind the toilet PASSIVE LIQUID MEMBRANES like Febreze Set & Refreshrequire careful formulation, but have grown bigespecially in cars
WAX MELTS
- Wax cube melts are literally wax cubes that melt on a warmer powered by a 25 watt bulb that never gets more than hand-warm - Three benefits underpin rapid growth - Dosage: Scentsy at about 15%, and Walmart between 13% and 16% - enough fragrance to scent most of a floor, or a Great Room -- plus, provide an unparalled hit of scent at shelf - Lack of flame: A surprising number of people (4 of 50 in our home visits) have had candle fires - Most restrict candle use when kids are little - Many are finding candles irritate breathing and dirty surfaces due to smoke - Mix n' Match: Over 70% in our G-Source paneling say they mix wax cubes to create custom scents, usually mixing vanilla with a floral or fruit
Martin Lindstrom - Millward Brown Study
- sense of smell is our 2nd most important sense - signature scent will help increase brand awareness
Attitudes about gender suggest a breaking down of binaries
79% of Americans believe that there are two genders: men and women.1 Yet traditional ideas about gender roles seem to be evolving ttoward greater equality. In the home, the pressure to adhere to gender norms is relatively low, and both mothers and fathers seem to see their roles as parents as equal.
Essential questions for the home as a hub
I WORK IN THE HOME CATEGORY •Am I helping homeowners celebrate and appreciate their ownership status? This is one of their proudest accomplishments in life—does my product or service reinforce that pride in some way? •As Americans are spending more of their free time in their homes, how can I help make the home a more social and experiential destination? •What other categories can my products and services connect to in order to facilitate flow for Americans in their homes? How can I optimize these partnerships? I WORK OUTSIDE OF THE HOME CATEGORY •As Americans spend more of their free time in their homes, how will that impact my ecommerce strategy? •How will different household structures affect who makes the purchasing decisions in the home? •Is my product or service able to adapt to the changing nature of the household? Are any of my competitors better-suited? How so? •Is my messaging reflecting the modern role of the home in the lives of my target consumers? Is the language and positioning up to date?
Essential questions for Enabling Flow
I WORK IN THE HOME CATEGORY •What can I do to help minimize upkeep for homeowners? Am I accommodating their desire to free up time for more meaningful goals? •How are my products and services helping people stay connected? Am I providing options that fit the needs of both mobility and community? •If there are more influencers in the home category, how do I maintain my position as an expert in the industry? Can I team up with influencers in a novel way? I WORK OUTSIDE OF THE HOME CATEGORY •Do my products require maintenance and / or are they taking away from the headspace of consumers? If so, how can I alleviate this? •As more people seek mobility in their home life, can my brand purpose or platform be a common theme for people to congregate around and find a community? •Consumer are looking for creative outlets and self-expression. Where does my brand fit into this need? •Is the do-it-yourself mentality creeping into my category with consumers finding financially-savvy hacks? Is this a threat or an opportunity for my brand?
Economic forces are driving change in home ownership
In the past, economic change occurred within the context of pretty stable demographic circumstances. But shifting demographics can amplify the effects of economic change. Income inequality continues to worsen, and while home ownership has slightly increased over the last three years, affordability issues and smaller families make pre-recession ownership rates unlikely in the near future.
The home is no longer just a house
It's hard to blame Americans for spending more time at home. The modern home is a multipurpose space, encapsulating what used to be separate places in people's lives. Driven my technological innovation, the home is no longer just a house.
Renuzit Gel Air Fresheners
Materials: Water Renewable gellant from algae Fragrance Color How It Works: Twist Cone upward to expose gel. Fragrance molecules released as gel evaporates.
Home ownership: More accomplishment than aspiration
Nearly every American homeowner is proud of his or her homeowner status. By that measure, the traditional American Dream seems alive and well. But home ownership as an aspiration tells a different story. In the last six years, the sheen of prospective home ownership has worn off, particularly among Millennials and Xers, who are at peak home-buying age.
Unique Shape of Aerosol Cans
•WHY A CURVED BOTTOM? •In most aerosol cans, the bottom curves inward. This serves two functions: •The shape strengthens the structure of the can. If the can had a flat bottom, the force of the pressurized gas might push the metal outward. A curved bottom has greater structural integrity, just like an architectural arch or dome. With this shape, most of the force applied at the top of the curved metal is distributed to the sturdy edges of the can. •The shape makes it easier to use up all the product. Draining a flat-bottom can would be like sucking up the last little bit of a glass of water through a straw: You would have to tilt the can to one side so the product would collect under the plastic tube. With a curved bottom design, the last bit of product collects in the small area around the edges of the can. This makes it easier to empty almost all of the liquid.
Candle Business Overview
•Women aged 55-64 fastest growing segment yet younger women buy most candles. •Importance of fast growing Hispanic population. •Candle sales dependent on number of households since considered key decorating element. •Manufacturers encouraged to position high-end fragranced candles as designer items. •Candles made with alternative materials continue to grow. •Candles used as air fresheners face strong competition. •Christmas/winter holiday season represent 35% of candle sales. •Candles must be positioned as functionally on a par with sprays and plug-ins.
