ECJ EUROPEAN Cleaning Journal

Ann Laffeaty asks companies what they consider to be the chief function of an air freshening system in public environments and finds out what makes fragrancing such a crucial part of the cleaning and hygiene industry.

MOST OF US VISIT public spaces several times a week – even every day – whether these are offices, restaurants, pubs, hotels or shopping centres. And these outings may well incorporate a visit to the washroom. We will barely notice the aroma of the environments we visit unless they happen to smell particularly unpleasant. But an air freshener system of some kind is likely to be in operation at most of these public spaces.

Why, though? What is the main role of an air freshening system? Is it simply to create a good impression on the part of the visitor, whether conscious or subliminal? Is it important to convince people that a particular environment is clean? Or maybe there is a more cynical reason for using a certain fragrance: perhaps it has been developed to persuade customers to part with their money, for example?

The role of an air freshening system will depend on the type of venue in question, says Vectair’s vice-president of marketing Chelsey Schwartz. “Ultimately it is all about reinforcing the ambience the facility is trying to create and making a positive first impression on the visitor,” she said.

However, she adds a fragrance can have other functions as well. “It can truly influence the mood of a visitor whether it makes them calm and relaxed or whether it leads to them feeling energetic and excited,” she said. “Choosing a fragrance and delivery system that aligns with a company’s business goals can have really impactful results.”

The purpose of a fragrance will vary according to the type of facility and the customer’s particular needs, she said. “Facilities should look for products that contain malodour neutralisers to help eliminate bad odours from the outset,” said Schwartz. “They should then choose a fragrance that meets their goals - whether this is to reinforce the cleanliness standards of the facility or to influence customers’ buying behaviour.”

Change in trend

Citrus scents have long been traditionally used in washroom facilities but Schwartz says Vectair has noticed a change in this trend. “Higher-end fragrances are making their way into the washroom as facilities look to differentiate themselves from the more traditional scents,” she said. “The right fragrance - when paired with other higher-end washroom features - can become a finishing touch in creating an upmarket experience.”

She says the choice of system will play a significant role in its effectiveness, depending on the environment. “Factors to consider when choosing a delivery system will include how customised you want the experience to be,” she said. “There are products that provide a high level of flexibility in terms of programming and fragrance intensity, as well as battery-free passive systems that offer a consistent release of fragrance over a 30-day period.”

The main function of an air freshener will depend on whether it has been designed as a ‘scent marketing’ fragrance or as a deodorising one for masking unpleasant odours, says Hyprom’s marketing and communications director Dorothee Dinner.

“In the first case, the main objective will be to create an olfactory ambience that puts the customer in a positive mood with the hope that this will lead to a prolonged visit and a purchase,” she said. “In the second case, the aim will be to inspire confidence. For example, a deodorised washroom will conjure up an impression of cleanliness for the user.”

The right fragrance will help to influence the customer’s purchasing decisions, according to Dinner. “This trick is as old as the hills,” she said. “A pleasant smell in a bar, spa or even a retail store will make you want to stay and spend money.“

When we are in the mood to buy, our olfactory sense will be awakened almost in spite of ourselves. We might become aware of the smell of good leather when buying a bag or a pair of shoes, for instance, or we might perceive fresh garden scents when purchasing fruit and vegetables. And bakeries may well order fresh croissant aromas from olfactory marketing companies.”

Hyprom offers fresh, fruity fragrances such as citrus for masking malodours. “However, the composition of the scent will be more complex and closer to a skin perfume when creating a pleasant atmosphere,” she said. “As for diffusion, the choice of system will depend on the size of the room and the air flow.”When it comes to masking a bad smell or creating a pleasant ambience, the fragrance formulation required will be highly specific, she says. “This is more important than the method of diffusion,” said Dinner.

Customer experienceFragrance forms a key part of the customer’s washroom experience whether this is conscious or subconscious says Essity communications director Jenny Turner.  “When visiting a public facility such as a shopping centre, stadium or restaurant, many customers will need to use the washroom while they are there,” she said. “Their experience will then form part of the impression they have of that business.”

In Essity’s 2024 Tork Insight Survey,, 64 per cent of the 6,000 respondents questioned said they felt air fresheners to be either very or extremely important in passenger terminal and sports stadium washrooms, said Turner. And this figure rose to 67 per cent when the respondents were asked about restaurants.

“Overall there was a clear preference for scented washrooms in our survey, with three out of four people preferring the presence of scent,” she said.Bad washroom odours can have a negative impact on the reputation of a business and can lead to customer complaints, according to Turner.

“However, many traditional air fresheners struggle to be effective due to their ‘spray and fade’ effect, which means the scent is overly intense when it is first sprayed and then quickly fades away,” she said. “A spray unit also needs to be placed high on the wall to deliver freshness to the whole washroom, and this is not ideal for dispenser checks and refilling.”

Prodifa’s commercial export manager Séverine Bossaert believes the chief function of an air freshener is to create a good impression on the visitor. “If the source of any unpleasant smells cannot be eliminated, a fragrance diffusion system will be required to remove any doubts about the hygiene of the environment,” she said.

“In this type of situation it is not sufficient to simply mask the unwanted odours with a powerful perfume, as this will only last for a limited time before the smell breaks through. The key here is to use a device which encapsulates the undesirable olfactory molecules and then eliminates them once and for all.”

Unique and specific

The choice of fragrance will depend on the environment and the objective, she says. “Citrus notes offer strong coverage and will be immediately identified as creating an impression of freshness and cleanliness,” said Bossaert. “But if the aim is to create a soothing or dynamic atmosphere or even an olfactory identity, it needs to be unique and specific to that establishment.”

She says every public location will have different needs and requirements. “The recommended fragrance must therefore be carefully studied to achieve the desired objective,” she said. “Similarly, the type of dispenser and the intensity of its programming will be determined by the type of establishment and the traffic it generates.”The right fragrance will have a powerful influence on a visitor’s emotions at the point of sale, Bossaert believes.

“It will differentiate the establishment and create an emotional bond with the customer while also generating positive emotions,” she said. “It can also act as a stimulus for impulse-buying and make the customer more inclined to explore the products and services on offer. And it will enhance the customer experience and reinforce brand image.”