ECJ EUROPEAN Cleaning Journal

Fragrance trends are not only affecting the way we like to adorn our bodies. Fashions in scented household products follow the latest trends too, according to IFRA UK, the fragrance association.

We are using homecare products, it seems, to conjure up memories or allow us to satisfy our wanderlust from home without straying from home.

One of the key trends for the coming autumn/winter season is aspirational, destination themes are affecting everything from air fresheners to laundry products.

Selena Thomas, a fragrance expert from CPL Aromas, a member of IFRA UK, says: "We're creating fragrances that reflect glamorous destinations. There is also a move towards gourmand scents, just as we are finding in fine fragrances and personal care. Home fragrances are becoming ever more sophisticated including ingredients such as tonka, chai and balsamic vinegar along with fruity scents such as strawberry".

Again echoing personal fragrance use, this season has us layering fragrances to create more personalised results or, in some cases, brands enable the consumer to pick their own fragrance combinations. "Fragrance layering is a big trend," explains Selena Thomas. "Scent beads in laundry are used alongside your favourite fabric conditioner to create and intense - and unique - scent."

Another industry expert, Rachel Thomas from Robertet UK, agrees. "There is a trend towards mass customisation," she says. If traditionally laundry products have been associated with women and babies, there's a new fashion here too. "Companies are catering for men with more masculine scents as well as packaging for air care and even fabric conditioners," says Rachel.

Cleaning isn't left out of this desire for new and exciting treatments. There are twists on traditional olfactive trends too. For instance, citrus no longer means a simple lemon scent; one example is of a pomelo / yuzu combination - yuzu being a fruit that bears a resemblance to a mandarin crossed with grapefruit to produce a very aromatic, elegant scent.

Roz Wicks from the Scent & Care Division of fragrance house Symrise UK, also an IFRA UK members, points to an "Enchanted Garden theme continuing in home fragrance; powdery notes and soft musks alongside the vintage flowers of violet and iris which have been given a frosted and slightly sugary spin for Winter. Pear is also a hot trend in new launches in home fragrance - with a more spicy variant for the winter season."

Another olfactive trend derives from relaxation. Heidi Envis, also from Robertet UK, explains: "Sleep therapy is influencing fabric care fragrances whilst mood and well-being are being addressed. Bergamot helps combat stress; eucalyptus and lemongrass help concentration; and ylang and sandalwood sooth and comfort".

The trend is not just for a single air freshener of fabric conditioning product but for scents that complement the room or the use of the fabric.

All the experts noticed a move towards concentrated products for cleaning as well as laundry, all of which give an intense fragrance to the home and our linens and clothing. Sustainability is a consideration combined with the entertainment value of using products that are fun and which lift everyday tasks away from the mundane.

IFRA is holding its annual Fragrance Forum on October 15 at the Royal Society in London.
The programme will feature three separate sessions. The first is The History of Olfaction: Wellbeing, Disease and the Built Environment. Session two is entitled Scent and the Senses - We Are What we Smell. Finally there is a session on Making a World of Difference.

Lisa Hipgrave, director of IFRA UK, said: "The effect of fragrance in enhancing and affecting our interpretation of our environment is a fascinating topic. Each year at the Fragrance Forum we seek to draw together the worlds of perfumery, industry and academia and this year we have engaged a superb group of speakers.

IFRA UK members have priority booking and will be allocated free tickets. Non-members may apply for tickets which are priced at £175 +VAT each by writing to secretariat@ifrauk.org

www.ifrauk.org