Household product scents are getting stronger.
Household product scents are getting stronger, driven by consumer demand for newness.
Why it matters
- Changes in product scents can affect consumer loyalty and physical comfort.
- Scent is deeply tied to memory and emotion, making it a powerful tool for brands.
By the numbers
- Dawn changed its fragrance in February 2024 based on consumer testing.
- Almost 40% of people would rather lose their sense of smell than their hair (Rachel Herz study).
The big picture
- Brands use scent to evoke emotions and create strong consumer connections.
- Changes in scent can lead to backlash from consumers, as seen with Dawn dish soap.
What they're saying
- Consumers have complained about strong scents causing discomfort and headaches.
- Some consumers have switched to scentless products due to strong fragrances.
Caveats
- The article is based on anecdotal evidence and consumer complaints, not a scientific study.
- Individual experiences with scent can vary widely.
What’s next
- Brands may need to balance the demand for newness with consumer preferences for familiar scents.
- More research could be done on the effects of strong scents on consumer health and well-being.