Fragrance Notes Issue 3, 2018 - Page 13

NOTABLE NOSES and then the U.S. the next hour, and what you see by doing that is how conservative some markets are. For example, my sense is that the consumers in North America are quite traditional in their approach to laundry scents. Generally, they seem to want their clean clothes to either have no smell or to convey a sense of “freshness.” In other parts of the world, such as Latin America and Southeast Asia, you can get away with more sensorial, or perfume-like, fragrances, such as gourmand, sweet notes. So, you have to temper some of what you’re doing for the North American market. If you try to be too creative, you are less likely to be successful. Knowing that, knowing how far you can push the boundaries on any brand or variant, is a real asset. DANGELICO: What fragrance trends are you expecting to see in fabric and home care for 2019 and beyond?   MARR: For fabric enhancers, I think there will be a much greater blurring of the lines between fragrances that are typically used in the more sensorial variants (more perfume-like) and those used in the base ones. Consumers who generally buy the base variants will accept a much more sensorial fragrance than they did before. As for detergents, we will see more sophistication. Fragrances designed for enhancers, which are generally more sophisticated, will make their way into detergents. We will also see more and better technology employed in these products, especially in the areas of malodor control and long-lasting freshness… The future will become more about performance, delivering all the right cues at the right time. We will also see fragrances aligning themselves better with brands’ emotional communication strategies. U.S. directly after someone else has used it. By contrast, it’s a matter of life and death in some other countries. We are trying to change the culture in a country like India to encourage people to use public latrines as opposed to open defecation, which in turn causes sickness, disease, and death. Using fragrances in cleaning products with malodor control technology in them is one way to make these environments more attractive to use. At Firmenich, we have partnered with The Bill & Melinda Gates Foundation, which has brought together toilet manufacturers, NGOs, government organizations, technology companies, and others to help end open defecation in these developing countries. I have been a part of this work for several years, and we’ve gone on field trips to Uganda, Kenya, and India. We’ve been to some of the undeveloped areas in these countries and seen first-hand the state of these latrines and how they are or are not being used, and we’ve been able to test products and technologies right on site. We’ve interviewed people in those areas and seen the benefit of the work that we’ve done in the lives of these people. The big incentive is to move people out from open defecation into controlled, cleaner latrines, and the fragrance industry’s malodor-control technology is key in this effort. When you see the number of child deaths caused by diarrhea each year in India, they’re staggering. And if we can have even a small impact on that, then that’s really motivating to see and encourages my involvement even more. DANGELICO: Where do you go for inspiration or creative outlet?   MARR: I travel a lot. I get inspiration for new ideas from being outside my own comfort zone, from watching and “living” in others’ worlds. For example, I love the vibrancy and noise of a place like Bangkok or Ho Chi Minh. Other people say, “Why do you like the chaos, clamor, and pollution?” To me, I don’t have to live there, but to visit and to see it is just inspiring. I admire how people approach living in that environment and how resourceful it makes them. They don’t necessarily have a lot of resources at their fingertips, but they achieve so much. And when you see what they achieve with so little, for me that’s inspiring. I think people who haven’t visited these places would benefit a lot from going. But really, inspiration can come from anywhere, from the least-expected times and places. You hear, see, or feel something and that can spark the very beginning of a creation. I also like to think about how, through our work, we are interacting with consumers from the moment they get up to the moment they go to bed. I don’t think a lot of people realize that. There are so many special moments and memories in life that are colored and sometimes even created by scent, and many of those scents are being created by perfumers like me and our industry. That is truly rewarding. FN DANGELICO: Can you talk a bit about malodors and your work in this space?   MARR: Malodors are a big topic these days, everything from bathrooms to bodies, kitchens, and fabrics. Consumers have moved on from just expecting their products to smell nice. They want more—anything that can be considered an added functional benefit that can be delivered through the fragrance in the product, and malodor counteraction is one of the biggest. Malodor counteraction has varying levels of importance depending on what market you look at. For instance, it’s inconvenient or unpleasant to use a public bathroom in an established market like Western Europe or the Issue 3, 2018 | FRAGRANCENOTES.ORG | 13