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The leading, marketing-driven fragrance house, Arylessence, Inc., has announced an innovative 'sensory messaging' program to help personal care marketers develop private label brands that are competitive in the marketplace.
Developed to support the dramatic growth of private label brands in grocery, pharmacy, discount, and department stores, the new Arylessence program helps marketers develop winning fragrance concepts in an integrated approach that combines product formulation and technology, packaging, and the brand's sensory messaging.
"Private label brands today aren't just about saving money," said Steve Tanner, president of Arylessence, in a press release. "These brands are changing the consumer landscape. For retailers, it's about enhancing relationships with customers with 'own brands' that offer innovative fragrances, competitive technology and performance, sustainable packaging, and the right sensory messaging for consumers. For consumers, it's about body wash, lotions, creams and shampoos with fabulous fragrances that meet and exceed their needs in new ways, deliver multiple benefits, and create exceptional brand loyalty."
In an increasing number of personal care categories, the growth of private label brands exceeds national brands. Marketing analysts at the Mintel Group report that private labels led the liquid hand wash market in 2012 with a 29.8 percent share, maintaining the category's second largest share. In soap, bath and shower, private label growth rates exceed those of Procter & Gamble and Henkel.
"The real opportunity is developing high-quality private label brands with emotionally driven, winning fragrances that compete successfully against any challenger, including national brands," said Tanner. "Our development process brings key emotional and performance factors together in a unique sensory platform that helps marketers connect strongly with consumers to create customer satisfaction and brand loyalty, while enhancing their relationships with key retailers."
Arylessence perfumers, evaluators, and marketing specialists develop fragrance-driven sensory brands in a team-based environment with in-house experts on retail partnerships, private label management, and new business development.