Recently, Fragrance Creators Association (Fragrance Creators) Director of Regulatory Science Dan Selechnik, Ph.D., moderated an insightful panel at the Cleaning Products US 2024 conference held at The Westin Arlington, Virginia. The panel, titled “Sense the Scent,” explored the crucial role fragrance plays in consumer purchasing behaviour and the value it brings to everyday cleaning products.
Selechnik was joined by panelists and distinguished members of the Fragrance Creators membership — Morgan Eberhard, Senior Scientist & Science Educator, NA Home Care and Global Air Care at Procter & Gamble; Stefan Brown, Research & Development Manager, Cleaning at Clorox; and Francisco Lozano, Business Intelligence & Data Analytics Manager/Perfumer Trainee at Arylessence — to examine the multifaceted benefits of fragrance in cleaning products from functional uses to emotional engagement.
Research has shown that fragrance plays a central role in cognition, well-being, motivated behaviour, and social interaction. It can create a calming environment, improve focus, and even influence mood — powerful drivers in product preference and consumer behaviour.
Eberhard, who also co-authored Fragrance Creators’ study on the essentiality of fragrance in household products, highlighted, “As the science of scent continues to evolve, so does our understanding of its impact on well-being and productivity. Fragrance is not just an accessory — it’s a core component of cleaning products and the consumer experience.”
Highlighting the underlying reasons why scented cleaning products remain a top choice for consumers, Brown noted, “Fragrance goes beyond just smelling good — it adds layers of functionality and pleasure to products that consumers engage with daily. A pleasant scent left behind by a cleaning product signals a job well done.”
Panelists shared insights into the emotional and psychological impacts of scent. Lozano emphasized, “Fragrance is a powerful tool in shaping how consumers perceive and interact with cleaning products. The right scent can transform mundane tasks into enjoyable experiences.”
“Fragrance is an essential part of cleaning products,” said Selechnik. “In fact, fragrance manufacturing was designated as essential critical infrastructure by the U.S. government due to the important role that fragrance serves in sanitizers, disinfecting wipes, detergents, soaps, and surface cleaners, such as masking odours that would otherwise discourage use and encouraging the proper use of products.”
During the Cleaning Products US 2024 panel, FCA emphasized its commitment to advancing the scientific research that underscores the essential role of fragrance in a wide variety of consumer products.
