Consumer Behavior Channel Distribution Technology in ...alafave.org/wp-content/uploads/2015/02/velasIngles.pdf · The Body Shop Calm Water “Water” Vert de Bamboo “Nature”

Consumer BehaviorChannel DistributionTechnology in AirfreshenersMarket TrendsNew Concepts

Who?When?Where?Why?

Who?

Woman94%

Men6%

Edge: 18 - 55NSE: C+, C, B & A

When?

Some Times50%

Frequently15%

Never20%

Hardly Ever15%

Where?Mass Market

Specialty Stores

Direct Sales

Bazaar, Markets, etc...

Mass Market57%

Specialty Stores15%

Direct Sales10% Others

18%

Why?Gift38%

Special Moment

18%

House hold44%

SpecialtyMass MarketDirect SalesPrestige

The Body Shop

Calm Water“Water”

Vert deBamboo“Nature”

Oceanus“Water”

Vanilla“Edible”

Lavender“Nature”

Exotic“Aromatherapy”

Well - Being

Crabtree & Evelyn

SummerHill

“Place”

SpringRain

“Water”

NantucketBriar

SavannahGardens“Place”

SonomaValley

“Place”

Decoration

Aromas Naturales

Melocoton“Fruit”

Hierbabuena“Nature”

Vainilla“Edible”

Rosa“Flower”

Antimosquitos“Functional”

Pino“Nature”

Aromatherapy

Aromas Naturales

Cola“Edible”

Fresa“Fruit”

Coco“Edible”

Caramelo“Edible”

Lavanda“Flower”

Aromatherapy

Vainilla“Edible”

Medialuz

RelaxMeditación Tranquilidad

PasiónAfrodisiaco

Anti-Estres

Aromatherapy

Bienestar

Armonía

Energía +

EnergíaInspiración

Medialuz (Elements)

Fire WaterAir Earth

Decoration

Medialuz (Lite Motive)

Fresa Fresa-ChocolateLavandaFrambuesa

Decoration

Jasmin

Canela- SpiceVioletaFrutas

Cranberry

“Fruits”“Fruits” “Fruits”

“Fruits” “Edible”“Edible”

“Flower”“Flower”

“Flower”

Hoja de Limón Pay de PiñaManzana VerdeChocolate Blanco Ginger Peach

BlueberryEucalipto

Decoration

Medialuz (Lite Motive)

“Fruits” “Nature” “Nature” “Edible”“Fruit”“Edible”“Fruits”

Decoration

Medialuz

Canela MagnoliaDuraznoDulce Navidad

La Rosa

EquinaceaTalcoCoco

Vainilla Sandalo

“Nature”“Edible” “Place”

“Edible” “Flower”“Functional”

“Flower”“Place”

“Fruit”“Nature”

Decoration

Medialuz“Fruit”

“Aromatherapy “Nature”“Nature” “Water”

“Blend”“Nature”

“Water”“Fruits”

“Place”

Hojas Verdes El MarFrutas ExóticasPino

Hoja de Cedro

Kiwi LimaBrisaCítricos

Pensando en Tí Asiática

Decoration

Medialuz“Fruit”

“Nature” “Nature”“Water”

“Flower”“Place”“Aromatherapy”

“Place”

Copo de NieveRomance Ambar Locura de Primavera

Flores BlancasVerbena Salvia

Fruta Tropical

Citronela Brisas Hawaianas

SCJ - Glade

Campos deLavanda

Frutos del Bosque

Jardín Campestre

PinoNavideño

HawaiianBreeze

Anti-Tabaco

SCJ68%

Others32%

Source:Nielsen 2001

Volume :268 M UEValue : USD$ 7.3 MM

Functional Nature Flower Places Places Places

RB - Wizard

Manzanay Canela

Rosa yMagnolia

FloresAplinas

Pino Nevado

Flores deVainillaFlores de

DuraznoCedro yNaranjo

Anti-tabaco

Source:Nielsen 2001

Others82%

RB18%


Places Edible Blend Flowers Functional PlacesEdible

Coty - Healing Garden

Morning Glory“Place”

Peach“Fruit”

Turquoise Seas“Water”

Source:Nielsen 2001


Private LabelsCarlton

Green Apple“Fruit”

Ocean Breeze“Water”

Laurelei“Flower”

Honeysuckle“Edible”

Lilac“Flower”

Cinnamon“Edible”

Stawberry“Fruit”

Source:Nielsen 2001


Private LabelsComercial Mexicana

Source:Nielsen 2001

Lavanda“Flower”

Durazno“Fruits”

Fresa“Fruits”

Vainilla“Edible


Private LabelsWal-Mart

Source:Nielsen 2001

Frambuesa“Fruits”

Vainilla“Edible

Bosque“Nature”

Durazno“Fruits”


Department Stores

AerosolsElectric diffusersCandlesPerfume burnersGelsLiquidsStick-upsCeramicsCar air fresheners

Perfume burners

Gels

Liquids

Stick-ups

Ceramics

Car air fresheners

Aerosols

Electric diffusers

Candles

Traditional & classic products

• One of the first air freshener products, still very popular.

• New kind ofaerosolcombiningdecorative aspect & functionality.

• Sophistication of the system withlonglasting perfume products

«Touch and Fresh» and «Air WickDecospray».

Aerosols

Manufacturing Process

Aerosols

Gas bottleCan

Caps

Valve

CONCENTRATED AEROSOLCLASSICAL

AEROSOL

SPRAYwithout propellant


AerosolsFragrance Loading: 0.8 to 1.0% in Classical Aerosol15 to 35% in Concentrated Aerosol1 to 2% in Spray without propellant

Solvent used in formulation:Water for Classical AerosolSpecific fragrances partially soluble in propellant andethylic alcohol for Concentrated Aerosol.Water and ethylic alcohol for Spray without propellant.

Electric DiffusersMain growing product in

room fragrances.

• The ancestor was insecticides against mosquitoes (cellulose)

• First electric diffuser : the «PlugIns» of Johnson in 1992

• In 1997 : Sara Lee launch the firstlonglasting electric diffuser, «Ambi-Pur».

Best progression in 2000

Electric Diffusers


HEATINGSYSTEM

FRAGRANCE AND SOLVANT CELLULOSIC

PAPER

PLUG

Electric Diffusers


Fragrance Loading:50%

Solvent used in formulation:Dowanol TPMDowanol DPM Emkanol

Time utilisation:Mostly 1000 hours

CandlesVery dynamic segment • Create an intimate ambience, a special

atmosphere in your home .• Perfume for hours the atmosphere.• Aromachology concept appeared first in

candles .

• Consumers consider that long-lasting perfumes are more effective.

• New kind of candles combining decorativeaspect & functionality .

Performing and trendy products

Candles


Wick with wax,lead wire, tin wire...

Glass Tube

Clear Gel

CLEAR CANDLE

ClassicalCandle Wax

CLASSICAL CANDLE

Candles


Fragrance Loading:4 to 6% in Clear Candle5 to 12% in Classical Candle

Solvent use in candle formulation:Paraffin Oil - Mineral oil in both candles

Perfume BurnersA niche product

with a limited penetration

• More decorative than convenient

• Complex & complicated preparation

• A sophisticated & up-market product

Decorative products

CERAMIC FRAGRANCE BURNER

Candle

CeramicFragranceBurner

Fragrance

Refill

Perfume Burners


Fragrance Loading:6-8%

Solvent used in formulation:Dowanol DPMWater

Time utilisation:8 hours


Perfume Burners

CeramicsIn decline, niche

products

• More decorative than convenient• Limited efficiency• Old design

Decorative products

Ceramics


Pieces of Ceramic


Fragrance Loading:Between 0.5 and 10% (It depends of the ceramiccapacity)

Solvent used in formulation:Ethylene digtycol, DPM...

Ceramics

GelsFirst gels = notreally esthetic

Basic & Stable Products

New Dual Action Air freshenersGel + Spray (room deodorisercontaining a compact gel whichcontinuously releases a fragrance and a spray for instant freshness).

•A new decorative productwith a new gel formulation:the Crystal ’Air of Air Wickcombining a decorative aspect & functionality.

Gels


Gel: Carrageenan, stearate,gellan gum...


Fragrance Loading:Between 4 and 15%

Solvent use in gel airfreshener:WaterSolubillizerEthylene digtycolDPM TPMLimonene...

Gels

Functional & stable products

Liquids

Functional & Stable Products

• Good value for money products .• Not really esthetic.• The wick tends to dry.

• New kind of liquids : Ambi Pur Bathroom• Is a new non electrical air freshener that

uses real liquid.

• Perfume to deliver freshfragrance. It lasts for at least 30 days.


Liquids

Caps

Cotton andpolyethylene

FragrancedWater

CLOSE OPEN


Fragrance Loading:1.5 to 2.5%

Solvent used in the formulation:Water and may contain very small amount ofEthylic Alcohol

Time Utilisation:1000 hours in wick maximum openning

Liquids

Stick upsOld products but still

present on themarket

• Second most popular air freshener product.

• Convenient : adhesive, adjustable.

• For small spaces.

Carraghenate gel or Cellulosic Fiber

Fragrance Loading:50%

Stick ups


Car Air Fresheners

Sophistication of Car Air Fresheners

• Introduction of AMBI PUR Car in 2000 : the first fragrance diffuser for car with refined & light scents (3 variants).

• Continuous fragrance efficiency & adjustableintensity.

• Introduction of AIR WICK Crystal ’Auto in 2002 (3 variants).

New

ProductsFragrancesConcepts

Packagings:Decorative, Colors...

Claims: airefresheners, ambience, anti-tobacco...

Any innovation in formulas:textures, waxes, wicks ...

Product

Major fragrance trends: Fruity and floralCreative fragrance themesCleanliness connotationRefreshing effectAiryNatural Light Deodorizing / reodorizing

Fragrances

New GreenGreen veggies: fennel, parsley, cucumber, basil, olive. Non-green veggies: Mushrooms, pumpkin/squash, yamsexotic green:Cactus.

New EdiblesCinnamon replaces vanilla.Spicy comfort notes: Curry, seeds, rum, peppercorn.Sweet and sour combos: Orange and chocolate.

Fragrances

New FloralsWhite florals: Tuberose, muguet…Beauty in the everyday: Mimosa, violet…Exotic florals :Lotus, tare, hellebore, narcissus, poppy…

New FruitsFantasy fruits and combinations abound.Exotic fruits:Lychee, guava, kiwi, nashi, yuzu, kumquat.Luscious fruits: Blackberry, pomegranate, red currant,cranberry.

Fragrances

0%10%20%30%40%50%60%70%80%90%

100%

1

ORIENTAL

WOODY

FOUGERE

FLORAL

SPICY

COLOGNE

CITRIC

AROMATIC

FRUITY

Fragrances

Coherence Between: PackageLabelVariantFragrancePositioning

Concepts

Concepts

Sweet...

Fresh Baked

Memorable

Nostalgic

Concepts

Single …or… Blends

Concepts

Single …or… Blends

Concepts

Forest

Gardens

Herbal

Concepts

Tropical

Purity

Oxygen

Concepts

Paradise

Fields

Island

Concepts

Well-Being

Sensuality

Relax

Concepts

Anti-TobaccoCleanliness

Concepts

Colors

Rooms

Design

Make your sensesbloom with this candleTea Collection, which

will make you findextraordinary scentson behalf of natural

herbs and fruits

Make your sensesbloom with this candleTea Collection, which

will make you findextraordinary scentson behalf of natural

herbs and fruits

Rememberinggrandma’s

cookies, or mom’sfreshly baked

cakes?... Gourmet

Rememberinggrandma’s

cookies, or mom’sfreshly baked

cakes?... Gourmet

Luminiscent Candle Collectionhas been thought for special

spaces in your home. With light, you bring life and new senses to

your home.

Any space, any little corner can be filled with sparkling special light...

Luminiscent Candle Collectionhas been thought for special

spaces in your home. With light, you bring life and new senses to

your home.

Any space, any little corner can be filled with sparkling special light...

If you are dreamingand feeling blue of

being in MagicPlaces try this

candle collectionthat will takes youright to the most

If you are dreamingand feeling blue of

being in MagicPlaces try this

candle collectionthat will takes youright to the most

Relax, feel sensual andvigorize your life and spirit

with Aromatherapycandles. All four scents

offer you something special. Depends on what you are

looking for...

Relax, feel sensual andvigorize your life and spirit

with Aromatherapycandles. All four scents

offer you something special. Depends on what you are

looking for...

This new Feng Shui candlecollection can help you

decorate and really makeyour home feel nice and

tranquil. Feng Shuisupports it’s theory with

colors and elements . Hereyou have them...

This new Feng Shui candlecollection can help you

decorate and really makeyour home feel nice and

tranquil. Feng Shuisupports it’s theory with

colors and elements . Hereyou have them...

What about kids?…Take their spaces androoms feel and smell as

they like to.Four different scents

that will make them feelreally kids!!!

What about kids?…Take their spaces androoms feel and smell as

they like to.Four different scents

that will make them feelreally kids!!!

Consumer Behavior Channel Distribution Technology in ...alafave.org/wp-content/uploads/2015/02/velasIngles.pdf · The Body Shop Calm Water “Water” Vert de Bamboo “Nature”

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