|GHQ| TALKING SHOP
Talk about Arylessence.
Gary Sycz: We are a leading creator of fragrances and flavors,
based in a state-of-the-art facility near Atlanta. We create innovative scents and tastes for the nation’s largest retailers and national
consumer brands in home care, beauty and personal care, laundry,
household cleaners, candy, snacks and beverage, to name a few.
We are a creative, innovative solution partner for our customers,
offering integrated services in business development, marketing,
quality control and assessment, regulatory affairs and logistics.
Why are fragrance and flavor important?
Fragrance and flavor is the emotional power of brands today. As
consumers, we buy products we like and we become loyal customers because we enjoy using the product, again and again. More
than any other product component, it is the beautiful fragrance
and tasteful flavor that creates the experience we enjoy.
Fragrance and flavors tap into our emotions. The scents that perfumers create are designed to evoke emotional responses—not in
a random way, but in a carefully orchestrated performance, right
from the very first moment you smell the fragrance. Winning fragrances and flavors are the fastest way for a consumer to say yes
to a product or brand. Nothing connects faster than a beautiful
fragrance and nothing is loved more than a distinctive flavor that
becomes part of the consumer’s life.
Why does fragrance and flavor matter in private label?
Today’s consumers expect everything in private label brands: the
right ingredients, superior performance, and above all, great fragrance and flavors. That is because everyone has been “trained”
by the marketplace to expect great scents and tastes in every category. That is why sensory factors are so critical for success—
shoppers demand them.
Today’s consumers are fragrance savvy. They love great fragrances; anticipate great fragrances in every product they buy; and
make great fragrance experiences part of their lives. That is what
transforms shoppers into lifetime customers. That is also why fragrance choices are so important for private label brands. Shoppers
like choice because selection allows them to better fit the product
to their personal tastes and preference.
If private label marketers make sensory factors important, they align their brand with
the expectations of discerning shoppers—
and, at the same time, reach out to every
customer in the store to compete effectively against national brands.
What is Arylessence’s latest innovation
and what was the inspiration?
In terms of innovation, every fragrance or flavor we create is innovative and unique, developed exclusively for each product and brand.
Our inspiration is the product itself, its performance, and the role
the brand plays in the consumer’s life. All consumers have expectations for the brands they buy; our fragrances and flavors are created to exceed those expectations to fulfill the brand’s promise and
performance and compete successfully in the store.
What makes Arylessence a good private label partner for
Arylessence works in a close, creative partnership with every
retailer. We bring creativity, insight and innovation to the product
development process so that fragrances and flavors can play their
role in making products successful and brands competitive. Our
perfumers and flavorists understand brands, they know what consumers are searching for, and they know what retailers are seeking
to achieve. Above all, they know that the key to developing new fragrances and flavors is to align scents and tastes with the product’s
positioning and promise, and with the consumer’s expectations.
What are some private label trends to look for in the coming
Retailers are realizing that they have the opportunity—and the
power—to compete for every shopper in the store, not just a small
segment of shoppers. Instead of positioning private label brands as
“price brands” or as national brand equivalents, smart retailers are
developing product lines that actually outperform the market leaders. This is a very real and achievable objective. The key to success is
the consumer connection—and, for most products in grocery, the
key to consumers is choosing the right flavors and fragrances.
WITH GARY SYCZ
Gary Sycz, director of business development for Arylessence, says
fragrances and flavors make huge contributions to the success of a brand.