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Why are fragrance and flavor so
important for marketers?
Lori MiLLer Burns: For the attractive,
appealing, well-developed products that
consumers prefer, nothing is more important than fragrance and flavor. A winning
fragrance is the fastest way for a consumer
to say yes to a new product or a brand.
Creating exciting, provocative scents and
flavors that connect with consumers’ tastes
and preferences is where Arylessence perfumers and flavorists are focused. They
know that every serious marketer wants
winning fragrances and distinctive flavors to make their brands successful.
Arylessence has a successful track record
in working with store brand product developers to help create successful products.
What does it take for a company to
survive in this business climate?
If you help clients connect to consumers,
create preference, build market share and
generate powerful shopper loyalty, you
will have a great future in the fragrance
and flavor industry. That is what we have
achieved at Arylessence.
Where does Arylessence get its
First, our motivation is to help our cli-
ents create products that succeed with
innovative fragrances and flavors that
really connect to consumers and generate
shopper loyalty. That is absolutely criti-
cal. Second, our perfumers and flavorists
are extraordinarily motivated. For them,
success is about innovation, inspiration
and inventiveness. In addition, they want
their fragrance and flavor ideas to win
for their clients and make a difference in
the marketplace. Our professional evalu-
ators understand what clients are seek-
ing to achieve, see opportunities in the
marketplace and translate those insights
into strategies and approaches that our
perfumers and flavorists use to create
competitive fragrance and flavor advan-
tages for our clients.
Our marketing and research specialists
study consumer categories, current and
future trends, buying behaviors, the influence of color and packaging, as well as all
the dynamics of fashion, style, décor and
taste. Our clients depend on us for rich,
contextual strategies that move their store
brand business ahead. Ultimately, inspiration comes from insight. We offer valuable
insights that drive creativity and innovation, and contribute to store brand success.
What fragrance and flavor trends
are occurring right now?
Today’s shoppers are savvy when it comes
to fragrances and flavors. Leading brands
have trained them to experience and enjoy
new emotional sensory experiences. The
first standout trend that defines shoppers
today is “exhilarating” ideas that reflect
the consumer’s passion for health, fitness
and well-being. That is as true for Baby
Boomers as it is for Millennials. Second,
exotic spices sourced from all over the
world today are not only mainstream
ideas, but will continue to shape food and
fragrance design in the years ahead. Third,
provocative ideas, particularly in personal
care, attract both male and female shoppers who are looking for an edge in the
products they buy.
What is Arylessence’s approach
to the private label side of its
business and how does it help
What is important with store brands is
that every retailer today can offer products with fragrances and flavors that
outperform national brands. That is our
approach. We support that competitive
capability with everything a retailer needs
to make the right decisions—creativity,
innovation, market research and consumer insights. And we help retailers meet
all the critical parameters, including quality, performance and cost. Our mission is
to be the most creative, dependable and
successful partner possible for our retailer
clients. We accomplish this mission with
our clients each and every day. n
FRAGRANCE & FLAVOR
Lori MiLLer Burns, director of marketing relations and communications for
AryLessence, says the company strives to be the most creative, dependable
and successful partner for its retail clients.