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Laundry scents for generations
Givaudan strengthens the link between laundry and scent experiences
The Swiss-based Givaudan Group has unveiled a cross-generational “House of Suds” to develop scented laundry experiences for different age groups. The researchers aimed to reinterpret laundry as a multisensory and cultural experience and to appeal to different generations through emotions, memories and scents, the world’s largest fragrance manufacturer announced. Laundry care has evolved from a purely utilitarian function to encompass care, identity and creativity: For Generation Z, laundry is an expression of personality that they combine with scents, whilst for millennials, laundry is part of a mindful routine involving high-performance solutions, and older generations value thorough cleaning, familiar scents and soothing freshness. Givaudan announced plans to extend this cross-generational approach to other daily care product categories. Further information …
