Increased hygiene demand met by new technologies platform, Givaudan flags
05 May 2022 --- Givaudan is launching SaniScent, a technological platform offering six olfactive directed technologies to meet the increased consumer demand for hygiene products, emphasizing human and planetary well-being.
“We can offer a portfolio of solutions that cover consumer’s hygiene needs of efficiency and different emerging needs such as gentle cleansing or naturality concerns. Product sensoriality is also very important, as it reaffirms the product benefits. We also cover this demand by offering solutions which drive consumer’s perception of safety and efficiency,” Philippe Poirier, head of global fragrance technology at Givaudan, tells PersonalCareInsight.
Responds to an increased hygiene demand with technologies of well-being.Trends through fragrance
“SaniScent is a platform of solutions that smell great and deliver hygiene benefits to consumers. Based on a mix of innovation, perfumery expertise and scientific research, our diverse portfolio of technologies boosts the hygiene profile of any product category, with a wide range of olfactive directions,” Poirier notes.
The products range from essential oils, micellar fragrances, capsules and creams to inhibit bacteria growth and virus reduction and purification inspired by phytoncides.
Phytoncides have antibacterial qualities that have shown health benefits for human cell activity and act as a protector of plants and trees, according to previous studies.
The products referred to as technologies strive to increase overall health with beneficial ingredients and fill the market’s demand gap.
Consumer needs have changed and increased awareness of health and physical and emotional well-being. Additionally, there is also an overall rise in environmental thoughtfulness.
Last year, Givaudan launched an AI-powered technology designed as an “eye” to read, collect and decode consumer comments online about fragrances. The tool named Digipulse is an olfactive social listening tool, marketed as the first of its kind.
Booming hygiene demand
Due to the COVID-19 pandemic, hygiene has become increasingly crucial for many consumers. Attitude toward hygiene has shifted, as illustrated by consumer insights. The purchasing of liquid soaps has seen a 48% increase. Additionally, 83% reported washing their hands more frequently, and 39% are doing their laundry more often, according to Givaudan's communications department.
“COVID-19 has had profound impacts on consumers and heightening pre-existent trends. Priorities around hygiene and safety will continue to evolve. Anxiety is emerging while efficacy stays top-of-mind,” Poirier notes.
“The quest for well-being is set to gain even more relevance with consumers reconnecting to nature, searching for stress-relief and developing a more holistic approach to well-being,” he adds.
“Human activity was minimized during COVID-19, which resulted in demonstrable environmental improvements. The pandemic will inspire consumers to look for brands with commitments to reduce their environmental impact,” Poirier concludes.
Throughout the pandemic in 2021, Givaudan showed increased sales by 7.7% for the first nine months. The introduction of SaniScent aligns with their 2025 strategy to “grow with purpose,” as previously reported by PersonalCareInsights.
By Beatrice Wihlander
