DEFINING THE DETERGENT FRAGRANCES OF THE FUTURE

CHALLENGE

Explore how far the category could innovate in fragrance without losing the cues that signal effectiveness.

APPROACH

We ran in-home washing clinics, assessing fragrances in the packaging and during real use while washing different types of utensils.

OUTCOME

We identified which fragrance notes could introduce something new, which reinforced perceptions of cleanliness and where the promise of effectiveness began to be undermined.