Advertising Industry
Industry: Email Alert RSS FeedProduct scents hide absence of true innovation ;P&G, Colgate find stronger fragrances can boost results.(Proctor and Gamble)(Brief Article)
Advertising Age, February, 2000 by Neff, Jack
Call it the sweet, sometimes overpowering, smell of success: Household product marketers are catching the distinct aroma of money when they turn up the fragrance.
In a high-tech age where products claim to do everything from prevent wrinkles to freshen dry-clean-only fabrics in a dryer, making emotional appeals through scents is proving at least as effective as more tangible selling propositions. After succeeding in years past on antibacterial and improved cleaning claims, Colgate-Palmolive Co. last year boosted its liquid dish soap business market share 2 points to a record 39.8% in 1999 on the fragrant strength of Palmolive Spring Sensations, a botanical-scented line inspired by strongly scented Mexican-produced cleaning products.
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