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the NEWNEXTNOW


Welcome to a monthly newsletter powered by Firmenich Consumer Fragrances, where we harness Connected Insights to chart new paths and navigate our new reality together.

   THE NEW   
   ALL-PURPOSE HOME   
WELCOME TO THE NEW HOME LIFE

As some of us begin to emerge from COVID-19 lockdown, the world looks different. Our values, lives and habits have changed, and our living spaces have had to adapt. With 43% of the global population fully at home, our environments are becoming an expression of the way we live, shaping our everyday routines and fundamentally affecting our wellbeing.
We have identified six major shifts in consumer lifestyle that could disrupt our industry.

SAFETY
Sanitation refuges
New water and air filtration systems will control air temperature, and air quality at home. Families may also dedicate areas of their homes specifically to antiseptic cleaning and hygiene.
Consumers are more focused on the purification of their homes.
Cleaning house
Cleaning their house more
72%
fresh scents
Looking for fresh and clean scents more
63%
Sanctuaries of safety
The home will become a safe haven, a space where the uncertainties and chaos of life outside are left at the door. The entry area may be transformed into a transitional zone, becoming an essential part of this idea.
Consumers are more focused on the protection of their homes.
Tidying house
Tidying their house more
63%
home interior
Improving their home interior more
37%
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COMFORT
Couch cocoons
Our homes now include more social activities like entertainment and cooking, with an increased potential for disruptive malodors.
Consumers are looking to feel cocooned.
Watching
Watching TV/video/movies more
71%
Spending time with family
Spending time with family at home more
71%
Bath(escape)rooms
Bathrooms and other “lockable” rooms can provide an imaginary space for escapism and enjoyment.
Consumers, especially men, are embracing me-time.
>Taking showers
Taking showers/baths more
51%
Taking time for myself
Taking time for myself more
61%
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INSPIRATION
Hybrid spaces
Spatial organization will change to accommodate comfortable working conditions at a desk, but also in the kitchen and in other spaces where we work, test and master new skills.
Consumers are converting their home spaces to working and activity spaces.
Homemade remedies
Making homemade remedies more
36%
Crafting
Crafting more
31%
Exercising
Exercising more
40%
Natural habitats
Small home and balcony gardens are booming, as it's proven that physical interaction with living plants is good for mental health. There is an opportunity for fragrance to bring the calming properties of nature inside.
Consumers are finding comfort in adding more green to their surroundings.
Gardening
Gardening more
29%
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Why is the new all-purpose home life important for your brands and products?
MEET THE NEW INHABITANTS
Firmenich’s exclusive global survey of over 6,000 consumers across 11 countries under quarantine has uncovered unique insights into consumer archetypes based on their activities and habits.
Germ Fighters
Germ Fighters
Germ Fighters Germ Fighters
21
%
“I was truly impacted by the crisis as I lived in vulnerable conditions. I was focused on cleaning & tidying my house. I wanted scents that will de-stress me.”
Re-focused Parents
Re-focused Parents
Re-focused Parents Re-focused Parents
19
%
“Being surrounded by family during this time was so important for preserving a positive mindset. I was focused on spending time with my family or partner at home and cleaning my house. I wanted scents to signal efficacy and health, and to comfort me.”
Insta-Fans
Insta-Fans
Insta-Fans Insta-Fans
21
%
“I was highly impacted by the crisis, especially due to my constant connectivity with the media. I was focused on watching TV and movies, virtual social activities, gaming and cooking. I’m not in the best of physical shape, nor am I sleeping or eating well. I could be looking for mood-boosting scents.”
Caring Essentialists
Caring Essentialists
Caring Essentialists Caring Essentialists
14
%
“I had mixed emotions during confinement, feeling both cared for and anxious. I was focused on cleaning my house, laundry, spiritual self-care, exercise and DIY, and tended to gravitate towards more simple or basic products. I prefer more natural scents.”
Wellbeing Optimists
Wellbeing Optimists
Wellbeing Optimists Wellbeing Optimists
25
%
“My emotional state was generally not impacted by the crisis. I was focused on exercising, gardening, improving my home interior, crafting and spending time with family. I also seek indulgence in scent in my search for more premium and natural products.”
Want to stay a step ahead on these new homebodies?
THE DOOR IS OPEN FOR NEW OPPORTUNITIES
Brands have many new opportunities thanks to consumer needs based on differentiated usage and attitudes.
CREATE A SAFE HOME
A SAFE HOME
CREATE
A SAFE HOME
Merge hygiene & health benefits
Lift your consumers’ spirits with fragrance-driven benefits that fit their new cleaning and hygiene routines, while also solving their malodor concerns.
CREATE A CHEERFUL HOME
A CHEERFUL HOME
CREATE
A CHEERFUL HOME
Boost the feeling of belonging
Use fragrance to create a cheerful home with augmented signals of reassurance and hygiene so consumers can focus on “at-home we” moments.
CREATE AN INSPIRING HOME
AN INSPIRING HOME
CREATE
AN INSPIRING HOME
Be part of the quest for peace of mind
Make your brands a part of consumers’ search for peace-of-mind with fragrance & technology solutions that fit their new at-home wellness lifestyles.
Take advantage of Firmenich solutions to create new home experiences for consumers.
ScentineLL
With the desire to create a safer sanctuary for their loved ones, consumers seek signals of longlasting (re)assurance that let them feel healthy and refreshed. Firmenich’s ScentineLL, encapsulated fragrances for laundry formats contain ingredients known to have anti-bacterial and malodor control properties. Reassure hygiene signals with clothes.
Hydr’O Kitchen for Liquid Hand Soaps
Powered by Firmenich’s new blooming encapsulation technology, Hydr’O Kitchen for Liquid Hand Soaps lets consumers get creative in the kitchen without bothersome lingering malodors. Hydr’O Kitchen for Liquid Hand Soaps empowers brands to provide reassuring & uplifting moments at home.
Wonder Wax
A Firmenich exclusive, Wonder Wax is a new patent-pending, eco-friendly, quick release candle wax innovation. Build brand loyalty by satisfying consumer need for a reusable decorative jar and an easy refillable candle solution as they spend more time at home. Deliver smart & easy candles solutions for at-home lifestyles & belonging moments.
Looking for another solution more suitable for your format or region?
Please reach out to Sandra Barvaux and find out what other solutions Firmenich can deliver to enhance your brand.
About The New Next Now
The next edition will explore the concept of Comfort and what this means as we emerge from a prolonged period of emotional trauma and seek to re-establish our new normal.
If you missed the last edition of the New Next Now examining the important role of health & hygiene, you can still view it here.
How would you rate this edition?
Thank you for your feedback

Sources:
Firmenich Global Online Survey - over 6,000 consumers across 11 countries under quarantine
Firmenich Market & Consumer Innovation Group
Firmenich Social Media Intelligence
Firmenich Scentlounge Consumer Communities

 
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