Although the economy is impacting home fragrance sales, suppliers remain focused on bringing innovation to the market, supported by high service levels.
Marvin Perkins, chief marketing of cer of Secret Scentsations Inc., maintains that the category has a number of positives going for it even in a down economy. “Consumers are looking for simple, inexpensive ways to feel good, and most home fragrance products have lowenough price points to be affordable,” he says.
Secret Scentsations meets that need, he adds, with Bed Bouquet, a unique product that gives home linens a fresh scent without sprays or powders. By simply cutting away the edges of a 3-inch by 5-inch Bed Bouquet unit and attaching it to the mattress surface beneath the sheets, consumers can enjoy freshly scented linens for up to 30 days.
Another player in the home fragrance business, Genieco Inc., is pursuing growth by adding to its portfolio of traditional products. Last winter the company acquired the home fragrance products of Willert Home Products Inc., transforming Genieco from a pure incense and candle company to a more comprehensive fragrance supplier with otpourri, refresher oils, sachets and liquid potpourri, according to president Dana Morrison. “We are now capable of lling out a complete 4-foot planogram and managing it for our retail customers,” he says.
