Shining a new light on old favourites

There is a general consensus that nature is good and beneficial, and people expect their skin care products to deliver what they promise. Creams, shampoos and deodorants have to prove their natural credentials with transparent declarations. Synthetic products are increasingly more likely to be rejected, a trend that applies not only to the actual cosmetic ingredients but also to the fragrance.

Today, the green spotlight is on fragrant ingredients that were in the past predominantly used in aromatherapy: essential oils. Not only are these oils the embodiment of natural purity, they also sensuously win over the organ that has the final say in the purchase decision: the nose. The most effective ingredients, the silkiest texture, the most eye-catching packaging and the most creative product name are all worthless if the consumer turns up his or her nose at the end result. If the fragrance is right it becomes an excellent marketing tool. By using scent, producers of natural cosmetics can immediately and lastingly communicate the positive characteristics of their products and can set themselves apart from the competition. Until very recently, however, natural cosmetics manufacturers have only had access to a limited portfolio of scents. This tended to be dominated by classic fragrances such as rose, lavender or citrus, all of which have firmly established themselves as popular standards. As consumer expectations have evolved, perfumers’ skills and expertise have developed to keep pace and meet the challenge of using wholly natural components to create unique, multifaceted fragrance compositions.

A volatile variety with staying power