The Critical Role of Fragrance

At the close of 2018, HAPPI checked in with Farah K. Ahmed, president and CEO, Fragrance Creators Association, about the role of scent in home care, how her association is addressing the challenges it’s members face, and its plans for 2019.

HAPPI: How important is the role of fragrance in home care and home care products like laundry detergent, cleaning products, etc? 

Ahmed: Fragrance has long been recognized for its importance in communicating and reinforcing the functional benefits of home care products, including cleaning and freshening. Fragrance also enhances our memories, emotions, and relationships.  For example, studies have shown the scent of lavender can help to decrease feelings of anxiety, and odor-related memories stay with us much longer than others, even over the decades since childhood.  We also know fragrance can boost one’s mood or enjoyment of home care products—the presence of fragrance in laundry products has been shown to bring people joy on par with listening to their favorite song.  At Fragrance Creators, we’re passionate about the role of fragrance and its many benefits as part of a rich and full life, and we’re eager to share more of this information in the coming year.
 
HAPPI: Do you feel that the fragrance industry, in general, has been misunderstood by consumers in terms of safety and usefulness? How do you and your members work to counter that?

Ahmed:  I find that most people are simply not aware of the fragrance industry.  Many may not be aware that we are an important source of jobs and innovation. They also may not be aware of the industy’s commitment to sustainability. For example, did you know that it is in the industry’s best interest to protect and promote biodiversity?  It is a very important source of both ingredients and inspiration.  

One of the ways Fragrance Creators is helping build awareness is through a new website, currently under development, called The Fragrance Conservatory.  The Fragrance Conservatory will be an interactive digital ‘place’ for people to engage with clear, fact-based information on fragrance, fragrance ingredients, fragrance safety, perfumery, and more.
  
HAPPI:  In reviewing 2018, what were some of the biggest issues facing fragrance companies and their customers and what role did Fragrance Creators play in addressing these issues?

Ahmed:  People, perfume, and planet are our guiding principles in all we do here at Fragrance Creators.  As we assess the current landscape and decide how best to engage and act, we ask ourselves, what’s best for people, for perfume (our industry), and for the planet?  If an objective or proposed outcome doesn’t advance all three, we know we are missing the mark and need to reassess.

Given that, our industry faced a number of key challenges this year and I believe our commitment to doing what’s best, not only for our industry, but also for all people and the planet, contributed to our success.  Specifically on the following issues:
•    Unnecessary cost and regulation—By working quickly and taking a leadership role, we prevented an estimated $17 million in cost for our members through advocating removal of a number of fragrance-related ingredients from List 3 of the China 301 tariffs.  A cost savings that extends beyond our membership to the public as well.
•    Barriers to innovation, growth—We supported the fragrance industry’s efforts in EPA’s review of new fragrance molecules to help promote innovation and access to newer, greener fragrances.
•    Need for high-quality education about fragrance and fragrance benefits—We began developing The Fragrance Conservatory, a dynamic consumer-focused website full of credible and relatable information about fragrance and fragrance ingredients. We also launched the Importance and Benefits Initiative and Committee, which is focused on compiling information—studies, stories, and examples—on the importance and benefits of fragrance that will aid in our efforts to inspire and endear the public to fragrance.
 
HAPPI:  What will be the main challenges ahead in 2019 and what projects or focus will we see from Fragrance Creators?

Ahmed: For us, the New Year is all about opportunity. Opportunity to spread knowledge and the joy of fragrance through The Fragrance Conservatory website, the Importance and Benefits of Fragrance Initiative, and in our efforts with media, legislators, regulators, and others.  Opportunity to listen to and engage with all voices and perspectives to protect and promote fragrance’s ability to enhance lives. Opportunity to reimagine what a trade association can achieve through a commitment to thinking differently and doing what is right—always. 

With the support of our members, in 2018, we saved millions in unnecessary costs, advanced opportunities for profitability, and promoted policies that are good for all.  I’m excited to see what we can achieve together in 2019—for people, perfume, and the planet.