Wouldn’t You Like to Know What’s in That Fragrance…

It has become almost second nature for the public to read the “ingredients” labels on all types of consumer products. Consumers are beginning to expect complete transparency from companies for information about the products for the individual’s general health and well-being. Why is this not that case for your favorite fragrances?

Recently, Clorox released a full list of allergens that are within the fragrances of their products, which has allowed those individuals who suffer from allergies and sensitivities to be informed about what is contained within those fragrances. This move takes Clorox a step closer to making a full disclosure regarding the chemical makeup of their fragrances (releasing information that was once heavily safeguarded). In the United States, a fragrance cannot be patented, thus those who create fragrances do not have great protection (35 U.S.C.A § 101).

Does this dissolve the efforts once put forward to protect companies secret scent recipes on a grand scale? What does that mean for the fragrance industry? Historically speaking, perfumes and fragrances were tailored specifically for the elite, and very hard to recreate. Toady, even with basic science, scents can be broken down to the smallest molecule to determine what compounds makeup the exact formula. Consequently, organizations such as the International Fragrance Association (IFRA) exist to represent the collective interests of the businesses within fragrance industry. The organization works with scientists (dermatologists, toxicologists, and environmental scientists) with no ties to the fragrance industry, to ensure that the member companies comply with safety and health recommendations. This inevitably helps to regulate what consumers can use safely, helping control questionable allergens in common products. All in all, promoting transparency within the industry as a whole.

So what does this all mean, you ask? A few major positives to take away from Clorox’s business move: transparency may lead to stronger brand loyalty among consumers, it may open the door to new and emerging markets like organic fragrances, and further educate the public on the quality of fragrances as a whole. Are we coming to the brink of change? With this release of information from Clorox will more fragrance companies follow suit? One thing is for sure; this move by Clorox, with help from organizations such as the IFRA, puts the pressure on policy makers and companies to face the transparency issues the fragrance industry has been avoiding for a long, long time.

By: Stacy M. Pigden, Associate Editor of Art, Publishing, Music & Fashion

photo credit: mtarlock via photopin cc