Satisfying Senses

The Consumer Needs Shaping Innovation in Hygiene

Corey Naab, Market Segment Leader at IFF, explains how consumer demands for a better sensory experience are inspiring a new generation of innovative hygiene solutions in laundry detergents.

The Holistic Challenge

“Hygiene is complex – it’s not a single problem,” says Naab. At the heart of the hygiene challenge, however, is a simple truth: consumers want more than clothes just appearing to be clean.

Naab says that the industry needs to create products that satisfy this demanding market. For this reason, IFF is focusing on developing new hygiene solutions that deliver positive laundry experiences. “We are focusing on the holistic sensory impact,” says Naab. “It’s the new industry battleground.”

Emotional Value

Understanding the motivation of consumers is central to IFF's strategy. It’s all part of what Naab calls the greater ‘emotional value’ of new hygiene solutions.

Defined by sensory experiences, IFF Fabric & Home Care is focused on four hygiene challenges:

1. Permastink

Current surfactants and other detergent cleaning agents often struggle to penetrate synthetic, hydrophobic fabrics, leading to persistent and unpleasant odor called 'Permastink'.

2. Low Temperature Funk

Washing at low temperatures isn’t always sufficient to deal with certain gram-positive bacteria. If left to grow, they can cause nasty smells, a particular problem in the developing world where laundry often takes place at ambient temperature.

3. Air Dry Stench

Leaving washing to dry in the air can result in the development of unpleasant, ‘musty’ smells. It’s an issue in small apartments where people don’t have the space for a dryer, or where consumers can’t afford one.

4. Machine Odor

Biofilms can grow on any surface that’s wet, which makes a washing machine the perfect environment for them. The films can produce unpleasant aromas, which can transfer to wash items.