Fragrances are unique and complex combinations of natural and synthetic ingredients that are added to products to give them a distinctive smell. Fragrances are not only used in perfumes, but also in many other consumer products, such as cosmetics, personal care and household cleaning products. They satisfy valued emotional needs and solve important functional problems, such as masking bad smells. Fragrance can be a key driver for consumer
choice and consumer brands often rely on innovation with fragrances to differentiate their products and drive value.