Millennials prefer natural scents over artificial ones and have concerns about chemicals and the environment. They seek subtle, calming scents that are refreshing without being overpowering. Malodors cause stress but they prefer removing the source directly or using natural solutions over sprays. Successful air care products for Millennials would offer simple, natural scents in flexible, controllable diffusers with sustainable packaging and natural propellants.

1. What do we know about our Consumers?
Consumer Insight Analysis- Millennials and Air Care Products

2. Research Goals
Gain a better understanding on how Millennials choose
air care products and when they use itGain
Understand how consumers feel about fragrances and malodorsUnderstand
Discover how the target determines which fragrance to useDiscover
Uncover attitudes and feelings about air care productsUncover
Uncover attitudes and feelings about Febreze productsUncover

3. Millenials
Ethnically Diverse
Not many are
married
Want a connection
with a brand
Particular about the kind
of fragrance
Concern for health
Care for environment

4. Thoughts & Feelings for
Light Fresh Scent
Thoughts & Feelings for
Malodor
Thoughts & Feelings
for Aerosols

5. Discussion Guide
Air-care products being used?
Thoughts on different forms of Air-care
Thoughts on Febreze products
Feelings about using air care products?
What do they want in air care products?

6. Findings

7. Fresh fruity scents are comforting, relaxing “When I smell some fruit smell like maybe orange o
r apple it gives a very comforting sweet smell”
Calming effect of fresh scents
Fresh Scents leaves you feeling good mentally, physically
“I believe that flowers bring a calming kind of scen
t so I find it very pleasant”
When you put a scent till a level you are able to
smell it yourself- to make yourself confident in ur
mind”
Confidence
Awakens you, make u aware of surroundings,
Relieves stress
“To feel alert; smell of coffee make me more
conscious if working on project”
Refreshing smell “Bcoz eating fruit gives you a very refreshing
feeling so does fresh scent”

8. Trash Trucks over powering smell, garbage
“I am not able to smell good if a trash truck crosses by. Its
overpowering;” “…for the trash can smell, I’ll try not to
breathe.”
Spilled Food, Body odor
Malodors are over-powering
I would say “Hey, this perfume smells really good. Do you want to
try it?” and that’s a way for me to not smell it anymore. But, for
the bad breath I would say something like “Hey, do you want a
gum, I have a piece?” or “Do you want a candy?”
Dog
Bathroom
Wet laundry “If my laundry smells bad, I will just wash it one
more time with fabric softener or something like
Tide, something that smells really good.”

9. The spray bottles have chemicals “Hair Spray or air freshener all might be same,has
chemicals”
Not good for heath & environment/planet
Millennials care for environment and health
“I look more natural oils, candles etc”
Vintage
Tacky

10. “There is no specific reason to choose Febreze product, I
picked because I saw utility in the product Fabric
refreshner”
Many Millennials not yet brand loyal to specific Air-care brand
“Small spaces & febreze products scent does not
last long enough”
“Too many complicated products”
“Their scents are un-natural & overpowering”
“Not enough variety, no floral scents”
“Don’t want guests to think, am burning detergent”

11. Environment sustainability Vs Environment harmful
INSIGHT: “The air care products are unnatural and
are not good for environment too”, “Aerosols are
Pollution”
Chemical concerns Vs Use product regardless
INSIGHT: Hair sprays & air fresheners all are same
have chemicals
Artificial smells Vs Natural scents
INSIGHT: “I prefer aroma oils, incense sticks,
candles than plugins or spray bottles”
Tensions
Strong scents Vs subtle scents
INSIGHT: “Automatic diffusers are too strong”

12. Target Consumer Profile
The Sensory fragrance seeker
• Recent College graduate
• Fresh to “real world”
• Newfound independence &
responsibilities
• Need to become confident, smell good.
• Specific about the scents they choose
for themselves/ home
• Seek value for money, utility
• Choose different scents for diff time of
day
A Typical day for Sensory fragrance seeker

13. What are they striving for?
Task Frame
Diff scents at diff
times of day
Soothing, not strong
Consistent smell
No-counter-tops
Does not want to regularly
dispense air care products
Sensory fragrance seeker Febreze
Too strong smell
Smells fade after
some time
People not aware of
small spaces

14. What are they striving for?
Product Frame
Aroma diffuser electric
one
Refills feature plugins are
good
Aesthetically pleasing
Discrete
No-counter-tops
Plugins last all day
Want large join candles/oils
Sensory fragrance seeker Febreze
nozzled products
Utility

15. What are they striving for?
Life Frame
Reminds time with family
having fruits
Need value for money
Values having good bodily
scent
Prefers natural than
artificial
Doesn’t want self or
surroundings to smell bad
Wants control over scents
Sensory fragrance seeker Febreze
Artificial smell
Product utility
No option to shift
between diff scents

16. Consumer Model
Only When
Necessary –
Task Frame
Fast & Discrete
– Product
Frame
Effortlessly
Clean – Life
Frame
• A malodor leads to action (e.g. Garbage, bathroom)
– Want air care products readily available to eliminate
any malodor if they occur
– Take direct means of eliminating odor (i.e., manually
removing source)
– If this does not work, an odor eliminating
product is then used
– Alternative solution: wet coffee
grounds efficiently eliminate malodors
• Aesthetically pleasing: large, high quality jars for
candles, bottles
• “Artificial” scents like Linen or Gain are a drawback,
positives around simple “natural” scents
• Keep entire area (i.e., apartment, house) smelling
consistent (one smell throughout)• Need to feel clean; keep home and body clean; protect
cleanliness from others
• Avoid strong scents as they can cause discomfort (i.e.,
sensitive nose); Prefer subtle scents
• Stay in control of both scent strength and when it is
dispersed
• Negative image of air care products due to chemical
and environmental concerns

17. Our Suggestions:
Attributes of a Successful Product Line
 Simple, natural scents that are not overpowering
 Flexible and controllable (On/Off capability;
Hi/Med/Low settings)
 Propellant is natural, manual, or fire
 Environmentally sustainable
 Use small, recyclable packaging and product
components
 Aesthetically pleasing, discrete containers (i.e., housed
in a jar or other glassware)