Wednesday, Apr. 13, 2005

 

Is scent the next big trend in home decor?

By EILS LOTOZO
Knight Ridder Newspapers

Creating a great home, everyone knows, is about color, space and light. It’s about choosing the right furniture, fabrics and accents.

But more and more, people are using fragrance to evoke experience, express individuality, and set the right mood in their homes.

It’s not only a question of personal style. A growing body of research tells us that pleasant scents can make us happier, relaxed and more alert.

“There are about 86 active studies validating the effect of odors on mood states,” said Alan Hirsch, a neurologist and the director of the Smell and Taste Treatment and Research Center in Chicago. He has studied how odors can affect perception of room size, aid learning and arousal, and reduce the desire to eat.

Noting that last year’s Nobel Prize in medicine went to researchers who discovered how olfactory receptor cells enable humans to recognize and remember 10,000 different odors, Hirsch said, “I think we are just on the cusp of what is going to be a huge trend toward using smells functionally in the home.

“I think we’re going to be seeing interior decorating with smells in the future, the same way we do with color.”

Already, said Terry Molnar of the Sense of Smell Institute, which funds olfaction research and educates the public about scent, researchers are working on fragrance-infused fabrics for home decor.

“The technology is there to microencapsulate fragrance into fabric, so that every time you open your drapes you will get a whiff of scent,” Molnar said.

For now, the growing ranks of the scent-conscious are snapping up candles, room sprays, and plug-ins that diffuse fragrant oils and solids. According to the Consumer Specialty Products Association, whose air-care division represents more than 200 companies, including the makers of Glade, Renuzit and Airwick air fresheners, home fragrance products brought in $2.7 billion in sales in 2004. That’s projected to increase to $3.6 billion in 2006.

“There has been significant growth in recent years as the type of product has changed along with consumer demand,” said association spokesman Bill Lafield.

Not only have the scents themselves changed, so have the delivery systems. Among the new products: a revamped version of Glade PlugIns that allows consumers to customize scents. And Proctor & Gamble’s ScentStories, introduced last year. The device “plays” disks that cycle through five scents meant to evoke experiences such as “Relaxing in a Hammock” and “Exploring a Mountain Trail.”

And then there is the burgeoning high-end home fragrance market, with consumers shelling out for $38 bottles of Cucina kitchen spray (in scents of fig and fresh herbs or ginger and Sicilian lemon) and $76 flasks of Alora Ambiance air freshener.

The latter, touted by Oprah Winfrey in O magazine, comes with bamboo sticks that act as wicking devices for the fragrances (among them: gardenia and tuberose, and a muguet, lemon and sandalwood combo).

But the biggest phenomenon in this pricey realm is essential-oil-scented cleaning products. The category, pioneered by the Good Home Co. and Caldrea (which makes proprietary brands for Williams-Sonoma), includes products for home and laundry — fabric softener, detergent, dish soap, cleanser, stainless-steel spray — all in exotic scents of green tea patchouli, cucumber mint, or lemongrass.

Though sales figures are not available for this segment of the industry, the Good Home Co. claims more than $4 million in sales last year.

And a Caldrea representative said that, since the company’s launch in 2000, it has sold more than eight million of its products. They come in six different aromas, with names that sound more like health foods than cleaning fluids — “energetic” Citrus Mint Ylang Ylang and “enlivening” White Tea.

“People are stressed out and multitasking,” said Molnar, of the Sense of Smell Institute in New York. “They don’t just want to wash the dishes. They want it to relax them, too.”

What these products promise is the chance for some sensual pleasure in housecleaning. And for that, harried homemakers are willing to pay $15 for dish soap, $12 for ironing spray, and $22 for laundry detergent. (Those prices reflect the high cost of essential oils and other plant-based biodegradable, cosmetic-grade ingredients, the companies say).

Jennifer Reid Holman recently got hooked on the Good Home Co.’s lavender cleaning line. “Some people are scented-candle people. Some are Glade PlugIn people. I may be turning into a frou-frou perfumed-cleaning-spray person,” she said.

Holman, a Philadelphia freelance writer and the mother of two young girls, said of her penchant for $12 lavender dryer sheets: “I consider them a cheap thrill. They’re a little luxury now that I spend more time cleaning up after two sticky kids and less time on more personal luxuries like manicures.”

For some people, however, these elegantly boxed and bottled cleaners are something else — status symbols, little emblems of the aspirational lifestyle and the quest for the picture-perfect home.

“The aesthetic factor has been ratcheted up quite a bit,” said Dave Glassman, marketing director for Restoration Hardware, which introduced its own line of scented cleaners in January. “People are interested in items you can leave out on display in the laundry room and the bathroom.”

The motivation for starting the line, Glassman said, was the chance to coordinate the products’ packaging with the pastel color palette of some of the company’s home furnishings. No more must customers cope with hand soap that clashes with their shower curtains.

For people whose identities are tied up in their homes, home fragrance can be a way to one-up the Joneses, said psychologist Rachel Herz, a visiting professor at Brown University and an expert on olfaction.

said Herz: “Maybe Sally next door painted her living room. But people walking into my home are getting this multidimensional experience with scent. For some consumers, it’s added prestige.”

Yet devotees say there’s just one reason they covet pink grapefruit-and-ginger stainless-steel cleaner or Persian lime dish detergent.

“I tell you, it’s all about that smell,” said Holman, the lavender addict. “It’s just so darned nice — lots more pleasant than Windex or Mr. Clean. That makes your house smell like the halls of your old high school after the janitor does his thing.”