• The Products
  • Two Product Categories
  • Environmental Fragrances
  • Air Fresheners
• The Market
  • U.S. Retail Sales Near $2 Billion in 1999
  • Table 1-1: U.S. Retail Sales of Home Fragrance Products by Category, 1995-2004
  • Sales by Product Category: Environmental Fragrance Products Lead
  • Candles Light a Fire Under the Category
  • Air Fresheners
  • U.S. Retail Sales of Home Fragrance Products to Near $3 Billion by 2004
  • Mass Market Produces Highest Sales, with Discounters at the Helm
  • Factors Affecting Market Growth
  • Fragrance a Familiar Pleasure in a High-Tech, Post-Industrial Society
  • People Establishing Comfortable Home Environment
  • Cleaning Less of a Priority
  • Figure 1-1: Share of U.S. Home Fragrance Mass-Market Retail Sales by Outlet, 1998
  • Number of U.S. Households Is Increasing
  • Fragrance as a Home-Decorating Element Fuels Growth
• The Marketers
  • Hundreds of Companies in Market
  • Environmental Fragrance and Air Freshener Market Leaders
  • Novelty Is Key to Success
  • A Fragrance for Every Taste, Occasion, and Space in the Home
  • Category Crossover Is Common Among Home Fragrance Marketers
  • Fashion and Color Join Fragrance in Driving Environmental Fragrances
  • Seasonal and Holiday Products
• Distribution and Retail
  • Most Products Distributed Directly from Marketers to Retail Outlets
  • Mass-Market Outlets Predominate
  • Mass Merchandisers Assume First Place
  • Discounters Increasingly Important Outlets for Environmental Fragrances
• The Consumer
  • Most American Adults Use Air Fresheners
  • Air Freshener Users Present Downscale Profile
  • Good News for Home Fragrance Products: Regular Housecleaning Declining in Priority
• Scope and Methodology
  • Products Covered
  • Report Methodology

• Scope of Report
  • Environmental Fragrance Products and Air Fresheners
  • Products Not Covered
• The Sense of Smell and Its Effects
  • Study of Smell a Relatively New Science
  • Physical Characteristics of Things We Can Smell
  • Olfactory Anatomy
  • All Sniffers Are Not Created Equal
  • Classification Systems for Odors
  • Fragrance Can Affect Mood
  • Personal Response to Individual Scents Is Learned
  • Aroma-chology: The Psychology of Smell
  • Scents Can Influence Actions and Performance
  • Benefits of Aromatherapy: Smell Can Heal Us, Make Us Well
  • Better Loving through Chemistry: Pheromones in Human Beings
  • Table 2-1: Aromatherapy Matrix of Essential Oils by Therapeutic Effect (27 therapeutic effects; 18 essential oils)
  • Health Risks from Fragrances
  • Table 2-2: Health Risks of Chemicals Found in Home Fragrances (14 Hazardous Constituents)
  • Table 2-3: Chemicals Present in Products and Spaces (6 products, Number of chemicals identified, Principal chemicals)
  • Multiple Chemical Sensitivity and Sick Building Syndrome: Smell Can Make Us Sick
• Historical Background
  • Egyptians Used Fragrant Ointments and Oils for Religious Purposes
  • Greeks and Romans More Sophisticated Users of Fragrances
  • Arabs and Babylonians Responsible for Further Popularizing Fragrances
  • Asians Make Lavish Use of Fragrances
  • In the Fourteenth Century, the Bubonic Plague Devastates Europe
  • and the First Modern Perfume Is Created
  • During the Renaissance Italy Becomes Center of Fragrance World, then Bows to France
  • Synthetics: The Advent of Modern Fragrancing
  • Incense and Aromatic Herbs Used by Native Americans
  • Fragrance Business Does Not Take Hold in United States Until Twentieth Century
  • The Term "Aromatherapy" Coined in 1928
  • First Commercial Air Freshener Smells Like Mothballs
  • Aerosol Technology Boosts Industry
  • Environmental Fragrances Embraced by Counterculture in 1960s
  • Current Technology Allows for Wider Product Variety Than Ever Before
• Product Categories, Forms, and Uses
  • Two Product Categories
  • Environmental Fragrance Products: Five Main Product Segments
  • Potpourri
  • Scented Oils
  • Scented Candles
  • Sachets
  • Incense
  • Environmental Fragrance Products: Minor Product Segments
  • Air Fresheners
  • Two Distribution Classes: Mass and "Class"
• Ingredients
  • Some Formulas are Simple, Others Complex, Others High-Tech
  • Fragrance Families
  • Fragrant Gums and Resins
  • Dried Leaves and Flowers
  • Oils
  • Synthetic Compounds
  • Fixatives
  • Aerosol Air Fresheners Increasingly Contain Odor Neutralizers
• Packaging and Labeling
  • Product Presentation Reflects Product's Identity as Mood- and Environment-Enhancer
  • Some Mass-Market Products Are Packaged to Resemble Decorative Accessories
  • Auto Air Fresheners Mimic Home Air Fresheners
  • Labeling Reflects Intended "Mood"
• Environmental and Governmental Regulations
  • Virtually No Regulation of Fragrancing Components
  • Scent-Surround: Environmental Conditioning a Controversial Marketing Practice
  • FDA Drops the Ball, EPA and OSHA Pick It Up
  • Aerosols Subject to Regulations, and Products Carry "No CFCs" Designation
  • EPA Signs VOC Emissions Rule That Will Affect Air Fresheners

• Figure 3-1: Estimated U.S. Retail Sales of Home Fragrance Products by Category, 1995-1999 (dollars): Air Fresheners, Environmental Fragrances
• Market Size and Growth
  • Retail Sales Difficult to Quantify
  • Methodology Used to Determine Market Size
  • Retail Market to Exceed $1.9 Billion in 1999
  • Market Driven by Double-Digit Annual Growth Rates for Environmental Fragrances
  • Air Freshener Sales Are Comparatively Sluggish
  • Table 3-1: Estimated U.S. Retail Sales and Growth of Home Fragrance Products by Category, 1995-1999 (dollars): Environmental Fragrance Products, Air Fresheners
• Market Composition
  • Environmental Fragrance Products Lead
  • Hot Wax: Sales of Scented Candles Fire Up the Environmental Fragrance Category
  • Figure 3-2: Share of U.S. Retail Sales of Home Fragrance Products by Category, 1995-1999 (percent): Environmental Fragrances, Air Fresheners
  • Auto Segment Drives Air Fresheners, But Running Out of Gas
  • Share of Sales by Retail Class: Mass Gains at Expense of Prestige
  • Environmental Fragrances Increasingly Appear on Mass-Market Shelves
  • Figure 3-3: Share of U.S. Sales of Home Fragrance Products by Type of Retail Class, 1996 vs. 1998 (percent): Mass-Market vs. Other
  • Figure 3-4: Share of U.S. Sales of Environmental Fragrances by Type of Retail Class, 1996 vs. 1998 (percent): Mass-Market vs. Other
  • Sales by Mass-Market Outlet
  • Mass Merchandisers Dominate Environmental Fragrance Sales
  • Figure 3-5: Share of U.S. Mass-Market Sales of Home Fragrance Products by Retail Outlet, 1996 vs. 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores
  • Table 3-2: Retail Outlet Share of U.S. Mass-Market Sales of Home Fragrance Products by Type of Product, 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores; Auto Air Fresheners, Potpourri/Sachets, Candles, Home Air Fresheners
  • Regionality of Sales: Use of Air Fresheners Higher Than Average in South
  • Table 3-3: Regional Use of Air Fresheners by Type, 1998 (index): Solid, Spray
  • Seasonality of Sales: Year-End Holidays and Mother's Day Are Peak Periods for Giftable Environmental Fragrances
  • Air Freshener Sales Peak in Cold-Weather Months
• Factors Affecting Market Growth
  • The Future (Shock) Is Now: Fragrance a Familiar Pleasure in a High-Tech, Post-Industrial Society
  • "Cocooning": People Establishing Comfortable Home Environments
  • Lifestyle Trends Point to Relaxing at Home and Casual Entertaining
  • A Related Trend: "Atmosfear" Describes a Dangerous World
  • Energy-Efficient Homes Recycle Stale Air
  • Baby Boomers Nostalgic for Products Associated with the "Counter-Culture" of the 1960s
  • Younger Consumers Also Go for Retro Fads
  • Sweeping Dirt Under the Rug: A Spotless Home Is Less of a Priority for Busy Households
  • Waiting to Inhale: Aromatherapy Takes Off as Stressed-Out Consumers Soothe Themselves with Scents
  • Environmental Fragrances Are Affordable Luxuries
  • Potential Backlash: Exploding Candles and Environmental Toxins
  • Number of U.S. Households Is Increasing
  • Table 3-4: Number and Projections of U.S. Households, 1995 to 2010 (numbers)
  • Sense of Smell Diminishes with Age; Could Be Benefit or Drawback to Sales of Home Fragrances
  • Table 3-5: Median Age of the United States Population: Middle Series Projections, 1996 to 2010 (years): Median Age
  • Scents of Style: Fragrance as a Home- Decorating Element Fuels Growth
  • Home Fragrances Are an Increasingly Popular Option for Gift-Giving
  • "Environmental Fragrancing" Is a Hot Marketing Strategy
  • Figure 3-6: Projected U.S. Retail Sales of Home Fragrance Products by Category, 1999-2004 (dollars): Air Fresheners, Environmental Fragrances
• Projected Market Growth
  • Sales of Home Fragrance Products to Near $3 Billion by 2004
  • Environmental Fragrance Product Sales to Increase by Close to 70% Over Forecast Period
  • Air Fresheners to Stagnate
  • Table 3-6: Projected U.S. Retail Sales and Growth of Home Fragrance Products by Category, 1999-2004 (dollars): Environmental Fragrance Products, Air Fresheners

• The Marketers
  • Hundreds of Companies in Market
  • Four Marketer Types: Mass, Prestige, Specialty, and Direct
  • Major Environmental Fragrance Competitors Offer a Range of Products
  • Air Freshener Marketers Are Leaders in Other Mass-Market Household Items
  • Top-Ranked Specialty Retailers and Direct Marketers
  • Table 4-1: Selected Marketers of Environmental Fragrance Products
  • Table 4-2: Selected Marketers of Air Fresheners
• Competitive Overview: Overall Market
  • Startups Enter Booming Environmental Fragrance Market
  • Industry Leaders Change Hands
  • Regular New Product Introductions Necessary
  • Figure 4-1: Estimated Share of U.S. Retail Dollar Sales of Potpourri/Sachet Products, 1998 (percent): 18 marketers
• Marketer and Brand Shares: Mass-Market Potpourri/Sachet Products
  • Information Resources Is Major Data Source
  • Three Companies Claim Well Over Half of Sales
  • Endar Leads the Segment
  • Candle-lite a Distant Second, But Gaining Strength
  • Candle Corporation of America Is Third
  • Scentex Rapidly Losing Share
  • Spice Market Remains in Fifth Place
  • Table 4-3: Estimated Marketer and Brand Shares of U.S. Retail Dollar Sales of Potpourri/Sachet Products, 1997 vs. 1998 (percent): 18 marketers; 25 brands
• Competitive Situation: Environmental Fragrances
  • New Entrants Encouraged by Low Start-Up Costs
  • Private Label Continues to Thrive
  • Candle Segment Undergoing a Shake-Out?
  • Smaller Companies Hawk Their Wares in Cyberspace
  • Sales of Scented Candles Skyrocketing
  • Marketers Give Upscale Positioning to Mass-Market Products
• Competitive Profiles: Environmental Fragrance Marketers
  • American Greetings
    • Fiscal 1999 Revenue Exceeded $2.2 Billion
    • GuildHouse Acquisition Expands American Greetings' Candle Offerings And American Greetings Expands GuildHouse's Offerings
    • American Greetings Plans to Expand Stake in Candles and Party Goods
  • Belae Brands Inc.
    • Formed in 1997
    • Acquires Tsumura International's Claire Burke Line of Home Fragrances
  • Blyth Industries, Inc.
    • Growth by Acquisition
    • Candle Corporation of America
    • Endar Corporation
    • Colony Gift Corporation
    • New Ideas International
    • PartyLite: A Tupperware Party for Candles
    • Eclipse Candles, Ltd.
    • Jeanmarie Creations
  • Coty, Inc
    • Fiscal 1999 Sales Totaled $1.7 Billion
    • Calgon Drives Shoppers Back to Mass
    • Calgon Home Extends "Take Me Away" Concept
  • Gibson Greetings, Inc
    • More than Greeting Cards
    • Demand for Candles Strong
    • Marketing and Merchandising Strategies
  • Lancaster Colony Corporation
    • Home Fragrance Contributes to Growth
    • Candle-lite the Nation's Largest Candle Maker
    • A Vast Array of Products
    • Marketing and Merchandising
  • Sarah Michaels, Inc
    • Brings Class to Mass
    • Acquired by Dial in 1998
  • USA Detergents, Inc.
    • Sales Down, Profits Up
    • Country Air Scented Candles Are Value-Priced
  • Yankee Candle Company
    • Sells Through Company-Owned Stores as Well as Gift Stores
    • Expansion Is Planned, Thanks to Infusion of Funds by Forstmann Little
• Marketer and Brand Shares: Air Fresheners
  • Mass-Market Sales Measured
  • Three Companies Claim 87% of Sales
  • S.C. Johnson's Glade Line Claims Close to 60%
  • Dial Remains in Second Place with Renuzit
  • Reckitt & Colman in Third with Wizard and Airwick
  • New Ideas International Usurps Scott's Position with Filter Mate
  • Scott's Liquid Gold Loses Share with Touch of Scent
  • Church & Dwight's Arm & Hammer Line Slowly Fading
  • Private Label
  • Table 4-4: Estimated Marketer and Brand Shares of U.S. Retail Dollar Sales of Home Air Fresheners, 1997 vs. 1998 (percent): 7 marketers, private label; 17 brands
  • Sales of Auto Fresheners Accelerate
  • Pennzoil Quaker State's Medo Line Commands More Than Three-Quarters of Market
  • Car-Freshner Corp. a Distant Second
  • E. Davis Moves Into Third Place with Just Great
  • Share Plunges for S.C. Johnson's Glade Clip-Ons
  • Table 4-5: Estimated Marketer and Brand Shares of U.S. Retail Dollar Sales of Auto Air Fresheners, 1997 vs. 1998 (percent): 7 marketers, 16 brands
• Competitive Situation: Air Fresheners
  • Major Marketers Capitalize on Stake in Household Cleaners
  • Half a Dozen Marketers and Brands Control the Market
  • Table 4-6: Comparison of Marketer Performance: Home and Auto Air Fresheners, 1990, 1996, and 1998 (percent): 8 marketers
  • Mergers and Acquisitions Further Consolidate the Industry
  • Market Share Is Enhanced with Innovative New Products
  • Scented Candle "Spray" and Other Crossover Strategies
• Competitive Profiles: Air Freshener Marketers
  • Church & Dwight
    • Arm & Hammer Is an Esteemed Consumer Brand Name
    • New Air Freshener Fights Bacteria
  • The Dial Corporation
    • Looking Toward Personal Care
    • Renuzit Soaring, Sarah Michaels Contributing Significantly to Bottom Line
  • S.C. Johnson & Son
    • Roots Are in Floors
    • Winning Marketing Strategies Preserve Leadership Position
    • Glade Plug Ins Scented Oil Warmers Too Innovative for the Mass Market?
  • Pennzoil Quaker State (Medo)
    • An Automotive Products Company
    • Petroleum Unit Patents Innovative Candle
  • Reckitt & Colman, Inc.
    • A Marketer of Cleaning Products
    • Merger with Benckiser Creates Household Cleaning Giant
  • Scott's Liquid Gold, Inc
    • Sales and Income Down in 1998
    • Touch of Scent in Trouble
• Marketing Trends
  • Continual Updating and Line Extensions Critical in Consumer-Driven Market
  • A Fragrance for Every Taste, Occasion, and Space in the Home
  • Novelty Is Key to Success
  • Novelty Abounds
  • Auto Air Fresheners Notable for Novelty
  • New Forms and Delivery Systems
  • Category Crossover Is Common among Home Fragrance Marketers
  • Crossover to Home Fragrances Exploits Fashion Brand Names
  • Cross-Category Products
• New Product Trends
  • Fashion and Color Join Fragrance in Driving Environmental Fragrances Trend Toward the Unusual
  • Reds and Purples the Best-Selling Candle Colors
  • Natural Ingredients
  • Aromatherapy
  • Some Environmental Fragrances Designed to Trigger Nostalgic Feelings Dual Duty: Odor Elimination Plus Fragrance
  • Current Fragrance Fads
  • Seasonal and Holiday Products
  • Seasonal Products Still Available
  • Winter Holiday Season
  • Other Holidays/Seasons
  • Fragrances Based on Foods
  • New Product Introductions
  • Table 4-7: The U.S. Home Fragrance Market: Selected New Product Introductions and Line Extensions of Environmental Fragrance Products, 1997-1999 (listing): 37 Marketers, 69 Brands/Products Table 4-8: The U.S. Home Fragrance Market: Selected New Product Introductions and Line Extensions of Air Freshener Products, 1997-1999 (listing): 20 Marketers, 52 Brands/Products
• Packaging Trends
  • Packaging Positions Product Image
  • Labels Educate the Consumer
  • Use of Environmentally Friendly Packaging Escalates
  • Upscale Packaging Positions Products as Decorative Accessories and Gifts
  • Especially True in Environmental Fragrance Category
  • Packaging Positions Mass-Market Air Fresheners as Comparatively Upscale
  • The Synergy of Seasonality and Giftability
  • Sampling Allows Consumers to Smell Different Fragrances
• Consumer Advertising Expenditures
  • Competitive Media Reporting Tracks Advertising Expenditures
  • Expenditures on Promotions Unmeasured but Significant
  • Three Companies Account for Vast Majority of Measured Expenditures S.C. Johnson Backs Candle Scents, Plug Ins
  • Reckitt & Colman a Distant Second with Wizard
  • Dial's Support for Renuzit Is Moderate
  • Coty Spends Substantially on Advertising in 1998 and 1999 to Create Brand Awareness for Its Calgon Home Line
• Advertising Positioning: Air Fresheners
  • Natural Scents and Ingredients
  • Fresh Air Theme
  • Focus on Fragrance
  • Scent Replaces Odor Elimination
  • Counter-Trend: "Bathroom Humor"
  • Long-Lasting Scents
  • Aromatherapy: "Relax, Refresh, Rejuvenate"
  • Examples of Consumer Advertising
• Advertising Positioning: Environmental Fragrances
  • Some Products Are Attractive Enough to Be Their Own Advertisements Extensive Product Lines
  • Positioning Mirrors That for Air Fresheners
  • Natural Ingredients
  • Fragrance as the Selling Point
  • Fragrances and Blends Are Given Intriguing Names
  • Long-Lasting
  • Aromatherapy
  • Examples of Consumer Advertising
• Consumer Promotions
  • Price Promotions for Air Fresheners Common
  • Discounts, Giveaways, and Samples
  • Sweepstakes a Newly Popular Promotional Vehicle for Air Fresheners
  • S.C. Johnson and CBS Team Up in 1998: "Make a Scene with Soap Stars"
  • Renuzit's "Escape to the Spa" Sweepstakes
  • Glade "Scents of Spring" Sweepstakes
  • Wizard "Fragrances That Change Your World" Sweepstakes
  • Examples of Consumer Promotions
• Trade Advertising and Promotions
  • Considerable Marketing Efforts Target Retailers
  • Most Marketers Offer a Broad Range of Merchandising Support Materials and Services to Retailers
  • Trade Shows a Boon to Smaller Marketers
  • Larger Marketers Provide Co-op Advertising Support
  • Examples of Trade Advertising

• Distribution
  • Most Products Distributed Directly from Marketers to Retail Outlets
  • Smaller Marketers and Retailers Use Distributors
  • Direct Sales
  • Door-to-Door Selling Still Flourishes
  • Party Sales Are a Major Channel for Blyth Industries
  • The Internet Is an Evolving Outlet for Home Fragrances
• Retail Outlets
  • Two Main Types of Outlets: Mass and Limited Distribution
  • Mass-Market Outlets
  • Limited-Distribution Outlets
  • Alternative Outlets
• At the Retail Level: Mass-Market Outlets
  • Discounters Become Primary Outlet
  • Placement
  • Air Fresheners Are with Household Cleaners
  • Environmental Fragrances Often Cross-Merchandised
  • Shelf Space Varies
  • Margins Differ by Product Type, with Auto Fresheners and Scented Candles Boasting About 50%
  • Air Freshener Displays Vary Little from Outlet to Outlet in Mass Market
  • Medo Offers Retailers a Wide Variety of Merchandising Materials for Display
  • Glade Plug Ins Best-Selling Air Freshener in Mass-Market
  • Table 5-1: Best-Selling U.S. Air Freshener Products in Mass-Market Outlets, 1998 vs. 1997
  • Discounters Increasingly Important Outlets for Environmental Fragrances
  • Florasense the Best-Selling Potpourri/Sachet Product at Mass
  • Table 5-2: Best-Selling U.S. Potpourri/Sachet Products in Mass-Market Outlets, 1998 vs. 1997
  • Scented Candle Sales at Mass Not Distinguished from Unscented
  • Table 5-3: Best-Selling U.S. Candle Products (Scented and Unscented) in Mass-Market Outlets, 1998 vs. 1997
  • Private Label Becomes Key Contender at Mass
  • Candle Purchases Are Made on Impulse
  • Pricing
  • Mass-Market Advertising and Promotions
  • Examples of Mass-Market Advertising and Promotions
• At the Retail Level: Limited-Distribution Outlets
  • Dominant Retailers Are Department Stores, Boutiques, and Gift Shops
  • Environmental Fragrance Products Are Considered Luxuries, So Carry Cachet
  • Department Stores Carry Full Product Lines
  • Specialty Shops Add Home-Fragrance Line Extensions
  • Gift Shops Also Carry Extensive Product Lines
  • Allotted Shelf Space Grows
  • Best-Selling Brands at Limited-Distribution Retailers
  • Pricing and Margins
  • Department Stores Position Home Fragrances in Different Areas
  • Gift Retailers Also Display Home Fragrances in Various Areas
  • Specialty Shops May Feature Separate Sections for Home Fragrances
  • Promotions by Limited-Distribution Outlets Are Uncommon

• Introduction
  • The Simmons Consumer Survey
  • Consumer Data Are Limited
• Consumer Use: Air Fresheners
  • Number of Users
  • Heavy Users Account for Half of Product Consumption
  • African-Americans Show a Strong Propensity to Use Air Fresheners
  • Figure 6-1: U.S. Consumer Use of Air Fresheners by Heaviness of Product Use, 1998 (percent): Users, Consumption
  • Positive Indicators of Usage
  • Heavy Users Exhibit More Notable Skews
  • Table 6-1: U.S. Demographic Characteristics Favoring Use of Air Fresheners: Total vs. Heavy Use vs. Resisters, 1998 (listing): 12 Demographic Factors
  • Resisters
  • West Is Undersaturated
  • Factors Favoring Use by Product Form
  • Spray Air Fresheners
  • Solid Air Fresheners
  • Table 6-2: U.S. Demographic Characteristics Favoring Use of Air Fresheners By Product Form, 1998 (listing): 12 Demographic Factors; Spray, Solid
  • Resisters
  • Sprays
  • Solids
  • Upscale Versus Downscale Profiles
  • Glade Most Widely Used Brand
  • Table 6-3: U.S. Consumer Use of Air Fresheners by Brand, 1998 (number and percent): Glade, Renuzit, Wizard, Airwick
  • Factors Favoring Use by Brand
  • Table 6-4: U.S. Demographic Characteristics Favoring Use of Air Fresheners By Brand, 1998 (listing): 11 demographic factors; Airwick, Glade, Renuzit, Wizard
• Americans' Housecleaning Habits
  • Good News for Home Fragrance Products: Regular Housecleaning Declining in Priority
  • Attitudes Toward Housework
  • Clean Extremes
  • Mess Busters
  • Strugglers
  • Dirt Dodgers
  • Mop Passers

Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses Of Selected Marketers