Arylessence TrendWatch® Defines 10 'Deep Trends'

ATLANTA—Arylessence Inc., the innovative fragrance creative house, released the ninth edition of Arylessence TrendWatch®, the company's highly regarded report on powerful trends that define U.S. consumer lifestyles, attitudes and buying habits.

The comprehensive 60-page report describes ten “deep trends” that reveal how U.S. consumers are shaping their lives, what is important to them and their families and how they make buying decisions today. The report also predicts fragrance and flavor ideas that will inspire consumers in 2010 and identifies hot colors for product design, packaging and home decor.

"This is a powerful tool for consumer marketers," said Arylessence’s president Steve Tanner. "The trends paint a vivid picture of American consumers who are guided by powerful ideas and influences in their lives. Not only are these influences real and enduring, but each is a stimulating resource for creative thinking in fragrance, flavor and new product design."

Key trends in the report include Value-Plus, which reflects consumer interest in products that offer multiple benefits and exceptional value; Tailor Made, describing a growing trend for highly personalized and individualized products; and Experiential Bliss, about the consumer's desire for rewarding personal experiences through multiple touch points.

Consistent trends, plus new global interest

While shifts in consumer lifestyles and behavior are noted by Arylessence researchers, all trends are reassuringly enduring.

"Even in challenging times, consumers still know their tastes and preferences," said Lori Miller Burns, Arylessence’s director of marketing. "For most of us, “green” and sustainable living will always be important, so will corporate honesty and transparency, and we prefer products that are good for us and our families. But we also live in a world that's filled with exotic tastes and flavors, and now more than ever, U.S. consumers are globally focused. People are excited about foods, spices and fragrance from places as diverse as India, Indonesia, China and Brazil."

Today's fusion of fragrance and food is defined by the trend Epicurean Art, which focuses on the beauty and artistry of fine foods, as well as artisan foods produced in small quantities by local farmers around the world.

Other Arylessence trends include Be(cause) You Care, highlighting social responsibility, ethical-consumerism and fair trade practices, and Social “Security”, about the importance of strong social networks of family, friends and co-workers. Overall, 10 trends are explored in detail in the report.

New trends in product packaging

American consumers continuously search for products that mirror their interests and emotions, Arylessence researchers said. The new TrendWatch identifies eight major packaging themes and 142 product design and packaging innovations, where marketers effectively align brands with powerful consumer passions, such as respect for the planet and protecting the environment.

"Sustainable packaging is a megatrend that is here and isn't going away," said Burns. "Every marketer now must think about paper, inks, plastic, glass and about recycling these costly packaging materials."

Arylessence TrendWatch is available on an annual subgascription basis from Arylessence Inc., Atlanta.

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