FRAGRANCES 163
Usingnaturaloilsinfragrance: its role in clean beauty
n Thomas Kerfoot - O&3, UK
Natural oils are our heritage and passion at O&3. So, for us, it is not unexpected to see the popularity of these natural ingredients in the personal care industry - but it can be surprising how versatile oils can be, particularly when it comes to fragrance. Scents and fragrances have always been
a key purchase driver for consumers when considering which personal care products to buy. From shampoos to soap bases, butters, lotions and creams, how brands and formulators fragrance a product is a key differentiator.
The oils used within those fragrances play a key part in creating the distinguishing smells that so many brands are known for and ultimately drive consumers to purchase. Over half of Europeans (67%) agree that scent is the most important factor influencing a consumer when purchasing liquid soap products and, in the US, 47% of consumers choose shampoo or conditioner based on the fragrance alone.
Transparency However, despite our love of fragrance, consumers are demanding a new level of transparency from brands and manufacturers. According to Mintel, in the UK, 36% of adults agree that the lack of ingredient information for fragrances is worrying. Consumer-led demand for ‘clean beauty’ products and an increased focus on sustainability has led to a continued drive for ingredient transparency within the beauty and personal care industry. Customers are becoming increasingly astute about ingredients and are often refusing to accept things at face value - forcing brands to be more open and honest about their formulations. Ingredients used to fragrance products
are no exception to this trend. Consumer faith in natural and organic oil application is so much so that there has been considerable increase in the retail of organic essential oils and cold pressed oils for use in fragrances in recent years. Brands are encouraging the consumer to take advantage of the oils’ nourishing benefits, both through formulation and direct
April 2020
application. Recent product launches are using fragrances inspired by nature, such as rose, almond and lavender, emphasising the move towards using oils from natural sources.
This market can be tricky for knowing exactly what you are buying. With ever changing personal care regulations, it is so important that the quality and manufacturing methods of the products you buy are crystal clear. With clean beauty showing no sign of slowing down, O&3 offer downloadable technical documents for each ingredient online, with all the detail manufacturers need - including which products to use to achieve that distinguished aroma.
Essential oils Where synthetic fragrance can offer a wide array of potent, long lasting scents - essential oils do not disappoint when it comes to fragrance.
The fragrances from essential oils are
created by isolating their natural aromatic components from a complex scent. They are widely used to fragrance personal care and cosmetic products because, as well as their pleasant smell, their benefits range from stress and migraine relief to improving skin conditions like eczema.
For example, take Patchouli, Essential
Oil Organic. Steam distilled from the dried leaves of the patchouli flower. A sweet and rich aroma, this oil is a preferred ingredient in perfumes, room diffusers and soaps. Its enticing scent is a great addition to your next formulation. With an uplifting aroma, patchouli is great for anti-depressant and anti-inflammatory rubs, hence why it works incredibly well in massage blends. Due to the antimicrobial and antifungal impact of essential oils, cosmetic preparations such as creams, gels and ointments do not necessarily require an additional chemical preservative if they
PERSONAL CARE EUROPE
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