Just two of the most interesting (amidst an article with lots of interesting info appearing in the Wall Street Journal by Ellen Byron) on how functional perfumery -i.e. fragrance created to aromatize functional products, such as laundry detergent, cleaning fluid, window pane sprays etc.- really works.
The preponderance for "fresh" and "clean" takes on many guises apparently, with not only labels just hinting of the truth inside, but also the sector being inspired by such -unlikely at first glance- things such as fashion trends, colors du jour, even food! (Behold the evidence of cookie-scented detergent on the left!)
A serious point is made on how the "trickling down effect", that is to say the trajectory effect from fine fragrance (i.e.perfumes) into functional perfumery is increasingly shortening, making the transition quicker and quicker all the while. So when your favorite fragrance starts smelling pedestrian, or you find yourself pining after a specific cleaning product like a homing pigeon, you know why. After all, niche perfume brand Tocca was there before!
There's also ample proof in the info by the industry professionals cited in the WSJ article that it all relies, much like with fine fragrance, on fantasy...As if we ever doubted it.
BTW: Another interesting article by the same author tackles the issue of overuse of detergent by American housewives.
pics via purex.com and globalgiants.com