∙ Perfume your world ∙

www.jesozio.comApril 2019

The air care market has put many efforts

into environmental and ethical

awareness by product claims.

●

Aromatherapy continues to gain traction

and transition into other platforms

of health and wellbeing.

●

Air care consumers continue their

concern in ingredients and transparency

moreover discovering alternatives to

clean the air.

•

•

TABLE OF CONTENTS

2

FRAGRANCETRENDS

Fragrance

Ingredients

Sozio Analysis

1

MARKET OVERVIEW

Category Overview

Key Brands

Facts and Figures

Trending Now

3

FRAGRANCE COLLECTION

Athleisure + Aromatherapy

Mass-culine

Breathe Beauty

MARKETOVERVIEW

• C a t e g o r y O v e r v i e w

• K e y B r a n d s

• F a c t s a n d F i g u r e s

• T r e n d i n g N o w

- 1 -

MARKET OVERVIEW - category overview

Market FactorsTotal US retail sales forecast of air care products, by segment, at current prices, 2013-23

➢ With a 2.2% increase of air care sales from 2017-2018, air care sales estimates and

forecasts are projected to be consistent and growing due to product innovation and

expanded product portfolios leading the way.

Source: Mintel AIRCARE, US- JANUARY 2019

- 2 -

MARKET OVERVIEW - key brands

- 3 -

MARKET OVERVIEW - facts and figures

Sales Value Breakdown of Air Care Market Share Leaders% by segment, North America, 2018

- 4 -

SC Johnson & Son Inc22%

Procter & Gamble18%

Reckitt Benckiser Group14%

Newell Brands4%

Henkel Group4%

Julius Samann Ltd3%

Energizer Holdings Inc2%

Private label14%

Others19%

SC Johnson & Son Inc

Procter & Gamble Company

Reckitt Benckiser Group

Newell Brands

Henkel Group

Julius Samann Ltd

Energizer Holdings Inc

Private label

Others

Source: Mintel AIRCARE, US- JANUARY 2019

($831.8 m)

($652.9 m)

($517.5 m)

($159.1 m)

($141.5 m)

($116.8 m)

($76.4 m)

($527.5 m)

($699.6 m)

MARKET OVERVIEW - facts and figures

Top Companies For Air Care Product Launches% by segment, North America, 2018

TOP AIR CARE BRANDS

Bath and Body Works

White Barn

Yankee Candle

Glade

Febreze

Airwick

Loblaws

Woodwick

Mrs. Meyers

Caldrea

- 5 -

Limited Brands

56%

Newell Brands14%

George Weston7%

SC Johnson & Son12%

Procter & Gamble

6%

Reckitt Benckiser

5%

Source: Mintel GNPD, 2019

MARKET OVERVIEW - facts and figures

Top Categories For Air Care Product Launches

➢ CANDLES, incense, oil burners and wax burners are top selling product forms of the air care market.

➢ Air care products are becoming more upscale, consumers not see only the functional aspect of the product

(odor neutralizing or masking), but also want to build a premium ambiance/mood in their home.

- 6 -

Candles57%

Non-Powered Air Fresheners*

30%

Powered Air Fresheners/ Deodorisers*

13%

Source: Mintel GNPD, 2019

0 200 400 600

2016

2017

2018

Powered AirFresheners/Deodorisers*

Non-Powered AirFresheners*

Candles

*POWERED- AIR FRESHENERS/ DEODORIZERS include wax warmers, electric diffusers etc.

*NON-POWERED- AIR FRESHENERS include slow release diffusers, car fresheners, room sprays.

UnitsY

ear

% by segment, North America, 2018 # of products, North America, 2016-2018

0 200 400 600 800 1,000

2016

2017

2018

Odor Neutralizing

Refill/ Refillable

Seasonal

Toxins Free

Botanical/ Herbal

Ethical/ EnvironmentallyFriendly

Environmental

Friendly

48%

Seasonal

21%

Refillable

20%

Botanical/

Herbal

19%

Odor

Neutralizing

12%

Source: Mintel GNPD, 2019

MARKET OVERVIEW - facts and figures

- 7 -

Units

Year

Ethical/ Environmentally

Friendly44%

Botanical/ Herbal21%

Toxins Free15%

Seasonal9%

Refill/ Refillable6%

Odor Neutralizin

g5%

% by segment, North America, 2018 # of products, North America, 2016-2018

Top Product Claims For Air Care New Products

➢ Top claims “ETHICAL/ ENVIRONMENTALLY FRIENDLY,” “BOTANICAL/ HERBAL” or “TOXINS

FREE” have been globally trending. Consumers have increased interest in ingredient transparency,

natural products and brands that hold respect for their health and the environment’s safety (ethical,

environmentally friendly, sustainability, refillable, botanical/herbal, toxin free etc.)

➢ “ODOR NEUTRALIZING” and “SEASONAL” claims are reflective of consumers interests in

efficacy, function, potency/longevity as well as convenience i.e Febreze Air Purifier reduces allergen

in the air and delivers a spring floral fragrance at the same time.

42%US consumers have not

used, but are interested in

odor prevention air care.

Odor

Neutralizing

56%US consumers express their

interest in trying anti-pollution

air care products.

Innovative

Air Care

forecasted increase

in US air care sales

in 2023.

15%

Market

Forecast

71%US households purchase air

care products to remove bad

odors and provide a

pleasant scent.

Every Home

Has One

20%US consumers shopping for

candles wish mass brands

offered more premium scents.

Masstige

Products

67%Of scented candles or wax melt users in

US think candles can create a desired

atmosphere when entertaining guests.

Create

Atmosphere

MARKET OVERVIEW - facts and figures

CONSUMERS ARE INTERESTED IN AND PURCHASING AIR CARE PRODUCTS. . . . .

Source: Mintel, 2018-2019

- 8 -

MARKET OVERVIEW - trending now

Inspiration From Beauty

The air care industry has been highly influenced by trending ingredients gaining traction in

the beauty/personal care industry i.e watermelon, cocoa, jojoba.

INGREDIENT

GET A GOOD FEELING

Pre and Post Potty

HOUSEHOLD AIR CARE

V.I.Poo

Pre-Poop spray

AIRWICK

Boss

CHEZ GAGNE

Spiced Honey Tea

VILLAGE CANDLE

Misty Coconut Waves

DW HOME

Dissolvable Air freshener

tablet

POTTYMINTS

Not only are brands launching new/unique pre and post-

going to the bathroom sprays for making toilet time fun,

these products are launching with more transparent

ingredient claims and disclosures

reflecting safety and nature.

I AM FUN

Magnolia and Lily

ECOS

AM/PM

MEJURI

These specialty air care products use a more experiential marketing

technique; they can give off a positive vibe not from aromatherapeutic

essential oils but by the fantasy name given connected to olfactive memory.

- 9 -

Watermelon Lemonade

BATH & BODY WORKS

Confidence + Freedom

CHESAPEAKE BAY

Lavender

Before you go toilet tablet

DOO DROPS

Fruity Booty

before-you-squat-spray

SQUATTYPOTTY UNICORN

GOLD

Purple Kush

BOYSMELLS

MARKET OVERVIEW - trending now

➢ Inspired by personal care, health and well-being, the air care

industry uses trendy aromatherapeutic ingredients to launch

product lines and pairing them with an athletic activity.

➢ Aromatherapy claims of air care launches have increased

from 13% in 2014 to 25% in 2018.

Tips: A fragrance for yoga mats could be a calming lavender

while for cardio an energizing citrus room spray would be ideal

for aromatherapy.

Athleisure meets Air Care

➢ Anti-pollution has transitioned throughout beauty and

household care products from anti-pollution age defense

serums to laundry detergent with active enzymes.

➢ 21% US consumers are using less air care products because

of indoor air pollution.

➢ Anti-pollution ingredient claims include microbiomes, bio-

enzymes, probiotic, antibacterial & other active ingredients.

➢ 16% US consumers have used anti-pollution air care products

while 56% express interest in trying this type of product.

Anti-Pollution Air Care

Odour Spray +

PROBIOot Zapakha

(Anti-Odour Spray)

PIP

Spray

Purificador de Cama

PARADUST

- 10 -

Tea Tree and Lemon

Yoga Mist

AURA CACIA

Pure Recovery

UMA X EQUINOXEucalyptus

Shower 2 Spa Mist

AROMA ARIA

Source: Mintel GNPD, 2019

MARKET OVERVIEW - trending now

- 11 -

➢ Essential oils have been used for well-being and mental health;

they are gaining more active/beneficial uses like to change

mood with an essential oil and how to use that mood in

activities.

➢ Market demand for safer, sustainable, natural ingredients and

eco-friendly products will continue to drive product innovation.

➢ Strong interest in a natural claim is reflected by brand’s

successes’ of infusing essential oils with fragrances.

➢ Interest in essential oils has grown by 8% in 2018 vs. 2016.

Essential Oils

Deep Sleep

Pillow Spray

THISWORKS

Lavender

3-in-1 Essential Oil

BATH & BODY WORKS

Sweet Pea and Pear

Fine Fragrance Mist

GLADE

MasculineFragrances

1.

2.

3.

➢ Masculine products are actually normalizing in the market and

are transitioning from niche market into mass market products.

➢ Younger men ages 18-44 express stronger interest in different

fragrances than younger woman; suggesting brands could

invigorate the “mandle movement” by expanding beyond

traditional masculine scents.

1. Bourbon BATH & BODY WORKS

2. Harvest Walk YANKEE CANDLE

3. Sultry Amber Rhythm GLADE

Masculine Meets Mass Market

FRAGRANCETRENDS

• F r a g r a n c e

• I n g r e d i e n t s

• S o z i o A n a l y s i s

- 12-

FRAGRANCE TRENDS - fragrance

% by segment, North America, 2018 # of products, North America, 2016-2018

➢ GREEN/ HERBAL/ WOODY, FRUITY and GOURMAND fragrance families are the leading scents.

➢ FRUITY and GOURMAND are trending scents offering more experiential products.

➢ The health and nature global trend opens new opportunities for FRESH & CLEAN and

GREEN/HERBAL/WOODY scents appealing to wellness and relaxation.Source: Mintel GNPD, 2018

- 13 -

Floral17%

Gourmet/ Edible27%

Fruity23%

Green/ Herbal/ Woody

22%

Fresh & Clean11%

0 20 40 60 80

2016

2017

2018

Fresh & Clean

Green/ Herbal/Woody

Fruity

Gourmet/ Edible

Floral

Units

Year

Top 5 Fragrance Group Launches

FRAGRANCE TRENDS - ingredients

Top Interests in Air Care Scents% by segment, North America, 2018

➢ These ingredients have gained traction in the air care industry from trending ingredient claims of the

beauty/personal care industry.

➢ These ingredients are known to be beneficial in personal care and health.

➢ Consumers are interested in adding the essence of benefits and health to the air in their homes.

- 14 -

Base: 1,805 internet users aged 18+ who use air care

Source: Mintel AIRCARE, US- JANUARY 2019

FRAGRANCE TRENDS - Sozio analysis

- 15 -

FRUITY

AROMATIC

WOODY

FRESH

ORIENTAL

SPICY

CITRUS

FRAGRANCECOLLECTION

• A t h l e i s u r e + A r o m a t h e r a p y

• M a s s - c u l i n e

• B r e a t h e B e a u t y

- 16 -

Athleisure

+

Aromatherapy

- 17 -

INVIGORATINGPetitgrain & White Cedar

Woody/Spicy

Top: Bright Bergamot,

Orange Zest

Middle: Black Pepper,

Geranium

Base: Cedarwood, Musk,

Earthy Patchouli

Alternate Name

Energizing Driftwood & Bergamot

SLEEPYChamomile & Blue Lavender

Aromatic/Fresh

Top: Citron,

Apple Blossom

Middle: Lavender,

Chamomile, Ivy Leaves

Base: Tonka Bean,

White Musk

Alternate Name

Calming Chamomile & Lavender

Top: Green Apple,

Lemon

Middle: Dewy Greens,

Fresh Pepper

Base: Spearmint,

Peppermint, Eucalyptus

COOLDOWNSpearmint & Green Pepper

Citrus/Aromatic

Alternate Name

Healing Peppermint & Wasabi

- 18 -

FRAGRANCE COLLECTION - athleisure + aromatherapy

SZUS026656 SZUS026661 SZUS026658

Mass-culine

- 19 -

♂

Crimson AmberCitrus/Spicy

Top: Blood Orange,

Crisp Apple

Middle: White Pepper,

Jasmine Petals

Base: Elemi

Alternate Name

Blood Orange & Peppercorn

Charcoal NoirWoody/Oriental

Top: Green Apple,

Thyme

Middle: Spiced Cypress,

Eucalyptus

Base: Agarwood, Cedarwood,

Amber Crystals

Alternate Name

Volcanic Ash & Cedar

Top: Raspberry,

Pomelo

Middle: Violet,

Red Magnolia

Base: Cuir Accord, Amber,

Creamy Sandalwood

Black Tea & TabacOriental/Spicy

Alternate Name

Saffron & Sandalwood

- 20 -

FRAGRANCE COLLECTION - mass-culine

SZUS026657 SZUS026665 SZUS026660

Breathe Beauty

- 21 -

Watermelon HydrationFruity/Sweet

Top: Juicy Watermelon,

Clementine, Asian Pear

Middle: Green Melon,

Fresh

Base: Vanilla,

Sweet Musk

Alternate Name

Wondermelon Waters

CBD CureAromatic/Woody

Top: Ginseng, Grapefruit,

Tangerine Peel

Middle: Hemp Flower,

Lavender Blossom

Base: Cedarwood, Spiced Resin,

Patchouli

Alternate Name

Hemp Blossom

Top: Eucalyptus,

Citrus Fruits

Middle: Creamy Coconut, Almond,

Island Jasmine

Base: Tahitian Vanilla,

Sweet Musk

Coconut DetoxOriental/Woody

Alternate Name

Coconut Milk

- 22 -

FRAGRANCE COLLECTION - breathe beauty

SZUS026662 SZUS026664 SZUS026659

∙ Perfume your world ∙

www.jesozio.com

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