Based on research showing that its Hispanic consumers are eager to use scented products throughout their homes, Procter & Gamble formed its first multicultural partnership with Target, creating a “Touch of Scent For Every Room,” as MediaPost reported.P&G created special end caps displaying a number of scented P&G products for use in Target stores that serve larger numbers of Hispanics. The month-long promotion grew out of the success of Tide’s Simple Pleasures line with Hispanic consumers, and the realization that they wanted even more scent options.A P&G spokeswoman said the company worked with scent expert Alan Hirsch, who has previously developed nine aroma-based personalities for P&G’s Hispanic research division.The products in this promotion included Tide, Dawn, Febreze, Downy, Gain, Bounce, Cascade and Mr. Clean products, and fragrances included lavender, jasmine, roses, violets, lilies and cinnamon.While P&G said there is no clear reason why Hispanic consumers are so much more enthusiastic about scents than other groups, there is no doubt that scent matters. “We have learned that while our Latina customer buys a slew of scent products for her home, the scent experience is intrinsically important in how she rates the detergent she uses,” the spokeswoman said. “She is really motivated by freshness and goes out of her way to provide it. A fresh, new scent is something even the family will notice and appreciate.”The company has developed specially tailored versions of products such as Tide with Febreze Freshness and Downy Tropical Bloom “that include product and packaging attributes that meet the preferences of Hispanic consumers.”
“P&G Seeks Scent-Sensitive Hispanics In Target Stores,” MediaPost, June 22, 2007. Also see “How P&G Led Also-Ran to Sweet Smell of Success,” Wall Street Journal, September 4, 2007.
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