MG International Publishes Trend Report

2021 Global Beauty, Home and Personal Care Trend Report Results FROM MG INTERNATIONAL FRAGRANCE COMPANY IN COLLABORATION WITH INTERNATIONAL RESEARCH FIRM MINTEL MG International Fragrance Company, in collaboration with international research firm Mintel, prepared the 2021 Global Beauty, Home and Personal Care Trend Report. According to the research findings, production is being shaped in parallel with changes in consumption patterns. Baran Diler, Marketing Director at MG International Fragrance Company, and Duygu Beşbıçak, Head of Corporate Communications, evaluated the research from the perspective of the chemical industry. While the pandemic period that left its mark on 2020 continued to have an impact this year, visible changes occurred in consumption habits. The shift in purchasing behavior in beauty, home and personal care represents the most striking example of this. The way consumers discover products has changed permanently, and as a result, shopping habits have been completely transformed. During this period, a new category was added to beauty perception and home and personal care trends: health. This change reflected in international consumption habits shows that brands following health trends are coming to the fore and will continue to do so. International fragrance producer MG International Fragrance Company unveiled the 2021 Global Beauty, Home and Personal Care Trend Report, prepared in collaboration with international research firm Mintel, which will shed light on the chemical industry. According to the research findings; in the new normal, health has become an important part of beauty, and the pandemic, by focusing on mental well-being, has brought the concept of holistic health to the fore. Due to the pandemic, consumers have now redefined the words health and wellness, revealing the expectation that brands need to reinvent themselves in the areas of physical/mental health, comfort and financial well-being. BARAN DİLER Home care products promising pleasant fragrance are in the spotlight

• The fear created by the pandemic and forced lockdowns continue to keep consumers out of stores. For this reason, brands need to use online technologies to provide consumers with different experiences.
• During this period, a new category has been added to beauty perception and home and personal care trends: health. This change reflected in international consumption habits shows that brands following health trends will come to the fore.
• While the pandemic forced people to withdraw from society, home care gained importance during this period. Cleaning products thus came to the fore and became an important part of consumers' security perception.
• While some consumers clean excessively and others try to maintain a sense of normalcy, the feeling provided by a clean home creates a mental connection with health stronger than ever before.
• As consumers began to prefer products that would benefit both their physical and mental health, they turned to brands they trusted in terms of clean content. Home care products with human-health-friendly and nature-friendly, clean and natural ingredients became much more preferred than products with heavy chemical content.
• At the same time, consumers' changing routines were reflected in their packaging choices, directing them toward innovative formats that would make their lives easier. Easy-to-use products with virus-killing properties and sustainable features began to directly influence consumers' purchasing preferences.

Demand for plant-based products is growing

• Research shows that home care brands need to go beyond killing germs and viruses and support consumers' mental and physical health through products and activities. In addition, awareness of natural ingredients and plant-based products increased during this period. This sensitivity is particularly evident in laundry care products. Consumers, influenced by the period, are largely turning toward laundry care products that fight bacteria and bad odors.
• Among rising trends are sustainable products, content transparency and environmentally friendly packaging. Now brands are innovating by using natural ingredients instead of synthetic blends to meet the demand for environmentally friendly products. This also reduces consumers' concerns about material mixtures. In Europe, demand for plant-derived/plant-based products has shown significant annual growth over the past five years. This growth accounts for 18 percent of the value of new product development (NPD) in laundry care products in Europe.

DUYGU BEŞBIÇAK

Lasting fragrance positively influences consumption trends

• Among the research findings; there are results regarding changes in fragrance trends that should raise awareness from a chemical industry perspective. While fragrance is shown as the primary reason for purchase in all categories, consumers expect products they use to deliver lasting fragrance. Additionally, lasting fragrance is an important factor that boosts consumer confidence. While 62 percent of those wanting longer-lasting fragrance in hair care, 43 percent want longer-lasting fragrance in facial cleansing.
• Furthermore, research shows that as travel restrictions continue, consumers are looking for ways to satisfy their travel passion. Fragrances inspired by dreams help broaden consumers' horizons beyond their homes. Consumers are tired of being confined to a limited space and are looking for ways to discover new places. Brands should use "scent perception" as a means of transportation and offer the scents of cities or countries, giving consumers the opportunity to "travel" in their minds.
• Interpreting that consumers desire discovery and excitement, the research offers the suggestion that brands can fill this gap by taking them on a 'fragrance vacation' with the scents of countries and cities. While walking through library corridors or enjoying the taste of summer sun may seem like a distant memory, according to research findings; recreating the scent of 'normal' moments can evoke nostalgic feelings.

Communication through the sense of smell is gaining importance

• The way consumers discover and purchase products has changed permanently. The pandemic period created much awareness. Health consciousness will be indispensable in future concepts of beauty/personal care. For this reason, brands' fragrance applications will also be oriented toward demonstrating health consciousness.
• Research shows that the use of fragrance or color in beauty products can be used as a strategy for consumers to evoke positive emotions. With such a result, the chemical industry and fragrance world will gain value. The pandemic period, as in all areas, created many changes in our industry. We know we need to work with great awareness and sensitivity and are developing our production in this direction.
• Consumption of hygiene products will gradually increase over the next two years. In consumer habits, home care and personal care products will see increased demand. From this point on, consumers will act much more consciously, conduct more detailed examinations of product contents, and make new purchasing decisions accordingly. This essentially means that consumer preferences are directing industry dynamics.
• Brands' sensitivity toward fragrance use will continue to strengthen the sense of health in communication with consumers, and communication channels through the senses will gain more importance than ever before. For this reason, brands' sustainability will develop in parallel with updating their communication strategies in line with consumer expectations.

About MG International Fragrance Company: MG International Fragrance Company, operating as a producer in the cosmetics, personal care, hygiene, home cleaning and paper products group, supplies fragrance compositions and raw materials to approximately 4,000 global producers in more than 52 countries and domestically, and is ranked among Turkey's top 650 industrial companies. The Gebze Facility, which MG International Fragrance Company put into operation in 2015, is the world's first integrated fragrance facility with the highest production capacity under a single roof and was established in GOSB over an area of 50,000 square meters. In the integrated facility where approximately 300 personnel work, with a robotic system and 28 km of pipe lines, using more than 4,500 raw materials, the facility simultaneously produces over 200,000 fragrance formulas and 280 different raw materials on eight different production lines. MG International, with its environmentally conscious production, "employee and customer first" focused approach and efficient high technology use, meticulously prioritizes healthy and safe working environment conditions.