The Halo Effect in the Perfumery Industry: the Relevance of the ‘natural Ingredients’ Claim

Can consumer knowledge that a scent is 100% composed of natural ingredients influence sensory perception of the fragrance? In the present study, 112 participants were asked to test and evaluate a floral fragrance. Prior to the test and the evaluation of the scent, half of the consumers were informed of the 100% natural origin of its components, while the other half were not provided with that information, even though the individuals were exposed to exactly the same perfume made from totally natural essential vegetable oils. Results found that participants gave a higher mark to the scent when they had been informed that it was completely natural in origin. This study demonstrates that information proclaiming the natural origin of substances comprising a scent may change consumers’ sensory perception of the fragrance. This finding is of great relevance for scent manufacturers and cosmetics companies, enabling them to manage such claims as tools to market their products.