In the past, people purchased fragrance products primarily out of necessity.
Making a room smell good, eliminating odors, or keeping clothes fresh were the most direct reasons for buying.
However, today's young consumers look beyond mere functionality when purchasing items like scented candles, perfumes, and diffusers.
They might buy them because:
"This scent makes me feel so comfortable."
"Lighting it after get off work creates a special sense of ritual."
"This fragrance reflects my current state of life."
Or simply because the product can turn an ordinary day into something special.
Consequently, "emotional value" has gradually become a key factor for young consumers when choosing fragrance products.
Yet, this "emotional value" is not an abstract concept.
It often stems from the scent itself, the ritual of use, visual design, personal expression, and the actual experience following the purchase.
I. Young consumers may be buying more than just a scented candle
Picture this:
You come home in the evening, turn on the lights, take a shower, and light your favorite scented candle.
The time the candle burns, the aroma filling the room, and the appearance of the container all become part of the experience.
Functionally, the candle is simply releasing fragrance.
But in terms of consumer experience, it might signify:
"get off work is finally over."
"This is time just for me."
"I want to relax today."
This is what distinguishes fragrance products from ordinary household goods.
The product itself hasn't changed, but consumers have imbued it with deeper meaning.
Therefore, the price young consumers are willing to pay for fragrances doesn't always align strictly with raw material costs.
They are also purchasing a personal experience.
II. Why does "emotional value" influence purchasing decisions?
Young consumers lead increasingly diverse lifestyles.
They constantly switch between different states—work, study, socializing, home life, and travel.
Fragrance products integrate seamlessly into these various scenarios.
One might use a fresh scent in the morning;
Switch to a warmer fragrance note after returning home;
Enjoy a favorite scent while reading on the weekend;
Or choose different fragrances for dates, gatherings, or holidays. Unlike large furniture, it doesn't require altering one's living space; unlike clothing, it doesn't need to be seen by others.
Consumers have the freedom to choose based on their current mood or state of mind.
This ability to "switch the atmosphere for oneself at any moment" is a key reason why young consumers love fragrance products.
III. A sense of ritual adds value to ordinary products
Why are consumers willing to buy scented candles even when the price is high?
One reason is that the product itself fosters a ritual around its use.
Lighting a candle, turning on a diffuser, or spritzing perfume—these are simple actions.
Yet, when integrated into specific life scenarios, they can become a regular habit in a consumer's daily routine.
For instance:
Using them before bed;
Using them while reading;
Using them while tidying the room on weekends;
Using them when friends visit.
Once a product becomes part of a routine, its significance goes beyond merely "providing a scent."
This explains why some fragrance brands place such emphasis on details like packaging, vessels, ignition methods, and the unboxing experience.
After all, what the consumer is purchasing is a complete experience.
IV. Young consumers also use scent to express themselves
Beyond its use in a space, fragrance serves as a powerful medium for personal expression.
This is especially true for perfume.
Two people wearing the same outfit might choose completely different perfumes.
Consumers want to express their personal style through scent.
Some prefer fresh notes, others like woody or floral scents, while some gravitate toward unique, niche fragrances.
A similar shift is occurring with home fragrances.
In the past, home fragrance was primarily about "making the room smell good."
Now, consumers ask themselves:
"Does this scent feel like 'home' to me?"
"Does this match my personal style?"
Consequently, fragrance is gradually becoming a subtle form of self-expression.
V. Visual appeal is also part of "emotional value"
The "emotional value" consumers perceive comes from more than just the scent.
The product's visual design is equally important.
A beautiful scented candle sitting in a room can serve as a decorative element, even when unlit.
A uniquely designed perfume bottle can become a visual highlight on a vanity.
This is why modern fragrance products place increasing importance on:
Vessel design, packaging, materials, color, and overall visual language. When a product not only meets functional needs but also integrates seamlessly into the consumer's living space, its value to the consumer transcends mere "functionality."
This offers a crucial insight for brands:
Fragrance products must not only smell good but also be something consumers genuinely want to own.
VI. Brands cannot simply promise to "bring happiness"; they must deliver a tangible experience.
"Emotional value" is becoming a common concept, which means brands cannot treat it merely as a marketing slogan.
If a product markets itself as "healing," "relaxing," or "happiness-inducing" but fails to deliver on the actual scent, packaging, and usage experience, consumers will quickly notice the discrepancy.
Emotional value that truly resonates with consumers must be embedded in the product's details.
For instance: Does the scent profile appeal to the target audience?
Is the fragrance consistent?
Does the product perform well during burning or diffusion?
Does the packaging align with the brand positioning?
Is the usage experience convenient?
While these may seem like minor details, they collectively determine the consumer's ultimate experience.
VII. What does "emotional value" mean for brands?
The fact that young consumers are willing to buy fragrances for emotional value does not mean products can neglect basic functionality.
Quite the opposite.
Functionality is the foundation for product acceptance, while the experience determines whether consumers grow to love it.
Therefore, a successful fragrance product must address several factors simultaneously:
Does it smell good?
Is it suitable for the intended usage scenario?
Is the product quality consistent?
Does the design align with the brand positioning?
Does it create a personal experience and lasting memory for the consumer?
When these elements combine, the fragrance transforms from a mere "scented product" into something that truly integrates into the consumer's life.
This is a key reason why young consumers continue to purchase fragrances.
They are buying more than just a scent in the air.
Sometimes, it represents ten minutes of "me-time" after get off work, a touch of ritual while tidying up on the weekend, or a small object that reflects their lifestyle.
For brands, the real opportunity lies not in simply slapping an "emotional value" label on a product, but in translating the brand's philosophy and intended emotions into a sensory experience—a scent—that consumers can genuinely perceive.
How does BILA help brands develop scents for various products? With over 30 years of experience as a direct manufacturer, we provide global brands with comprehensive, customized solutions for new product incubation and flexible, low-MOQ production support. Our diverse product portfolio includes scented candles, perfumes, liquid diffusers, smart aroma diffusers, and more. We manage the entire process—from fragrance R&D, product design, and custom packaging to compliant manufacturing and final delivery.
Why global clients partner with us (Our Core Strengths):
✨ Flexible MOQ: From Customization to Mass Production
We support small-batch orders to help brands minimize market testing risks and inventory pressure, while also meeting mass production needs to drive market growth.
✨ End-to-End Customization Services
We offer a one-stop service covering everything from fragrance R&D, custom packaging materials, and visual design to customs clearance and shipping that meets global compliance standards.
✨ International Perfumer Team Driving Brand Growth
Our team of international perfumers helps brands capture cutting-edge fragrance trends, enhance market competitiveness, and achieve sustainable growth.
✨ 30+ Years of Industry Experience & EU Certifications
Our products and services reach over 40 countries, complying with EU regulations and global industry standards such as IFRA, REACH, and CE.
✨ Artistic Fragrance & Eco-Friendly Philosophy
We create collectible, heirloom-quality artistic fragrances that offer multi-functional utility, while championing natural, healthy, and plant-based ingredients.
Whether you are a brand owner, retailer, wholesaler, distributor, cross-border e-commerce seller, independent online merchant, corporate client, or trader—and whether you are seeking a reliable supply chain partner or looking to scale up production for existing projects—we stand ready as your solid, dependable supply chain backbone. Contact us today.
FAQ
Q1: What is the "emotional value" of fragrance products?
Simply put, beyond meeting basic functional needs, these products provide consumers with an enhanced experience through factors like scent, a sense of ritual, design, and personal expression.
Q2: Why do young consumers place such importance on the emotional value of fragrances?
Fragrances integrate easily into daily life; they can be selected to suit different times, spaces, and moods, while also serving as a powerful medium for personal expression.
Q3: Is it enough for fragrance products to simply emphasize "healing" and "relaxation"? Ultimately, the emotional experience perceived by consumers is still rooted in the fragrance, quality, design, and actual usage experience.
Q4: How can brands develop fragrance products that offer emotional value?
One can start by considering the target consumers and lifestyle contexts, then determine the scent profile, product format, packaging, and overall visual identity to ensure the product positioning aligns with the actual experience.
BILA can begin with the target consumers and lifestyle contexts to develop distinctive, signature scents for brands; through product, packaging, and multi-category customization, we translate the intended brand sentiment into an experience that consumers can truly perceive.
Text/Photos: BILA
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BILA Biotechnology (Guangzhou) Co., Ltd.