According to the survey, a shower can have a very positive impact as nine out of ten respondents said that taking time to enjoy their morning shower transforms the rest of their day, as well as being one of the few times during the day where they get to truly ‘escape.’
For personal care product manufacturers this makes the product even more important as it can enhance the experience, particularly using scent, says P&G.
“Not only do the majority of women around the globe unanimously see the shower as an escape, but they overwhelmingly report scent as being one of the key components to a more enjoyable shower experience,” says April Anslinger, Associate Marketing Director, Herbal Essences.
By affecting the in-shower experience with the product, manufacturers can help enhance the experience for the consumer and this can ultimately lead to brand loyalty and a positive association with certain products.
“At Herbal Essences, we know that fragrance has the ability to shift her hair care from a necessary routine into a pleasurable experience, and we have always provided girls with fragrant hair care options to immerse the senses and transport her to paradise right in the shower,” adds Stacy Hertenstein, P&G Perfumer.
“Knowing that her hair not only looks great, but smells great too, gives her the confidence she needs to be whoever she wants to be that day.”
The power of scent
The Herbal Essences Survey was conducted by Wakefield Research among 1,000 women ages 18-35 in the US, UK, Canada and Mexico, using an email invitation and an online survey.
The survey found that after an enjoyable shower experience 69% of women feel relaxed, 56% of women feel prepared for the day, 52% of women feel happy, and 50% of women feel attractive.
More than just that, the survey also suggests that women who opt for nice-smelling products tend to have better social lives as scent purchasers are more likely to consider themselves spontaneous or social compared to those who do not purchase products or scent.
Scent purchasers are also more likely to exercise regularly and even admitted to getting intimate in the past month too, according to P&G.
Overall, 85% of women said they frequently purchase shower products solely for scent, and women overwhelmingly say they prefer a fruity scent (61%) to a floral one (39%).