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The importance of fragrance in men’s grooming – a conversation with Lisa Wilson

By Deanna Utroske

- Last updated on GMT

The men’s grooming category is growing and Cremo is growing faster than most. Cremo Products got its start in 2007 with a single shave cream and has since grown into a robust collection of men’s personal care and colognes (there’s women’s line too). In this video interview, fragrance expert Lisa Wilson shares insight into why scent may be a key factor in the brand’s success.

“For us it’s all about…taking a note or an accord and wrapping it in a way that makes it our own, that makes it unusual,”​ Lisa Wilson, principal at Scent&Strategy and in-house scent expert at Cremo Products, says, explaining the Cremo brand’s approach to scent.

“For instance, we just came out with a cooling body wash. And traditionally those body washes are so filled with menthol and overdosing on peppermint or spearmint, where that’s all you get. So we did something very new,” ​says Wilson, going on to describe a bit of the fragrance development process for the body wash: “We looked at the mint and we looked at citrus and we looked at green notes as sort of ozonics.”

Learn more about the role of scent in men’s grooming, the Cremo brand, and more in the video interview above.  

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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