As scent is so personal, we emotionally purchase, checking out with the fragrance that connects us to a time, a place or a memory and consequently overlooking any eco-conscious effort. In his book, “How Customers Think: Essential Insights into the Mind of the Market,” Harvard professor Gerald Zaltman states that 95% of purchasing decisions are driven by unconscious urges, the most influential being emotion. But we must do better, and we can, if we actively choose to.
What exactly makes a fragrance sustainable?
There are three main questions to ask. Are they cruelty-free, socially fair and eco-friendly?
“Fragrances must meet strict requirements regarding starting ingredients, solvents, preservatives and manufacturing processes,” states The Soil Association. We should also ensure that “there is no additional waste in manufacturing, that minimal packaging and recycled content is used,” as well as double-checking that marketing claims have been verified and approved.