BRINGING FRAGRANCE TO LIFE IN EAST AFRICA

Agile and focused, o6 Agencies continues to fuel the appetite for innovation among personal care and cosmetics manufacturers in Kenya and Tanzania. Both East African countries are of fundamental importance to the company, which supplies fragrances and flavours to customers of all sizes, including large-scale FMCG manufacturers, midsize producers of cosmetics and smaller entrepreneur-lead businesses. By Abby Vorster

ALTHOUGH O6 AGENCIES is based in South Africa, Richard Owen, who co-owns the company with his son, Adam, has been travelling to East Africa regularly for years, leveraging his presence on the ground to help customers develop their new ideas and to fulfil their requirements for trendsetting fragrance creations.

The company has an unwavering ethos of customer service, which is supported by the team’s in-depth knowledge of consumer preferences in Kenya and Tanzania. It also has access to a network of resources that share insights into global trends in the fragrance and personal care industries.

Adam points out that a fine fragrance trickle down continues dominate the home care and air freshener segments in East Africa.

“Sophisticated fine fragrance directions are noticeable in body lotion, soap and shampoo creations, which feature enchanting scents of fresh florals and tropical fruity notes. Oriental florals are preferred for washing detergents with this scent preference extending to some applications in personal care,” he explains. “Scented body mists have become an absolute must-have in East Africa since they made a comeback internationally in 2020. These light, refreshing and subtly scented body sprays are more affordable than heavily scented fragrances and perfect for daytime wear.”

FRANGIPANI BECOMES A FIRM FAVOURITE

Encouraged by the worldwide boom in self-care, Adam says frangipani fragrance oil is also in high demand in East Africa. Frangipanis are the beautiful fragrant tropical flowers of plumeria trees and an iconic symbol of the spa industry.

Comparable to the renowned scent of lily of the valley, frangipani fragrance oil has a strong, rich and luxurious floral fragrance with sweet and sophisticated accents. Notes of rose, ripe banana, grape, plum and lemon are unravelled in the fragrance oil, which is rounded off with a slightly spicy floral note.

o6 Agencies’ frangipani fragrance oil is a high-quality essential oil replica obtained through chemical synthesis. It forms part of the company’s Nu Naturals portfolio of essential oil replicas, which function effectively as fragrance ingredients in soaps, body lotions, shampoos and hair conditioners etc. The Nu Naturals range is allergen-free, taking consumers’ skin sensitivity needs into consideration. It also offers the added advantage of a reduced carbon footprint and avoids the high labour costs associated with traditional fragrance oils extractions. There is a diverse selection of notes in o6 Agencies’ basket of Nu Naturals, such as blood orange, lime, lemon and orange citrus oils; dragon fruit; Lilly of the valley and sweet jasmine.

SUSTAINABILITY TREND BECOMES A WAY OF LIFE

As a forward-thinking business, o6 Agencies is inspired by the emerging trends that occur around us, from fashion and architecture to art, cuisine and lifestyle products. Keeping an eye on these immediate developments equips the company with vast creative knowledge and ideas to share with customers and enhance their product briefs.

Adam says the sustainability movement is one trend that’s here to stay. It is a major driver of new product development, with almost every brand owner wanting to incorporate elements of sustainability or the entire model in their NPD projects. The most obvious changes can be made in ingredient sourcing and the processes used to manufacture goods. Brands can also reduce their product’s packaging or replace less sustainable packaging options such as laminates, foils and shrink sleeves with recyclable or bio-based materials.

Consumers are openly and enthusiastically exploring new sustainability concepts, with the aim of nature conservation and preservation. The focus on mass consumption has shifted,making way for quality consumption where they only purchase products they genuinely need. This pursuit of holistic well-being empowers consumers to connect internally, with their roots and Mother Earth. They will buy local products, source sustainable ingredients and prioritise local traditions, helping to rekindle a positive relationship between humans and nature.

In the cosmetics industry, sustainability demands are seen in the increasing need to create clean beauty products that are transparent, actively preserve natural resources and respect the skin’s microbiome. Brands that create products which help consumers establish ties between their personal sense of well-being and that of a healthy planet will succeed in winning over people who prioritise sustainability.

INCLUSIVITY IS UNAVOIDABLE

Looking further afield at the global fragrance industry, o6 Agencies underlines inclusivity, the multicultural angle, hygiene and cleanliness, and self-care as trends worth watching in the coming months.

There is an opportunity for fragrance brands to be more inclusive and to resonate with all consumers. If high profile fragrance campaigns are starting to portray a multitude of identities, it’s time that smaller brands also cottoned on to the need for increased inclusivity. This can and should be expressed more broadly with better representation of all racial groups, genders, sexual orientations, body types, ages and abilities.

In the fragrance industry, refill claims remain niche, yet brands can no longer hide from increased eco-pressures that call for more sustainably packaged products produced using fully traceable and ethically sourced ingredients.

Floratropia fragrances are sold in flexible pouches to convey the brand’s eco merits. The brand promotes the reduced carbon footprint of its pouches in comparison to regular glass bottles. It also offers refillable travel sprays in faux leather cases.

Expanded Carbon by Corps Volatils is a fine fragrance for men and women packaged in a refillable bottle made from recyclable aluminium and glass. The primary packaging is designed to protect the ingredients from light, while the exterior casing is made from recycled plastic. •

o6 Agencies – www.o6southafrica.com