#GENYZ is a cross-category exploratory of Millennials (Generation Y – 19-36 year olds) and Generation Z (kids under 18 years old), with a focus on their social media and purchasing habits, brand favorites, hopes, dreams and their fragrance preferences. The surprising findings led to the development of five on-trend concepts with associated fragrances geared toward these generations.
Young Millennials and Generation Z are so-called “digital natives” – generations that grew up with the internet, social media and smart devices. Their socializing, education, information gleaning and shopping behavior differ considerably from that of earlier generations.
“Leadership in understanding emerging demographics is a strong focus in North America. Conexion Latina (focused on Hispanics) and #GENYZ (focused on young consumers) demonstrate our expertise in understanding emerging demographics. We aspire to successfully create products geared toward them and position ourselves as the go-to partner for our clients for these demographics.” Says Andreas Steiner, President, Symrise, North America.
“#GENYZ is a highly interesting segment. Thanks to technology, young consumers are recalibrating various dimensions of fragrance consumption – purchase behaviour, moments of use, fragrance preferences and commitment to sustainability. Symrise strives to continually understand the consumption behaviour of this important demographic segment.” says Usha Vijay, Vice President, Marketing, Symrise, North America.
Symrise initiated primary consumer research in four US cities - Atlanta, Los Angeles, Freehold NJ and Yorktown NY. The consumers were introduced to several visualized lifestyle concepts, preferences of the concepts and olfactive associations were determined. The results of this study resulted in the creation of five future trend concepts, with olfactive pairings. The resulting, interactive presentation, #GENYZ, enables Symrise customers to understand and successfully address this generation.
“Leading this important initiative was exciting. We explored the young consumers’ preferences across a spectrum of categories. They are a fragrance-savvy, fun, yet responsible generation, interacting with each other in ways, much different from the other generations. We are excited to share the process, findings and fragrances from this platform with our clients.” says Doreen Bucher, Vice President, Marketing, Fine Fragrance & Specialty Bath, North America.
“Powering the program with consumers’ perspectives was enriching across many dimensions. It also allows us to leverage these insights with the other programs Symrise regularly invests in.”, comments Jeannine Dzuroska, Vice President, Consumer and Market Insights, North America.
Symrise is a global supplier of fragrances, flavorings, cosmetic base materials and substances, as well as functional ingredients. Its clients include manufacturers of perfumes, cosmetics, food and beverages, the pharmaceutical industry and producers of nutritional supplements and pet food.
Its sales of more than € 2.1 billion in the 2014 fiscal year place Symrise among the top three companies in the global flavors and fragrances market. Headquartered in Holzminden, Germany, the Group is represented in over 40 countries in Europe, Africa, the Middle East, Asia, the United States and Latin America.
Symrise works with its clients to develop new ideas and market-ready concepts for products that form an indispensable part of everyday life. Economic success and corporate responsibility are inextricably linked as part of this process. Symrise thus takes sustainability into account in every part of its corporate strategy. The company was awarded the German Sustainability Award in 2012. In 2013, Symrise was certified as a “Green Company” by DQS. Symrise – always inspiring more…
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