More licensed products made of fabric are incorporating scent as a differentiator.
In some cases, the pairing is purely for novelty appeal. The limited-edition, eight-piece Wildfox Resort 14 Barbie Dreamhouse capsule collection of apparel and accessories, debuting last November, included some items with a sunscreen or cotton candy scent that lasted through 10 to 12 washes over four to six months.
Similarly, Franco Manufacturing has integrated scents supplied by Celessence’s KidScentz technology—which encompasses fragrances such as watermelon, bubble gum, cupcake, and bacon—into licensed bedding featuring Hello Kitty and Disney characters.
This technique isn’t limited just to character licensing. Earlier this year, fashion label BCBGMaxAzria announced that it would create a limited-edition women’s wrap with the scent of a Magnum Belgian Chocolate Double Caramel ice cream bar. It was offered as a gift-with-purchase in the U.S. this summer.
Sometimes there is a strategic reason, beyond novelty, for adding a scent. Last year, bedding maker Springs Global secured the license for P&G’s Febreze and is utilizing its scent in a number of bedding products under the Febreze Sleep Serenity line. Like Franco, it worked with Celessence to implement the program.
Scented fabrics are likely to remain mostly a novelty play, a means to add a unique twist for a short time. Still, situations are likely to arise, on occasion, where licensors and licensees can utilize scent for logical, strategic reasons, akin to the Springs-Febreze venture, as a key component of a long-term product line.
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