Realism vs. Control in Fragrance Research
Fragrance testing often involves a tradeoff: home use tests (HUTs) provide in-context realism and ecological validity, but they come with high costs, logistical challenges, and limited sensory control. Central location tests (CLTs) offer speed and control but lack environmental context, especially for attributes like fragrance longevity, which unfold over time.
To address this, Reckitt and Curion partnered to test a modified approach: a contextualized CLT designed to replicate key sensory moments of the HUT while maintaining the efficiency of a controlled testing environment.
Study Design: Modified CLT vs. Standard HUT
Both tests evaluated the same product’s initial scent impression and fragrance longevity – critical “moments of truth” for consumer satisfaction in air care products. The contextualized CLT assessed fragrance at the initial moment and again after 60 minutes. The standard HUT captured the same initial moment but extended the timeline to up to 4 hours and included a 3-day usage period in participants’ homes.
The contextualized CLT used environmental and behavioral cues inspired by real-life HUTs, conducted at Curion’s New Jersey facility. The goal was to determine whether shorter, lab-based assessments could yield insights comparable to multi-day, in-home evaluations.
Similar Outcomes, Different Advantages
Data analysis revealed that the results from the contextualized CLT were largely consistent with those of the standard HUT, particularly in evaluating fragrance strength and lastingness. This suggests that, for specific sensory objectives, a contextualized CLT can replicate the value of longer, costlier HUTs without the logistical burden.
The CLT provided highly focused feedback on scent-specific attributes such as strength, descriptors, and emotional impact. It allowed for controlled “apples-to-apples” comparisons across prototypes and fragrance profiles. The HUT, while richer in contextual feedback, introduced more variables and required greater time and resources to execute.
Strategic Considerations For Each Method Use
The contextualized CLT is best suited for:
- Fragrance screening and early-stage optimization
- Pre-launch validation of fragrance direction
- Projects with limited budget or tight timelines
- Situations where controlled attribute feedback is prioritized
The HUT remains preferred when:
- Real-world product usage and environmental variability are critical
- Evaluating efficacy in shared or large spaces
- Assessing multi-day product performance and repeat usage
Evolving the Research Toolkit
This study confirms that contextual cues can bridge the gap between lab-based and in-home testing, especially for targeted sensory measures like initial scent perception and early-stage longevity. For product teams working under time and cost constraints, this strategic method opens up a faster, scalable alternative without sacrificing data integrity.
By redefining how and when we use CLTs, researchers can accelerate fragrance development, reduce cycle time, and maintain focus on the sensory attributes that drive consumer choice.
Authors: Neeta Yousaf (Curion), Tara Biuso (Curion), Jennifer Balestra (Reckitt), Stephen Lillford (Reckitt)
To explore the test design, data outputs, and when to use each method, download the full digital poster.
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Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
