Detergents, dishwashing soap, waxes, cleansers, air fresheners, grease cleaners, toilet tablets, refrigerator deodorizers and insecticides are just a few of the multiple products used in homes on a daily basis. Today brands are developing them to also care for something much more important: our planet, which is everybody’s home.

“Consumers have a lot of tools to stay informed, so churning out environmentally friendly messages is not enough. Brands must demonstrate their commitment through actions. Therefore, ecological cleaning products, especially certified ones, carry more weight as modern consumers wants safe, healthy products they can trust,” explains María Pía Koechlin, FIS (Fragrance Innovation Support), who is in charge of the Household Area at CRAMER.

Climate change has accelerated this shift in behavior, leading to the creation of other options with more natural, antibacterial ingredients and fewer chemicals, without sacrificing one important quality: the aroma of the products.

CRAMER is continuing to design scents that fit increasingly exacting consumer preferences in both Chile and the rest of Latin America, with “novel and captivating” notes, according to our expert.

Traditionally, citrus fragrances like lemon, orange and grapefruit along with aloe vera, eucalyptus and lemon verbena are associated with cleanliness and tidy spaces. However, other aromas like lavender, berries and cherry are also being used to infuse homes with a sensation of calm, wellbeing and warmth.

The commitment expected from brands is so rigorous that this green trend even extends to packaging, with containers made from natural or recycled materials that can be reused or are refillable. Other measures include validation by independent, expert certifying bodies, more ecofriendly formulations and biodegradable fragrances.