Microplastics bans and its impact on the use of fragrance encapsulation

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When I first started formulating products in the household, institutional and industrial (HI&I) space, I would often sit down with the sales team to ensure I appropriately captured their expectations. When the team was asked how they would like the product to be scented, some simply said “make it smell nice.” However, other members of the team would have highly specific requests, such as notes of citrus, hints of pine, or the feeling of a crisp fall day. I recall being told that the most important performance criteria for laundry detergent was that clothes needed to smell fresh right out of the dryer. I could have built the world’s greatest cleaner, but if the smell wasn’t appealing to the consumer, no one was going to buy it.