Natural ingredients claim’s halo effect on hedonic sensory experiences of perfumes

• Supports halo effect of information exposure on the perception of perfumes.
• Natural origin claim improved hedonic sensory experience and purchase intention.
• Experimental effects were robust across three different fragrance types.
• Interaction effects with pro-environmental orientation were not supported.
• Effectiveness of natural ingredients claims in perfume and body care marketing.

Can consumer knowledge that a scent is composed of natural ingredients influence the perception of the fragrance? In the present study, 112 participants were asked to test and evaluate three perfumes from three different fragrance categories (floral, citrus and woody), all of which were made entirely from natural essential oils. Prior to the test and the evaluation of the scents, half of the subjects were informed of the natural origin of components, while the other half were not provided with that information. In addition, the pro-environmental orientation of all participants was assessed to analyze a potential interaction with the effect of the natural ingredients claim. Results revealed that participants’ hedonic sensory perception, acceptance and purchase intention improved when they had been previously exposed to the natural ingredients claim. Results were robust across all three different fragrance types. Findings confirm the existence of a halo effect of natural ingredients claims affecting the perception of perfumes. However, hypothesized interaction effects with pro-environmentalism were not supported empirically. Implications for marketers of body-care products as well as regulators are discussed.