What does Clean Mean today? For consumers, the act of cleaning today has new significance that has moved beyond the purposes of day-to-day hygiene. The concept of “Clean” now also connotes protection and care, amongst other values, and these are being integrated into consumer’s cleaning rituals. Firmenich has conducted studies that look at how consumers are also seeking product and fragrance solutions that combine clean and hygienic values. Discover how these behaviors can impact decisions and future innovations.