Over the past year, consumers’ relationship with scents and the senses has transformed. New experiences have changed consumers’ relationships with their environment, communities, and the products in their lives. Firmenich conducted research to learn more about what is driving the transformation. For example, we learned that, more than ever, consumers pay more attention to fragrances, especially in the home and personal care categories. As a consequence, consumers expect more from their fragrance and product experience. With these findings, we explore how the power of perfumes and scents are continuing to evolve as consumers’ expectations change, and what new features can answer their developing needs.