When we run consumer studies, one reality always imposes itself: a hygiene product is almost never evaluated on its technical performance alone. “Kills 99% of bacteria” remains a selling point, but it says nothing about what the consumer is really looking for. A toothpaste, a deodorant or a mouthwash plays a far deeper role in our lives than mere cleaning.
The weight of invisible uncertainty
To grasp the scale of the phenomenon, look at the numbers. In a recent survey of 1,500 men and women, we collected 501 statements about bad breath. One participant in three raised the subject as a major concern. This is not a marginal topic but a massive expectation. These consumers are not just looking for a product; they are looking for a solution to an invisible uncertainty.
What the verbatims tell us
Analysing our panellists’ feedback and testimonies, notions emerge that go far beyond the bathroom. What users buy is:
- Self-confidence: no longer doubting their image.
- Social ease: being able to talk up close without fear.
- Peace of mind: removing a constant source of stress.
- Comfort in closeness: daring to laugh freely and engage in interaction.
A lever of differentiation for brands
In a market saturated with functional promises, the difference is no longer made solely on the power of the formula. It is made on a fine understanding of the product’s emotional impact. The real success of a hygiene product lies in its ability to change how users see themselves. Beyond technical performance there is the way we feel about ourselves, and the freedom that gives us with other people.
Sensory expertise also means reading between the lines of human needs, to help brands create products that mean something.
Originally published in French by SYRES France on 12 May 2026: read the original article.
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