- Over a third of Brits say citrus is their favourite household scent
- Fresh laundry is the UK’s favourite smell
- Study from Baylis & Harding reveals Brits spend over £8 billion a year making their homes smell nice
Sweet Mandarin & Grapefruit has been crowned the inaugural home scent of the year by washing and bathing brand Baylis & Harding.
In a first of its kind launch, the Home Scent of the Year has been selected based on fragrance, home and hand wash trends, following nationwide research which reveals that around a third of Brits (32%) prefer citrus scents in their homes.
The refreshing and energising Sweet Mandarin & Grapefruit scent is already proving a popular choice across the Baylis & Harding hand wash range and is a favourite amongst celebs like Amanda Holden.
When it comes to hand wash in the home, the research revealed that three in four (74%) Brits believe the fragrance of someone’s hand wash can leave a lasting impression and 15% say a nice smelling hand wash is one of the first smells they notice in someone’s home.
When asked what unusual scent Brits would like to see crafted into a hand wash, baked bread topped the list (19%) followed by freshly cut grass (15%) and thirdly fresh coffee (14%).
Elsewhere, the study reveals that fragrance plays an increasingly important role in the way we live and feel at home. Cleanliness (56%) is the number one feeling most associated with home scents, followed by comfort (51%) and calmness (49%).
According to the data, eight in 10 Brits (79%) say they are inspired by other people’s nice smelling homes, while 89% feel more confident having guests over when their home smells nice.
And our nose plays apart in our romantic lives too, with more than half of those surveyed (52%) revealed they would end a relationship if a partner’s home smelt bad. A third (31%) also revealed they would avoid going to someone else’s home if it smelt bad.
Therefore, it’s no surprise that Brits are keen to make their homes smell nice. The study revealed each household spends around £25 a month on home fragrances, including hand wash, which equates to a huge £8.8 billion across the UK over the course of a 12-month period.
Top household scents include fresh laundry (35%), lavender (30%) and coffee (23%), while cigarette smoke (48%), body odour (46%) and rotten food (43%) topping the least-liked fragrance list.
The research has been conducted by Baylis & Harding to launch its Discover Your Signature Fragrance campaign, inviting consumers on a journey of fragrance discovery to find the perfect hand wash fragrance to suit them, their home and their lifestyle.
Baylis & Harding has partnered with renowned scent expert, Suzy Nightingale, to offer advice on how to find your signature fragrance and what our choice in hand wash and home fragrance might say about us.
Suzy Nightingale said: “Our sense of smell is a hidden superpower that we can tap into whenever we need, selecting hand wash scents to enhance our mood and help us feel better every single day.
“Our choice of scent whether that’s as a perfume or hand wash, also indicates something about who we are. So those who choose Sweet Mandarin & Grapefruit as their favourite fragrance are confident individuals who welcome a lively home – perhaps enjoying entertaining guests regularly.
“Increasingly, I’m seeing people wanting to surround themselves with beautiful scents to create a home which feels truly their own.”
Tania Slater, co-founder of Baylis & Harding, said: “We’ve always known the power of scent, whether its floral fragrances or bursts of citrus. We’re thrilled to spotlight Sweet Mandarin & Grapefruit as our first ever Home Scent of the Year, a smell that perfectly captures the refreshing and uplifting experience people want in their homes.
“Part of our Signature collection, Sweet Mandarin & Grapefruit has been a customer favourite since launch, so we’re under no illusion how important nice smells are to people.”
The Baylis & Harding Signature hand wash collection features a refreshed range of hand washes in a choice of seven distinct fragrance profiles, from energising citrus scents, warming vanilla undertones and earthy fragrances such as cedarwood and amber.
For further information, and to Discover Your Signature Fragrance please visit the Baylis & Harding website here: https://baylisandharding.com