Abstract
Toiletry products in recent years have various fragrance items，and these encourage consumer’s buying intention．Roles of fragrance in products are to mask base odor of raw materials， and to give pleasure of using products，and to differentiate the product from others，and to enhance product’s preference image and concept，etc．We focused on psychological and psychological functions of fragrances among them，aiming at improvement of products sensibility value．
Some experiments were performed．“Memory retention of shampoo fragrance in user’s actual scene”，“Effect of fragrance materials on impression of masculinity using men’s voice measurement”，“Effect of fragrance fabric softener on touch of towel”．The results suggest that the roles and functions of fragrances are useful to raise added value of products and would lead to offer new emotional value products for diversifying consumer needs．
