New initiative leverages AI and cultural insights to create
unique fragrances for Chinese consumers, enhancing brand
success.
PARIS, Jan. 8, 2025
/PRNewswire/ -- IFF (NYSE: IFF) today launched its China Scent
Exploration Program, a comprehensive consumer learning initiative
designed to create fragrances specifically for the Chinese region.
This program builds on IFF's deep regional expertise, which began
in 1981 when it became the first multinational fragrance company to
establish operations in China.
"The Chinese fragrance market represents one of our industry's
most exciting opportunities," said Ana Paula Mendonça, president,
Scent, IFF. "By combining artificial intelligence with deep
cultural insights for the first time, we're transforming fragrances
development in this dynamic market, unlocking unique opportunities
for both global and local brands."
Serving a market that spans fine fragrance ($2.15 billion), beauty and personal care
($77.35 billion), and home care
($18 billion)1, the
initiative combines historical research, cultural analysis, and
artificial intelligence to help brands develop unique scents that
deeply resonate with Chinese consumers.
The program is built on four strategic pillars:
- Historical and cultural imprint: Analyzes the
longstanding and diverse use of traditional fragrance ingredients
and to understand how they might be integrated into modern
products.
- Sensorial influences: Conducts extensive research on
cultural and botanical references, and olfactive analysis of iconic
Chinese ingredients to develop authentic scent profiles and unique
storytelling to the brand and consumers.
- Consumer insights: Surveys 10,000 people across
multiple cities and various generations from Gen X to Gen Z, while
monitoring social media trends to capture emerging
preferences.
- Artificial intelligence: Translates gathered insights
into precise fragrance creation guidelines.
"Our research captures consumer opinions from tier-1 cities to
emerging markets," said Arnaud
Montet, vice president of Global Human & Consumer
Insights, Scent, IFF. "This unprecedented scale of insights enables
us to help brands develop targeted fragrances for specific regions
and demographics, reducing development time and costs
significantly."
The China Scent Exploration Program tackles key market
challenges, such as the evolving preferences of Chinese consumers
and the need for culturally authentic fragrances. As part of IFF's
global market programs, this initiative enhances the company's
ability to guide strategic decisions and design purposeful scents,
helping brands create successful, tailored signatures for the
Chinese market.
The program complements IFF's broader commitment to the region,
including its Shanghai Creative Center, a 16,000 square-meter
facility in Shanghai Hongqiao Airport Business Park that is now
IFF's largest site in Asia.
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[1] IFF Scent
proprietary research conducted by Euromonitor International,
2023
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Contact:
Judith Gross
VP, Communication and Branding, Scent
+33630097462
judith.gross@iff.com
SOURCE IFF