Connect, define and translate: developing a new fragrance for Giorgio Armani

This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.

Connect, define and translate: developing a new fragrance for Giorgio Armani

Emily BarleyWarc

Acqua di Gio is the number one men's fragrance in the world, and when fashion house Giorgio Armani wanted to replicate this success with a women's version it went to the fragrance house at International Flavors & Fragrances (IFF).

Arnaud Montet, global director of consumer science at IFF, described the process IFF followed to formulate the winning fragrance to the audience assembled for the ESOMAR Sensory Forum held in Paris in November 2015. "Fragrance is emotional," said Montet. "How can we bring some rational into...

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