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

Emily Barley
Warc

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 an emotional world?"

In the fragrance industry clients deliver a brief to fragrance houses like IFF, and then the company develops a fragrance to match the brief – in competition with other houses.

The brief from Giorgio Armani was simple: it wanted a fresh smelling feminine fragrance that would sit under its umbrella brand Acqua di Gio.