The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam

Brian Carruthers

International Flavors & Fragrances Inc needed to reconceptualise its idea of freshness for the Vietnamese laundry market.

The morning ritual of putting on fresh, clean clothes has a psychological effect. “It makes you comfortable, reassured, happy and ready for the day,” explained Michiel Albrecht, global consumer insights manager at IFF. The world of laundry, he informed the Qual360 Europe conference (Berlin, February 2018), is all about emotion.

IFF, the trading name of International Flavors & Fragrances Inc, manufactures a range of products for use in foods and household products, including well-known laundry brands. Developing a global perspective on scent while also understanding the nuances of individual countries is a complex task but the heart of it is...

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