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,...
The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam
International Flavors & Fragrances Inc needed to reconceptualise its idea of freshness for the Vietnamese laundry market.
