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.

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,...

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