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Consumer and Market Insights
Perfumery

CONSUMER AND MARKET INSIGHTS UNDERSTANDING THE CONSUMER

Firmenich creates outstanding perfumes that reinforce bonding between brands and consumers. Our market knowledge and consumer insight tools are proven to consistently guide and inspire our creative teams as they develop fragrances for our customers’ products, tailor-made for the consumer target, for the brand, for the category and for global and local marketplaces.

DELIVERING CONSUMER AND SENSORY FEEDBACK THROUGHOUT THE CREATION PROCESS

Our knowledge of consumer habits, needs and preferences equips us to deliver fragrances that stimulate consumers to desire our customers’ brands and products.

Firmenich’s creation process is based on proven methodologies that we leverage consistently around the world:

  • Decoding the language consumers use to describe a fragrance and make the connection with our olfactive expert classification
  • Understanding the relationship between consumer, product and fragrance, and taking into account the context of use
  • Understanding consumer usage, attitudes and needs related to fragrance
  • Evaluating the fragrance liking preference of current products for a given market
  • Decoding the consumer’s olfactory universes for each category
  • Uncovering concepts and brand values and translating them into olfactory solutions
  • Exploring feelings about fragrances and the associated emotions and benefits
  • Identifying fragrance candidates with potential, and revealing strengths and weaknesses for further rework
  • Measuring and comparing fragrance performance using sensory evaluation
  • Validating the best fragrance candidate for a given brand launch
Trenz® Olfactive Design Encyclopedia Country Panorama

IDENTIFYING TRENDS INSPIRING FUTURE FRAGRANCES



Trenz® is Firmenich’s global strategic tool that signals major changes.

By predicting changing consumer needs, our cross-functional teams are stimulated to think about the future of fragrance in innovative ways.

Trenz® complements all of our marketing and consumer insight tools and helps to initiate new fragrances and flavors that consumers will embrace.

AVANT-GARDE AND EPHEMERAL OLFACTIVE DESIGN



Since 1998, Firmenich has hosted Olfactive Design, a collaborative exploration of words, images, films and documents associated with fragrance.

The event explores the vital and evolving role of fragrance, culminating in an olfactory session showcasing specially designed fragrances.

Held approximately every two years, Olfactive Design celebrates the creativity and forward-thinking development at the heart of Firmenich.

ENCYCLOPEDIA OLFACTORY PRODUCT KNOWLEDGE AT YOUR FINGERTIPS

Encyclopedia is a cross-category proprietary and global database with in-depth and updated marketing and olfactory knowledge of new product launches. Firmenich makes Encyclopedia available to our customers and, of course, it is frequently accessed by our creation and development teams.

Encyclopedia covers more than 6,000 brands and 100,000 products across over 32 countries. Both Fine Fragrance and Body Care and Home Care products covered.

Firmenich’s creative teams and marketers leverage this marketing and olfactory knowledge, developing fragrances to help customers achieve their strategic product and brand portfolio goals.

COUNTRY PANORAMA OPENING NEW OLFACTORY HORIZONS

Country Panorama provides:

• A dive into a country’s socio-cultural, fragrance and food heritage, iconic scents and products

• A scent-driven, consumer-centered, cross-category immersion

• A multi-sensory experience of a country’s olfactory past, present and future

• A background to assist Firmenich teams to develop winning and tailor-made solutions for specific categories and brands, particularly those entering new markets
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