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Press Release

Firmenich Fine Fragrance Launches RE|GENERATION Movement



Celebrating its 125-year legacy, Firmenich, the world leader in Fine Fragrance, launches a new movement today entitled: RE|GENERATION. This global call-to-action embraces the radical optimism of change and examines how it will shape the future of the industry, engaging with the fragrance community, customers, consumers, artists and influencers.


“The time for a new dialogue is now, which is even more important as we navigate the current unprecedented global events,” said Jerry Vittoria, President, Fine Fragrance Worldwide. “It’s the right time for seeking new solutions, sparking new emotions, fueling new desires and capturing the imagination of our customers and consumers alike. RE|GENERATION invites us to work together to innovate, rejuvenate and drive the transformation of Fine Fragrance.”


A new RE|GENERATION website invites talent, customers and consumers to join the conversation of leaders and disruptors in this movement. Content updates will shape discussions, exchanges and conversations on the future of fragrance: Users can also join the conversation on social media on @FirmenichFine using #FragranceIsCulture and #RegenerationReset as well.


With a forward-thinking mission, Firmenich Fine Fragrance is focused on using data to drive new technology and innovative offerings, making the benefits more vibrant, appealing and respectful for both customers and consumers worldwide.


Over the next few months, Firmenich Fine Fragrance will address how we can:

  • RE|THINK our relationship to history, environment, materials, ourselves and others

  • RE|ENGAGE through perfumery to fulfill people’s new aspirations

  • RE|IMAGINE a path that leads towards new positivity and a renewable future

  • RE|CREATE positive emotions to embrace nature and society


Firmenich Fine Fragrance’s two signature programs, Mind, Nose + Matter and Olfactive Design, will focus on RE|GENERATION and bring additional insights and visions to light. In September, Mind Nose + Matter will share insights, trends and vision to provide a clear understanding of today’s consumers. Later this Fall, Olfactive Design will feature a collaboration with world-renowned arts and design college Central Saint Martins to radically reimagine fragrance experiences for tomorrow’s world.

About Central Saint Martins


Central Saint Martins, UAL is globally renowned for the creative energy of its students, staff and graduates. Its educational reputation across art, design and performance is demonstrated by the ever-growing achievements of its alumni who include Grace Wales Bonner, Emilia Clarke, Antony Gormley, Craig Green, Charles Jeffrey, Jean Jullien, Ib Kamara, Helen Marten, Stella McCartney, M.I.A., Morag Myerscough, Rungano Nyongi, Laure Prouvost, Richard Quinn, Yinka Shonibare among many others. Central Saint Martins is part of University of the Arts London (UAL), an international centre for innovative teaching and research in arts, design, fashion, communication and the performing arts. The University is made up of six Colleges: Camberwell College of Arts, Central Saint Martins, Chelsea College of Arts, London College of Communication, London College of Fashion and Wimbledon College of Arts.

About Firmenich


Firmenich is the world’s largest privately-owned perfume and taste company, founded in Geneva, Switzerland, in 1895. Driven by its purpose to create positive emotions to enhance wellbeing, naturally, Firmenich has designed many of the world’s best-known perfumes and tastes, bringing delight to over four billion consumers every day. Renowned for its world-class research and creativity, as well as its leadership in sustainability, each year, Firmenich invests 10% of its turnover in R&D to understand and share the best that nature has to offer responsibly. Firmenich had an annual turnover of 3.9 billion Swiss Francs at end June 2019.