Firmenich Opens the First Fine Fragrance Atelier in China, the World’s Fastest Growing Fragrance Market
Establishes a New Home for Perfumery Culture in the Heart of Shanghai
Shanghai, China, September 19, 2019 – Firmenich, the largest privately owned company in the fragrance and taste business, opens an innovative Fine Fragrance Atelier in China today. The fragrance house becomes the first to offer a dedicated model providing easy access to all fine fragrance capabilities under one roof, closer to the fine fragrance market in downtown Shanghai, China, available to all local customers in China and global customers worldwide.
“We established our first office in China over 30 years ago, and after the opening of our Zhangjiagang manufacturing site earlier this year, this new investment in the heart of the Fine Fragrance community in Shanghai further reinforces our strong commitment to China, our second largest market worldwide,” states Paul Andersson, President, Firmenich China.
“Firmenich’s new Shanghai Fine Fragrance Atelier embodies the passion of perfumery and embraces the growth of Fine Fragrance in China. Our new, one-of-a-kind Fine Fragrance Atelier will help us better collaborate and co-create with our customers to deliver quality, creativity, value and growth,” adds Jerry Vittoria, President, Fine Fragrance Worldwide.
The atelier delivers all the strengths of Firmenich: creativity, ingredients, technology, innovation and sustainability. It houses a cross-functional team, including Sales, Development, Marketing and Creation. The Sales teams provide superior client service through proximity. The Development teams deliver China-driven initiatives for local clients and also provide strong local support for global clients. The Marketing teams focus on understanding both local market preferences and consumer insights. Finally, the Creation teams include a full-time Fine Fragrance perfumer, and will leverage global Fine Fragrance perfumers for all local creations.
“When I’m in China, I’m touched by both its tradition and modernity. China is a huge source of inspiration. It is a country of contrasts, with a rich history of perfumery in ceremonies, rituals, performances and cuisine, yet China also exemplifies innovation through its consumers, cities and culture,” comments Master Perfumer Nathalie Lorson, who is based in Paris.
During the opening, Firmenich presents a multi-sensorial, fragrance experience, “Aesthetics of China.” The experience showcases Firmenich imagination and creativity through music (sound), movies (sight), food (taste), fragrance (smell) and textures (touch), across four areas combining traditional Chinese aesthetics with modern Chinese beauty: Serene Utopia, Multifaceted Me, Poetic Data, andRoot in Five.
China has become one of the most important economic markets in the world today. The fine fragrance market in China has grown by 15% last year.1 Fine Fragrance products are gaining traction across the country among Chinese consumers who are looking for more quality products. In addition, between 2015 and 2020, the Middle Class in China will have doubled, and by 2025, people born in the 2000s will represent 21% of China’s population2. With the rise of the Middle Class, Millennials and Gen Z groups, new domestic Fine Fragrance brands are booming, providing additional choices to international brands.
1 Source: Euromonitor
2 Source: Figures est. by World Bank (www.worldbank.org), Jing Daily (jingdaily.com) and reported in various Accenture and McKinney reports
Firmenich is the world’s largest privately-owned company in the perfume and taste business, 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 3.7 billion Swiss Francs at end June 2018.