Personal fragrances are so yesterday. What’s happening is ambient scenting. International Flavors and Fragrances (IFF) Chairman Robert Amen estimates that the “functional fragrance” market now doubles the size of the personal fragrance market. In an article published Friday in Women’s Wear Daily, Amen discusses the market shift toward functional fragrance and how it relates to the shift in direction for IFF.
IFF has been exploring several new avenues. The company’s perfumer Christophe Laudamiel designed and implemented the ambient scenting for the World Economic Forum. They’re working on encapsulation technology, where fragrance is released in response to pressure (such as in scented fabric and print advertisements) for other products such as lotion. And they’ve been exploring ways to use scent in hospital settings as a way to speed the recovery process for trauma victims.
Read more at Women’s Wear Daily
