Nicolas Mirzayantz is the group president of fragrances at International Flavors & Fragrances (IFF), one of the leading groups for fragrance composition...
"Historically, China hasn’t been a big fragrance market. How do you see it evolving?
The sensorial element of fragrance exposure in the Chinese consumer has increased 20-fold in the past 10 to 15 years. One very interesting observation when we do research in China is that the spectrum of olfactive notes that Chinese consumers are accepting is actually very, very wide. In the industry, we’re talking a lot about reverse innovation, and some of our most innovative notes in the beauty-care category were launched in China or Asia, where we’ve been pushing the envelope the most. The fragrances we’ve created for China are groundbreaking in terms of olfactive notes and will impact the U.S. and Europe."
Photo: Ryan Kibler