Firmenich launches RE|GENERATION movement

Fragrance house Firmenich has launched what it calls a new movement, which it describes as a call to action to rejuvenate and transform fine fragrance.

Called RE|GENERATION, the movement seeks to examine how change will shape the future of the industry and engage the fragrance community, customers, consumers, artists and influencers.

The company has created a ReGeneration website ( to invite customers and consumers to communicate with what it calls  ‘leaders and disruptors’ in the movement. The site will feature content, discussions and exchanges on the future of fragrance. Users can also join the conversation on social media on @FirmenichFine using #FragranceIsCulture and #RegenerationReset.

Firmenich Fine Fragrance says that over the next few months it will address the relationship to the environment, materials, ourselves and others; how to re-engage through perfumery to meet new aspirations, and explore what it calls a new positivity and a renewable future.

“The time for a new dialogue is now, which is even more important as we navigate the current unprecedented global events,” commented Firmenich president fine fragrance worldwide Jerry Vittoria. “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.”

Firmenich Fine Fragrance’s two signature programs, Mind, Nose + Matter and Olfactive Design, will focus on RE|GENERATION. In September, Mind Nose + Matter will share insights and trends to provide an understanding of today’s consumers. This fall, Olfactive Design will feature a collaboration with arts and design college Central Saint Martins to re-imagine fragrance experiences for tomorrow’s world.