The Fragrance Foundation, brands, retailers and fragrance houses have launched a string of initiatives to celebrate International Fragrance Day this year, which takes place today, March 21.
International Fragrance Day, which first launched in 2018, aims to draw consumer attention to the fragrance category.
As reported, the Fragrance Foundation France has launched a new podcast series to highlight different players in the fragrance industry. The first episode of the series launches today and is available to listen to on streaming platforms Deezer and Spotify and on the Fragrance Foundation France’s YouTube channel.
Each episode features executives from across the fragrance industry, including fragrance houses, packaging companies and brands. The series comprises 11 episodes that will be published once or twice a week until April 29. The first episode features Chanel Perfumer Olivier Polge.
The association has also unveiled new branding visuals and what it calls a 360-degree communication plan spanning digital and social-media platforms.
The new branding for International Fragrance Day aims to make events around the occasion instantly recognizable. The new imagery is available in a variety of color combinations, and partners and brands can customize the imagery with their own logo. The initiatives also include content for social-media and digital platforms.
Focus on DE&I
The Fragrance Foundation in the US, meanwhile, will focus on sustainability and inclusion efforts and on trends shaping the industry.
Some 30 brands are participating in Fragrance Day in the US, including Aerin, Cartier and Givenchy, while 100 retailers, such as Macy’s, Bloomingdale’s, Saks Fifth Avenue and Ulta will also take part.
New this year will be an initiative whereby influencers are paired with new members of The Fragrance Foundation US to share their perspectives on fragrance. This includes influencers Kudzi Chikumbu (@sircandleman), Tiff Benson (@tiffbenson) and Emma Vernon (@perfumeroompod). Beauty Editor and brand consultant Katie Becker will also interview fashion designer Francisco Costa, who is the creator of fragrance brand Costa Brazil.
For 2022, The Fragrance Foundation US will focus on fragrances that feature ingredients that support wellness and self-care.
The Fragrance Foundation US will post content online and host online opportunities for the public to engage with brands, industry experts and influencers. The day will also include the Monell Center Research Scientist Dr. Pamela Dalton’s findings on COVID-19’s impact on the sense of smell. The first 1,000 people to register for the event will receive a complimentary Scent Journey Kit, courtesy of The Fragrance Foundation.
The foundation says International Fragrance Day is a way to unite the fragrance community around the importance of diversity, equity and inclusion (DE&I). The day will feature women in the industry, including Carol Hamilton, Group President of Acquisitions and West Coast Headquarters, L’Oréal USA and The Fragrance Foundation Circle of Champion Honoree, in addition to Ilaria Resta, Global President, Perfumery Division and Executive Board Director at Firmenich.
The Fragrance Foundation US will also present a series of educational and social initiatives. This includes a fragrance scholarship to support diverse students at New York-based university FIT, career development workshops at Historically Black Universities and other higher education institutions across the US and webinars that offer industry perspectives on DE&I.
The foundation’s DEI Signatory Pledge is at the center of the last initiative. The foundation’s 100 members, which include independent and corporate entities, have committed to furthering their respective DE&I goals and pledged to assist The Fragrance Foundation in building and shaping #FragranceForwardTFF. This includes creating opportunities for mentorship, educational advancement and more aggressive recruiting.