Firmenich and ScentRealm to bring China “first of its kind” digital fragrance sensory experience
01 Jun 2022 --- Fragrance and taste company Firmenich is partnering with ScentRealm, a digital scent technology provider based in Hangzhou, China. This collaboration is pegged as the first of its kind in the country, allowing Firmenich to improve its clients’ and consumers’ fragrance and aroma experience by using jointly developed digital devices.
The partnership will also give Firmenich the tools to explore the digital future of scent.
“Our strategic partnership will combine Firmenich’s expertise in fragrance and taste creation with ScentRealm’s innovative digital technology, allowing us to explore new scent and aroma experience applications for the Chinese market,” says Paul Andersson, president of Firmenich China.
“This collaboration will strengthen our leading digital innovation in the fragrance and flavor industry and develop new experiences for our customers and consumers in China.”
“Firmenich has knowledge and scientific capability on both smell and taste,” says Huang Jianwei, founder and CEO of ScentRealm. “We also share the same values of innovation, to offer a better sensory experience to our users.”
Strategic geographic location
According to Firmenich, as an important strategic market, China will drive its future growth opportunities. The company has commercial and production sites throughout China, including Shanghai, Beijing, Guangzhou, Kunming and Zhangjiagang. It also has a research facility in Shanghai.
“We’ve been steadily expanding our footprint and capabilities in China for more than 30 years, including our largest flavor manufacturing plant, which opened in Zhangjiagang in 2019, our first Fine Fragrance atelier, which opened in downtown Shanghai in 2019,” adds Firmenich.
The partnership aims to improve the live scent experience for customers.ScentRealm explores technologies to deliver a better scent experience for the end-user. It is pegged as the first Chinese enterprise to engage in digital scent technology and be a digital scent solution provider.
In April 2022, it opened “Scent Metaverse,” an offline experience center in Hangzhou, as an official partner of The Asian Games.
“We’ve been steadily expanding our footprint and capabilities in China for more than 30 years, including our largest flavor manufacturing plant, which opened in Zhangjiagang in 2019, our first Fine Fragrance atelier, which opened in downtown Shanghai in 2019,” adds Firmenich.
PersonalCareInsights previously reported on the company’s 2022 collection of perfumery ingredients produced through green science and technology.
Firmenich’s Asian reach
Earlier this year, Firmenich teamed up with retail brand Harmay to develop its fine fragrance category among Chinese consumers. Harmay has a significant Gen Z following and is noted for its “one-of-a-kind” physical locations.
Firmenich also expanded its presence in China by establishing a customer experience studio in Guangzhou. The studio marked the company’s first integrated sensory center in South China, allowing it to respond to the fast-growing market’s demand for customized fragrances.
Edited by Nicole Kerr
