Pure Imagination: Firmenich partners with Pantone Color for duality of color and scent

20 Dec 2021 --- Firmenich is launching a collection of fragrances inspired by color design company Pantone Color, dubbed Pure Imagination. The collection is part of a new “sensory partnership” between the two companies, which the duo says will illustrate the “emotional relationship between color and scent.”

Pantone Color’s new color of the year, a periwinkle hue infused with violet-red – Pantone 17-3938 Very Peri – “blends the constancy of blue with the energy and excitement of red.”

Taking inspiration from this color, Pure Imagination is conceptualized as a reflection of the new consumer trend Firmenich calls “reality of duality.” The company says consumers want to feel they have a strong foundation to depend on.

“Their feelings are engendered by the blues, yet at the same time, they need the dynamic and daring qualities provided by the infusion of the violet red undertone,” asserts the fragrance and taste company.

Pure Imagination is conceptualized as a reflection of the new consumer trend “reality of duality.”Embracing the “Reality of Duality”
In extensive consumer studies, Firmenich discovered that one of the dominant stories for consumers around the globe is being in a state of mixed emotions. After nearly two years of dealing with the uncertainty of the COVID-19 pandemic, making lifestyle adjustments and the need for resilience, consumers are seeking emotional balance.

Ilaria Resta, president of global perfumery at Firmenich, says: “In this dawning age of post-crisis ingenuity, partnerships of the senses represent vast new ways we can think about creativity, science and nature on our path to new frontiers.”

As olfaction is most deeply tied to one’s emotional state, it naturally impacts fragrance expectations, says the company. These proprietary studies indicate that consumers are seeking protective, comforting and calming sensations while at the same time desiring a touch of joy and excitement.

“As a forward-looking perfumery company with proprietary insight into consumer trends, we are excited about how this Pure Imagination collection will ignite new inspirations in this contrasted era,” asserts Resta.

Pantone Color Institute’s and Firmenich’s mutual understanding of how color and emotions are intertwined inspired Firmenich perfumers to develop the collection, using ingredients they say are linked to these emotions.

The ingredients are selected from Firmenich’s palette of naturals and synthetics to biotech innovations.

A faceted approach to transformation
Firmenich says it has recalibrated its creative approach with a focus on “Consumer-Inspired Innovation, End2End Digitalization and Sustainability Leadership.”

Pure Imagination consists of productsacross fine fragrance, shower gels and candle range that incorporates Firmenich perfumers Adilson Rato (Brazil), Clement Gavarry (USA), Florian Gallo (China), Wessel-Jan Kos and Christel Bergoin (Switzerland).

The company highlights several key elements that might empower creativity and development for its collection:

• Innovation: integrating the consumer’s emotional state, transforming key insights to color-inspired creations via proprietary technologies.
• Digital: enlisting the help of the company’s proprietary artificial intelligence formula generator.
• Sustainability: focusing on biodegradability and Naturals Together, key for consumers across categories.

Firmenich expanding
This year, Firmenich invested 47 million CHF (US$51 million) in the construction of a perfumery plant, which will provide 20,000 metric tons of additional capacity to serve customers in the Middle East and Central Asia. The Regional Perfumery Production Hub will be based on the MG International Fragrance Company campus near Istanbul, Turkey.

Firmenich also opened a customer experience studio in Guangzhou, China, to further expand its reach in the Chinese market. The studio is the company’s first integrated sensorial center in South China, allowing the company to respond to demands for tailored fragrance and health-conscious taste solutions in this fast-growing market.

In October, the company released its annual Environmental, Social and Governance Report, detailing its strong performance in fiscal year 2021. Firmenich also introduced a clean fragrance designed for the Swiss pavilion at Expo 2020 Dubai, named Breath In, which taps into clean beauty trends.

By Louis Gore-Langton

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