Unilever is investing €100 million (US$104.99 million) to build a fragrance house powered by digital and AI technologies. The move will enhance the consumer goods company’s fragrance design and creation capabilities across its global portfolio. Vivek Sirohi, VP of Fragrance at Unilever tells Personal Care Insights that fragrance plays a vital role in personal care products. “Fragrances allow us to deliver benefits to the consumer, such as being microbiome-friendly, enhancing mood and controlling malodor. Fragrances also enhance the perceived performance or efficacy of the product. For example, fragrances can cue ‘clean’ in home care products or sweat protection in deodorant products.”
