Through an intense approach based on direct-to-consumer marketing via website and social network, the Maison21G customizable perfume brand, which already has 3 stores in Singapore, is preparing to enter the Middle East, the United States, China in 2022 and in Europe in 2023. The founder, Joanna Monge, former Director of IFF, has chosen to target young consumers in South Asia, China and India where, with a penetration rate of less than 1%, the perfumery of niche has significant growth potential.

New tests on cell cultures, toxicological tests to evaluate skin sensitization without the use of animals. The strategy, which consists of three alternative methods, was approved by the OECD (Organization for Economic Co-operation and Development). The same organization has also approved the Kinetic Direct Peptide Reactivity Assay, which makes it possible to predict, without testing on animals, the intensity of an allergic reaction in humans. In 2018, the European Parliament approved a resolution calling for a global ban on animal testing and on the sale of cosmetics tested on animals by 2023. These cruelty free alternative methods are therefore even more necessary!

Talking about the two fragrances created for Amouage, the two perfumers Cécile Zarokian and Karine Vinchon-Spehner also tell us about their experiences and passions.

In this interview, Frédéric Malle talks about the latest creation of his brand, Synthetic Jungle by Anne Flipo, and focuses on his vision of perfumery.

Photo credits: https://the-talks.com/interview/frederic-malle/

L'Oréal has announced the launch of a new global model for the disclosure of the ingredients of both mass-market and luxury fragrances with the aim of greater transparency towards the consumer

The well-known perfumer Francis Kurkdjian talks about his career, explaining where his inspirations and his creative process come from.

The term Oriental used for one of the main olfactory families has been supplanted by “Amber” because it is considered prejudicial and not inclusive. The article highlights that consumers play an active role in changing the attitude of producers and essence houses and bringing attention back to the lives of the small producers behind the production of some of the main raw materials considered "oriental".

Article that explores some fragrance trends for fall 2021 identified by Advanced Biotech: transparency, individualism and well-being, with an indication of the associated olfactory notes

An interesting article form Jing Daily’s summarizing the main takeaways from the webinar “The future of C-Beauty: Cosmetics, Gen Z and Influence”, especially the importance to create an adequate following on social network, and working to incorporate the scents, marketing messages, and community-building strategies that appeal to local consumers.

The CREDO BEAUTY retail chain has a series of programs to reduce the environmental impact of the proposed products and their packaging with collection and recycling centers and refillable containers.