Germany may not be the first place that comes to mind when you think about fragrance, but it turns out the country has a rich history, heritage brands and has contributed a fair amount of innovation to the industry. How does the German approach to fragrance differ from neighboring countries? What do we know about the consumer today? What does the retail landscape look like? How has the market changed in recent times and what could happen in the next few years?

Dear reader,

Over these long months, during which the pandemic has shocked the whole world, we have never interrupted our activities to monitor and analyze the markets that have had to embrace the digital world as best as they could in order to overcome the limits imposed on maintaining interpersonal relationships without face to face meetings.

Think for a moment about how fragranced products can enhance your daily routine: you start with an invigorating shower gel, you spritz on a perfume that makes you happy, you light a calming candle as the day ends and retire to bed using a relaxing pillow spray to induce sleep. More than ever people around the world are looking to fragrance to enhance their well-being and create a cozy ambiance at home. Since 1995 global fragrance and flavor house Givaudan has been a pioneer in researching ways to create feel-good fragrances and has now launched their patented MoodScentz® program. To dive deeper into this subject I interviewed MaryPierre Julien, Naturals Innovation Perfumer at Givaudan, who shares personal anecdotes that bring special meaning to her mission.