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EXCLUSIVE WPC PREVIEW: Going Back to Move Forward

Contact Author Jeb Gleason-Allured, Editor
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Karyn Khoury

Karyn Khoury, senior vice president, Estée Lauder

This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

Karyn Khoury will speak as part of a panel at the World Perfumery Congress in Cannes, France, June 1–4, 2010. Read Khoury’s take on fragrance launches in the wake of the economic crisis in the January 2010 issue of P&F magazine.

Advertise in the official post-WPC proceedings.

“We need to realistically assess where we’ve been, what the consumer is telling us and how we can reinvent ourselves,” says Karyn Khoury, senior vice president at Estée Lauder. The recent economic crisis, declining fragrance usage by consumers and a pullback in overall fragrance launches in 2009 provide a context for industry reinvention, she says. “I believe that fragrance plays an important role in consumers’ lives. If you look at fragrance in total—the way in which scents add color and meaning and reinforce emotion in many different product categories and forms other than traditional liquids—scent hasn’t left the consumer behavior, it’s just morphed. We need to understand the new form it’s taken and reconnect with it.”

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