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The primary driver of growth in the industry is the creation of fragrances that generate consumer preferences and lead to sales and profits. Fragrances not only create customer satisfaction and loyalty, but they also bring joy and happiness into the lives of consumers.
Unfortunately, that sentiment isn’t shared by an increasing number of critics who are challenging the role of fragrance in consumers’ lives. Basing their objections on emotional and subjective grounds, rather than relevant research and science, these critics seriously distort facts about fragrance and mislead consumers.
Other topics discussed: The Debate: Natural vs. Synthetic; IFRA’s Role; Improve Communication or Face the Consequences; Key Opportunities for the Fragrance Industry
This is only an excerpt of the full article that appeared in P&F Magazine, but you can purchase the full-text version.