Making Connections

By: Jeb Gleason-Allured, Editor

Posted: December 29, 2006, from the January 2007 issue of P&F magazine.

Fragranced textiles, packaging and retail environments are all part of IFF’s scent-branding initiatives, moving past traditional categories such as fine fragrances and oral care into new fronteirs. We recently spoke with IFF’s chief marketing officer, Joe Faranda, about the company’s BrandEmotions enterprise and how fragrance’s role is expanding into this new arena.

Some of the questions we asked Joe Faranda:

1. Can you briefly explain the concept of scent branding? In what ways can fragrance make or strengthen connections between brands and consumers?
2. Can you talk a little bit about IFF’s recent collaboration with Samsung?
3. IFF uses this scent branding through packaging, displays and textiles. What kind of experiences you have had with that?
4. How is fragrance creation different on a BrandEmotions project than, say a fine fragrance or detergent?
5. What’s next in scent branding?

This is only an excerpt of the full article that appeared in P&F Magazine, but you can purchase the full-text version.