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