The Smell of Clean at the World Perfumery Congress

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Bottles of Tide detergent


A speaker at WPC

Few detergent brands have captured the attention of North American consumers and mainstream culture than Tide. With over $1.09 billion in sales for 2017 and roughly a quarter of the detergent market, it is the clear leader in the industry.  And at the World Perfumery Congress, the fragrance industry will learn why.

During his “Tide: The History of the Smell of Clean in North America” presentation, Rafael Trujillo, research fellow perfumer for P&G, will outline the history of the iconic detergent brand. In 1947, Tide introduced its first synthetic heavy-duty granular detergent, after a successful market test. Then the following year, the company added its signature scent to the product. The rest is history.

“The presentation will take us on a journey through time, highlighting major U.S. events that shaped Tide’s iconic fragrance and how the scent has evolved over time," said Trujillo. "In this multisensorial presentation, we will also have the opportunity to smell some samples of Tide’s Smell of Clean from over the years.”

Attendees of this session will learn the history of Tide, what went into creating the scent and how the company has maintained the brand's iconic image. 


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The World Perfumery Congress (WPC) is the global stage for fragrance creativity, ingredients, technology and business—providing the ideal forum for discussing the industry’s latest issues and breakthroughs. The unique three-day educational and networking forum unites fragrance industry professionals, its suppliers and brand marketers to discuss current and future opportunities. Visit for more information about the event.