In recent years, many fragrance companies have embarked on a journey to redefine its purpose and brand. To discuss this phenomenon, Bérangère Magarinos-Ruchat, VP of global head of sustainability at Firmenich, will present “Celebrating the Purpose of the Perfumery Industry and the Magic of Perfumes with a Purpose” on June 5, 2018, at the World Perfumery Congress.
During her presentation, Magarinos-Ruchat will discuss how the fragrance industry is reinventing itself to meet the challenges of customers' demands. The discussion will also focus on how an iconic signature, or a hero ingredient can help a meaningful brand drive its story with consumers.
!['[W]hen a perfumer is given a brief, you're taking parts from different parts of your life and experiences, you're bringing such a personal POV to create an olfactive experience that can't be replicated by a computer that doesn't have those touchpoints,' says perfumer Nicole Mancini.](https://img.perfumerflavorist.com/mindful/allured/workspaces/default/uploads/2026/03/img-7063.PH7aX8fPat.jpg?auto=format%2Ccompress&fit=crop&h=191&q=70&w=340)
