We are just two months away from the return of the World Perfumery Congress (WPC), On behalf of presenters American Society of Perfumers, and produced by Allured Business Media, we are proud to announce that WPC is heading to Geneva, Switzerland, on June 24-27, 2024, at Palexpo. For information on registration rates, visit www.worldperfumerycongress.com.
Get your ticket ASAP for the best rates!
The event hosts an expo hall, networking opportunities and conference sessions. 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. Two topics that are tightly woven are fragrance trends geared toward Gen Z and the influence of social media on the fragrance industry. Both will be explored during this year's conference.
Read this article in the Perfumer & Flavorist+ April 2024 issue.
Two topics surging in the fragrance industry: fragrance trends geared toward Gen Z and the influence of social media on the fragrance industry. Both will be explored during this year's WPC conference.Adobe Stock
Gen Z
On Wednesday, June 26, at 10 a.m., Givaudan fine fragrance perfumer Nisrine Grillé alongside Arnaud Guggenbuhl, global head of Marketing, Insights & Image, Fine Fragrance will take the stage for their session, "Understanding & Capitalizing on Gen Z’s New Olfactive Codes."
Nisrine Grillé, Fine Fragrances perfumer, Givaudan
Nisrine Grillé, Fine Fragrances perfumer, Givaudan
Nisrine Grillé favors perfumes that are, as she puts it, rock and roll, and she signs fragrances with strong personalities, that give those who wear them a certain charisma. “What I like is creating bold perfumes, that spark questions,” she explains.
“The challenge is then to work to get people to accept what bothers them.” She does that by mastering contrast and balance “such as yin and yang”, without forgetting a dash of fun. She dreamt of becoming a perfumer and put all her heart and her emotions into her creations, to transmit them to others and reach her public, “the ultimate recognition.” To that end, this hypersensitive perfumer makes sure she is available to find inspiration wherever it comes from a film, a texture, a color, a ray of sun, a taste, a person or a piece of music. Music is her second love, and she is a singer, guitarist and bass player in a group.
And ideally, her next creation? “A beautiful white flower wearing cowboy boots under her wedding dress –a strong signature.”
Arnaud Guggenbuhl, global head of Marketing, Insights & Image, Fine Fragrance, Givaudan
Arnaud Guggenbuhl, global head of Marketing, Insights & Image, Fine Fragrance, Givaudan
After more than 10 years spent in various product development marketing positions for beauty giants including Unilever and L’Oréal that allowed him to be recognized as a global beauty expert, Arnaud Guggenbuhl joined the world of Perfumery. First at Takasago then at Givaudan, the leader of this industry. For 10 years he has specialized in the field of Fine Fragrance, being in contact with the key global groups in the sector and helping them in the construction of their strategies. Over the years, he has developed a 360° vision of the Fine Fragrance category, creating synergies between global market intelligence and olfactory perspectives. His skills cover innovation, analysis of societal changes, consumption habits and olfactory trends that he articulates to find new business opportunities and imagine the future of Fine Fragrance.
#FragranceTok
Fashion Snoops senior strategist for Beauty & Wellness will take the stage to break down, "FragranceTok: How Social Media is Changing the Fragrance Game," on Thursday, June 26, at 4 p.m. The #fragrancetok movement on TikTok has created a renewed craze for fragrance exploration, especially among younger consumers. Understanding how consumers are interacting with fragrance through social media is key to viability in the modern area: to help brands understand this movement, join global trend forecasting agency Fashion Snoops and Senior Strategist Mallory Huron, who will explain how the trend developed, highlight notable creators and innovators, as well as key trends.
Mallory Huron, senior strategist for Beauty & Wellness, Fashion Snoops
Mallory Huron, senior strategist for Beauty & Wellness, Fashion Snoops
Mallory Huron is a Beauty & Wellness senior strategist at Fashion Snoops, a global trend forecasting agency. Huron is passionate about beauty, wellness, and food trends, working with the Fashion Snoops Beauty & Wellness team to craft thematic trend stories rooted in cultural shifts. Previous to Fashion Snoops, Huron worked with makeup artist and travel entrepreneur Stephanie Flor for the Around the World Beauty brand. Huron has been featured in Dazed Digital, The Strategist, Vogue, Coveteur, and Glossy, and has presented at global trade shows including Cosmoprof North America, Cosmoprof Worldwide Bologna, In-Cosmetics, MakeupIn, Clean Beauty London, and more, and is a regular contributor to Global Cosmetic News' In Conversation With podcast series.
