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Global Fragrances in Consumer Products: A Complicated Dilemma

Contact Author Theodore L. Barba
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Many people in the perfume industry feel that the globalization of fragrances is the way of the future. I think not, offering convenience and cost advantages is certainly a goal of the multi-national corporations. It also offers a useful marketing advantage for global suppliers in their efforts to minimize the competition. However, in my view, a global fragrance strategy for household and/or personal care products will compromise creativity and inhibit marketability.

What is a global fragrance? It is the use of one fragrance in a product available worldwide; the name of the product may differ but the basic functions remain constant, Allowing for adaptations for base variations and level adjustments, the overall fragrance impression is the same.

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The recent confrontation in the Middle East, energy and environmental concerns, instant satellite commmications and the survival of our planet clearly demonstrate that ecological, strategic and commercial co-existence are interdependent.

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