Shanghai is now the home of Firmenich’s fine fragrance atelier as part of the company’s strategy to expand its capabilities to local customers in China and worldwide.
“We established our first office in China over 30 years ago, and after the opening of our Zhangjiagang manufacturing site earlier this year, this new investment in the heart of the Fine Fragrance community in Shanghai further reinforces our strong commitment to China, our second largest market worldwide,” said Paul Andersson, president, Firmenich China.
The announcement also follows the opening of the company’s first Latin American fine fragrance atelier in São Paulo.
The Shanghai atelier will include Firmenich’s cross-functional team, including sales, development, marketing and creation with a full-time fine fragrance perfumer. The company seeks to address the growing fine fragrance market in China, which has grown by 15% in 2018, according to Euromonitor. New domestic fine fragrance brands have an opportunity to reach rising the middle class, millennials and Gen Z groups.
“When I’m in China, I’m touched by both its tradition and modernity. China is a huge source of inspiration. It is a country of contrasts, with a rich history of perfumery in ceremonies, rituals, performances and cuisine, yet China also exemplifies innovation through its consumers, cities and culture,” comments Master Perfumer Nathalie Lorson, who is based in Paris.
During the opening of the atelier, Firmenich presented a multi-sensorial fragrance experience titled “Aesthetics of China” touching on sound, sight, taste, smell and touch. The installation combined traditional Chinese aesthetics with modern Chinese beauty with themes such as Serene Utopia, Multifaceted Me, Poetic Data and Root in Five.