Fashion, design, and perfume: a beautiful accord
The Shanghai-based Center of Fashion and Design is one of Asia’s most vibrant outposts for cutting-edge ideas in couture, clothes and concepts. It is here that passionate fashionistas study every aspect of fashion design, branding and marketing. This includes fragrance, an essential brand extension for every designer.
Givaudan has been invited to train students in fragrance appreciation and understanding as part of the school’s Luxury Marketing curriculum. As a fragrance leader in China, Givaudan is recognised by customers and industry alike as a trusted and expert partner in the art of perfume.
Getting comfortable with fragrance
The three-hour perfumery module was developed by the Givaudan fine fragrances team, and, rather like a wine course, seeks to demystify the world of perfume. The students are trained in fragrance families, raw materials, techniques of being a ‘nose’ and the craft of a perfumer. They are encouraged to express their personal opinions and get comfortable with all aspects of fragrance. Highly practical exercises, games and discussions contribute to a hands-on style with no ‘right’ or ‘wrong’ answers. Interestingly, the fine fragrance field is relatively new in China. As high perfumery begins to emerge in the region, Givaudan is thrilled to be at the forefront of the learning experience.
As Arnaud, Givaudan Fine Fragrances Marketing Director Europe explains:
“We are teaching fragrance lovers and customers the art of fragrance creation in China and at the same time, we’re helping to build the fine fragrance market in Asia.”
Where creative minds meet
For Arnaud, the pairing with Condé Nast is typical of the type of creative collaboration that is in Givaudan’s DNA:
“Givaudan has trained many of the world’s finest noses, and this all began when we established the world’s first perfumery school in 1946. Education is truly part of our soul, and, with this new collaboration, we continue to educate but in a way that suits today’s audiences, with engaging content, depth, and lots of interaction.”
He adds: “Fashion and perfumery have always been part of the same creative universe and it feels wholly natural to be in the same place as these talented bloggers, designers and brand experts.”
A direct line to consumer tastes
Thanks to an international audience who are both passionate and skilled in their field, the classroom atmosphere is buzzing.
The sharing spirit shines a light onto preferences and trends in this market. Unique insights from the current wave of fashion and brand influencers will help inform Givaudan’s fragrance creation in the future.