Could you tell us more about IFF’s Scent business unit in Southeast Asia and your recent investment in the region? 

We are present in five Southeast Asian countries, with a mix of creative and sales teams in Singapore, Jakarta, Bangkok, Ho Chi Minh, and Manila. Singapore is not only home to one of our largest production facilities in the world, but also our biggest and newest scent creative center in the world, covering roughly 4,000 m2 and equipped with state-of-the-art evaluation booths across all categories, from fine fragrances to personal wash, fabric care, home care, or beauty care. Creating the right smells is one part of the work; the other to evaluate and recreate how consumers use our products. Our experts lead in specific scent categories, providing technical expertise, capabilities, and information to our creative centers globally, as well as gathering findings to support multinational customers. The Singapore Innovation Center, for example, serves as a global center of excellence for powder detergents. 

What drove the decision to invest in Singapore, specifically?

Southeast Asia has one of the fastest growing and affluent middle-class populations in very large markets such as Indonesia, Thailand, and the Philippines. In Singapore, IFF traces back its roots to 1969 and we are very well-entrenched in the local ecosystem. Many MNCs are well established here, and the pool of talent is truly impressive. On top of these qualities, the government has been supportive of innovation, while ensuring top-notch infrastructure; Biopolis, where we are located, is an R&D cluster for the life sciences industries. Singapore has built an ecosystem conducive to cutting-edge innovation, which is at the heart of what we do.

Could you familiarize our audience with the process of scent design and innovation?

Scent design is a blend of art and science; they are inseparable. It involves a high level of creativity and understanding the preferences of consumers. 

End consumers like you, me, and anyone else reading this article, are at the center of everything we do at IFF, so we spend a lot of time and resources understanding consumers. 

When designing a scent, there are 2 critical roles: the perfumer, who is the creator or the main artist, and the scent design manager who understands the consumer and the customer, being able to support the process using data and knowledge to translate and work closely with the perfumer to bring the works of art to life. 

Lastly, it is about respecting the environment for every creation, which includes the non-negotiable regulatory side and voluntary initiatives. At IFF, we go beyond the obligatory compliance and have our own “Do More Good” pledge.    

What are the most prominent consumer trends today?

One is holistic well-being. Some may call it differently, but this is about looking at beauty from inside to outside with a comprehensive and integrated approach. Though we have been working on this element for many years, the pandemic had a deep impact on how people perceive and desire well-being, which drove more interest in this notion. At IFF we have a program called “Science of Wellness” which draws from over 40 years of research and more than 5 billion data points into how our brains react to different raw materials to make science-based recommendations. Whether it is a fine fragrance, a fabric conditioner or a shampoo, everything we smell has the power to make us feel different, happier, more relaxed, and so on.

Another megatrend, increasingly more prominent with Southeast Asia’s young demographic, is eco-consciousness. Consumers want more sustainable products, and on top of that, seek products that are highly functional and appealing.  

How important is Southeast Asia to IFF’s growth strategy going forward?

Already, Asia represents a large share of our sales, but the near-future projections show this part of the world has the biggest growth potential. Southeast Asia has also seen a transformation over the past couple of decades, with rising living standards as well as a young and wealthier population becoming more environmentally aware. The region remains a key investment focus for us.

Do you have a final message for our international readers today?

Sustainability is in our DNA at IFF. We have recently launched our 2023 Do More Good Report. We believe we can all do more good for people and planet, and we invite everyone to join us in our #DoMoreGood pledge.