Midday Masterclass with IFF

Midday Masterclass with IFF

The Fragrance Foundation UK is committed to helping and supporting its members with the challenges faced by the Covid pandemic. So it is delighted to announced a new Masterclass series specifically geared to help counter issues many brands are facing and to offer guidance and support over the next year.

The webinars “Midday Masterclasses” will educate, inform and inspire members. Highly practical as well as thought provoking , the masterclasses will aim to guide the industry through the pandemic and into happier days in the future.

The second masterclass will be 19th January 2021 and will be hosted by Judith Gross from IFF. Judith has spent her career nurturing and promoting the creativity of  perfumers, and showcasing the beautiful ingredients that they work with. As VP, Creation & Design, Branding and Marketing Fragrances, Judith works with global IFFteams in perfumery creation, R&D, Consumer Science, to unearth the many positive virtues of perfumery, with a profound belief that Fragrance makes the world a better place to live in.

This webinar will delve into the question of what is the role of fragrance in a world where consumers around the world wear masks, are confined to their homes, often disconnected from their usual social territories? Is Fragrance an essential?

Judith Gross from IFF will talk you through the opportunity to leverage fragrance as an enabler of positive living for consumers, based on consumer feedback on their expectations for scent, as IFF found that  consumers are increasingly turning to scent for wellness and emotions. Diving into the historical roots of perfumery, Gross will discuss how a combination of creation, science based innovation, and consumer understanding, can contribute to turning the art of perfumery into a positive life enhancer.

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