- Creezy COURTOY, Founder and Chairman of International Perfume Foundation (IPF)
- Françoise RAPP, Aromatherapy and Essential Oils Specialist
- Ruth RUANE, CEO of Natural Perfumery Academy
- Rodney HUGHES, Founder and CEO of Therapeutate Parfums
Consumer behavior is changing. Consumers are starting to ask questions about what they purchase for fragrances, the same way they have for healthier foods and beverages. They are beginning to look for new perfumers, custom perfumes, and natural perfumes. The world of perfume is changing: in the past there were around 10 perfume houses making perfumes for hundreds of brands. Today there are thousands of perfumers, and thousands of brands worldwide. Are we seeing a new era for the perfume industry? Is this a revolution driven by consumers or is this a normal cyclical evolution leading perfumers to return to what perfume was in the past? Since ancient times, fragrances and perfumes were used for healing purposes and at the same time perfumers were healers. They studied perfumery to learn the beneficial power of plants, created their own little healing gardens, used enfleurage, maceration, and distillation techniques and start making their own perfumes while thinking about people’s wellbeing. Thanks to flower fields, perfumers also made sure that bees did their part in preserving flowers and plants for the future. Perfumes were precious, made with 95% flowers and plants and 5 % alcohol.
Today, what challenge does the perfume industry have to face? How can major brands adapt to changing consumer behaviors and meet the growing demand for natural? How can they enter this New Luxury Market, respecting the New Luxury Code? Do we need to change the curriculum of perfumery courses to reflect the changing marketplace and tomorrow’s perfumes? What is the purpose of a perfume? Shouldn’t it be more than just self-satisfaction for a perfumer? Will this be enough to satisfy the inevitable changing consumer demand for natural products? What major changes already in place will continue to form a very new picture of the perfume industry and its exciting future? All of these questions and more will be covered by the panel.
Born into a perfumery family, Creezy Courtoy, perfume historian and anthropologist observed significant changes in perfumery and recognized the dangers of modern society losing the heritage and culture of perfume which led her to the founding of the International Perfume Foundation (IPF) in 1995. She has assembled an impressive collection of museum-quality art pieces to illustrate each country’s perfume heritage and received Unesco High Patronage for the exhibition LES ROUTES DU PARFUM. She also organised La Quinzaine du Parfum, in Brussels, presenting 5 different exhibitions and the European Stars of Perfumes with the support of COLIPA and the EU Commission. She would later introduce the New Luxury Code in 2004. In 2017 she launched the IPF Teacher’s Academy to improve Natural Perfumery academics. Followed by her 2018 book release of The Importance of the Olfactory Sense to develop industry awareness concerning the physiology of olfaction and breathing, and the perfumers responsibility to the consumer’s well-being.
COURTOY Founder and Chairman of International Perfume Foundation (IPF)
Françoise Rapp is an entrepreneur with more than 25 years experience in the sector of cosmetics and natural perfumery. She lived more than 10 years in California, where she learned and taught the principles of holistic healing, aromatherapy and natural perfumery, while becoming an expert in essential oils. She is now based in the south of France, in Provence, close to the natural raw materials that allows her to defend her fundamental values focused on
the ecology, quality and their role in consumer health. A Naturopath with a diploma in aromatherapy and natural perfumery, Françoise shares her skills and her long experience in aromatherapy training in natural perfumery and medicinal plants. Françoise is a renowned author recognized for her work on the aromatherapy, published by Flammarion and Prisma Presse, and has also contributed numerous articles in the professional media. She is preparing of her new book on emotional healing with essential oils as well as a guide to the use of plants. Professional speaker in the domains of the natural cosmetics and aromatherapy, she is involved with a project to open an international academy. Since 2003, Françoise has been a consultant in product formulation for skincare companies by valuing and associating the quality of the product with environmental protection.
RAPP Aromatherapy and Essential Oils Specialist
A mother of 7, Ruth Ruane started her career path as a baker. She managed two wholefood bakeries in her hometown of Galway, Ireland before eventually starting
up her own bakery in 1991. She ran an organic market stall and supplied other local shops and restaurants. Nurturing her interest in growing food and herbs organically, she started a farm complete with polytunnel and a horse. At the same time she worked as a fine artist alongside a graphic designer. She branched out herself as a freelance sign writer and designer in 2001. After taking a break from entrepreneurship for a few years working with an IT company, she founded the White Witch trademark and an organic, ethical skincare brand in 2005. Ruth put the skills that she learned while working in IT to build her own website. She completed Mandy Aftel's perfumery course in 2006. After 2 years learning Moodle she co-founded the Natural Perfume Academy with Justine Crane in 2008 which was certified by the International Perfume Foundation in 2018.
RUANE CEO of Natural Perfumery Academy
Rodney Fitzgerald Hughes is a graduate of Pratt Institute School of Art and Design; He has 30 years experience in the fashion, retail and beauty sectors. When he realises he was allergic to perfumes made with synthetics, he started a quest to develop botanical perfumes. He is passionate about Natural Perfumery and all arts that promote healing and balance to the human body and the environment. Mr. Hughes came to the Art of Perfumery as Reiki Master and Aromatherapist, holding an MA in Inter-religious Engagement and a concern for the preservation of mind, body and spirit through interaction with nature and metaphysical systems.
HUGHES Founder and CEO of Therapeutate Parfums