- 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.