The event was presented by IFF and saw its global team of talented perfumers showcasing their skills that have always captured the dreams and desires of consumers
International Flavors & Fragrances (IFF) hosted the first Speed Smelling event in the Middle-east on May 26, 2014. Dubai joined the fashion and luxury capitals of Paris and New York on this exclusive creative adventure that was held in One&Only Royal Mirage, Dubai.
The perfumers of IFF thrive on creative challenges. This is what inspired IFF to create the Speed Smelling event, a scented variation on speed dating. With less than 7 minutes to win over perfume juries, the Speed Smelling allowed IFF perfumers to freely exercise their talents as olfactory artists, with no creative constraints, and create scents never smelled before. What’s more it was a unique opportunity to get to know and understand the personalities and talent of IFF Global Star Perfumers, whose creative talent transpired in these creations.
The four perfumers on board:
Four world class perfumers were present in the Middle-east for the exclusive Dubai Speed Smelling Event and they were – Dominique Ropion, Sophie Labbé, Alienor Massenet and Julien Rasquinet. Each perfumer had created a custom scent, that was presented exclusively for the first time during the event.
We also saw Bertrand de Preville of LMR (Laboratoire Monique Remy), IFF’s in-house naturals facility, presenting its high quality ingredients. IFF-LMR has its headquarters based in Grasse in the south of France and four productions sites around the world. LMR is recognised today as the best in class of naturals, offering its highest qualities of 100% pure and natural essences and absolutes, using molecular distillation, fractionation, and CO2 to achieve perfection.
IFF and the Middle-east:
Since 1889, IFF has been making the world smell beautiful and taste great. For 125 years, their core focus has been creativity and innovation. This has led to outstanding advances for IFF and for the fragrance industry, in fragrance creation, new technologies, and new ingredients.
Incorporated in the USA, IFF is truly a global company, with more than 77% of its turnover done outside of North America. Recognising the cultural specificities and tastes of the Middle-east, IFF is sprucing up its resources in the region to respond to its customers’ needs. The Dubai Creative Centre, with locally-based perfumer Julien Rasquinet and additional resources of scent design, sales and marketing, works alongside local fragrance companies to drive creativity in the region. Also, internationally acclaimed perfumers based in Paris – who have been involved in significant creations of renowned perfumes – lend their expertise and know-how for the creation of regional fragrances in the Middle-east.