IFF presents for the First Time in the Middle East
Speed Smelling ™ Dubai
Dubai, UAE – International Flavors & Fragrances (IFF) is hosting the first Speed Smelling ™ event in the Middle East. On May 26, 2014, Dubai joins the fashion and luxury capitals of Paris and New York on this exclusive creative adventure that will be hosted in One&Only, the Royale Mirage.
Since 1889, IFF has been making the world smell beautiful and taste great. At IFF, our values of passion, creativity, expertise and empowerment have been in place since then. This has led to outstanding advances for IFF and for the fragrance industry, in fragrance creation, new technologies, and new ingredients. For 125 years, our core focus has been creativity and innovation.
The perfumers of IFF thrive on creative challenges. This is what inspired us 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™ allows IFF perfumers to freely exercise their talents as olfactory artists, with no creative constraints. Their creations must surprise, lure, but also be remembered… This event allows perfumers to veer off beaten paths, cut loose and shake up the codes of their trade, and create scents never smelled before. The event is a great opportunity to get to know and understand the unique personalities and talent of IFF Global Star Perfumers, whose creative talent transpired in these creations.
Four world class perfumers are present in the Middle East for the exclusive Dubai Speed Smelling ™ Event: Dominique Ropion, Sophie Labbé, Alienor Massenet and Julien Rasquinet. Each perfumer has created a custom scent, to be presented exclusively for the very 1st time during the Speed Smelling ™ event.
IFF –incorporated in the USA- is truly a global company, with more than 77% of its turnover done outside of North America. Recognizing 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.
During this unique Speed Smelling ™ event, Bertrand de Preville of LMR (Laboratoire Monique Remy), IFF’s in-house naturals facility, will present its high quality ingredients, the highest in the industry. IFF-LMR has its headquarters based in Grasse in the south of France and 4 productions sites around the world. LMR is recognized 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.
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About International Flavors & Fragrances Inc.
IFF’s gifted perfumers, combined with our industry-leading technological capabilities, give our customers the edge in an ever-evolving and diverse fragrance market filled with new challenges. Our global team of perfumers includes living legends and rising stars—each skilled in creating fragrances that capture the dreams and desires of consumers worldwide. Our R&D scientists collaborate with our perfumers by developing new molecules, new natural extractions, and innovative processes that enliven our perfumers’ palettes and help them create unique, inspiring fragrances. Many legends in the world of perfumery make their home at IFF. These masters work side by side with young perfumers, nurturing their talent and passing on their own knowledge. Through this regular interaction and through our Perfumery School in New York, a culture of collaboration is established early. IFF is creating the masters of tomorrow.
About Speed Smelling™
The perfumers of International Flavors & Fragrances (IFF) thrive on creative challenges. This is what inspired us to invent Speed Smelling™, a scented variation on speed dating. The perfumers have less than 7 minutes to seduce its juries. Speed Smelling™ allows IFF perfumers to freely exercise their talents as olfactory artists, with no creative or budget constraints. Their creations must surprise, seduce, be acknowledged but also remembered… This event allows perfumers to veer off beaten paths, cut loose and shake up the codes of their trade. This is a great opportunity to get to know and understand the unique personalities of Global Star Perfumers of IFF, who express themselves through these fragrances.
About Laboratoire Monique Rémy (LMR)
Laboratoire Monique Rémy (LMR) is IFF’s in-house naturals facility and is based in Grasse in the south of France. LMR is the industry standard for quality natural materials offering decades of experience understanding natural products and perfecting the process of transforming naturals, such as narcissus, jasmine, and blackcurrant bud, into pure absolutes that retain the unique fragrance of their origin. LMR has total control of the process from field to extraction to distillation, ensuring incomparable purity and quality.
For further information, please contact:
Rawaj International
Ece Barlah
T: +971 4 3913560
E : ece.b@rawajinternational.com
Dana Sleiman
T: +971 4 3913560
E: dana.s@rawajinternational.com