In mid-May 2024, I hopped on the PATH train to travel from New Jersey to New York City to visit the offices of dsm-firmenich for its Mind Nose + Matter 'Momentum' exhibition. The immersive, interactive exhibit explored new scents created by dsm-firmenich perfumers through consumer insights from the company's study on "Magic Moments" and socio-cultural trends.
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In mid-May 2024, I hopped on the PATH train to travel from New Jersey to New York City to visit the offices of dsm-firmenich for its Mind Nose + Matter 'Momentum' exhibition. The immersive, interactive exhibit explored new scents created by dsm-firmenich perfumers through consumer insights from the company's study on "Magic Moments" and socio-cultural trends.
Magic Moments is a proprietary model that explores and crystallizes cultural and personal differences regarding perfume within different moments of life. The study is said to reveal untapped life moments where fragrance can play a significant role. According to the study, 82% of fragrance buyers prioritize scent, its quality and uniqueness, over packaging, branding or merchandising activities.
dsm-firmenich Momentum Olfactive Territories
“Momentum” is designed to introduce new olfactive territories across multiple fine fragrance lifestyle categories and forms, and showcase the creative work of dsm-firmenich’s perfumers including Dora Baghriche, Ashley Balavoine, Honorine Blanc, Gabriela Chelariu, Gil Clavien, Amandine Clerc-Marie, Clement Gavarry, Alexis Grugeon, Steve Guo, Carmita Magalhaes, Gary Marr, Hamid Merati-Kashani, Marine Merce, Alex Monet, Alberto Morillas, Fabrice Pellegrin, Julien Plos, Erwan Raguenes, Marie Salamagne, Frank Voelkl and Berenice Watteau.
The company created a multi-sensorial experience, presented by global marketing director for Scent, Justin Welch, allowing attendees to smell and taste the inspiration behind the creations as well as hear from perfumers on their thoughts behind their formulation. The presentation included music, video and research encapsulating "olfactive frictions" that give fragrance a movement—Push. Lift, Release, Rest—inspired by the motion of breathwork.
Scents Showcased
One of the scents showcased was Extra Virgin, in a candle form, created by perfumer Erwan Raguenes. The Extra Virgin scent was said to be inspired by mocktails utilizing a new salty, savory, green gourmand created with the Green Olive Nature Print ingredient by the company.
Another scent showcased was Sting, boasting strong honey notes, by senior perfumer Carmita Magalhães in both fine fragrance and body oil form, as part of the "next gourmands," which was showcased alongside a video of a bee pollinating a flower. The fragrance was created to highlight the "goodness, syrupy, nectar-y yumminess of honey with the animalic notes that would create a clawing aspect."
Notes on Mind Nose + Matter
“Mind Nose + Matter has a very bold history of presenting a future-forward fragrance vision in a dynamic, multi-sensory and interactive way. It is one of our most-anticipated events, which customers welcome and eagerly attend, to explore new opportunities in the world of fragrance,” says Jerry Vittoria, dsm-firmenich president for Fine Fragrance Experience. “In a world where too many brands are focused on exploring similar ideas, it is important that we, as thought and creation leaders in fine fragrance, show a more courageous way forward to success, giving our perfumers absolute freedom to showcase their expertise and our innovation on a global platform.”
“We know from studies run by our Marketing Sciences team, that scent is the most important purchase driver when buying a perfume, and that the motivations for wearing fine fragrances can vary by the moments which influence our expectations - everything from helping us to get up in the morning, enhancing our physical performance or feeling confident in social situations,” shared Welch. “The power and possibilities where fragrance can play a role in helping us move forward and move throughout moments in our lives is what this year’s Mind Nose + Matter experience is all about.”
To learn more, visit https://momentum.firmenich.com/.
