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Highlights March 2025

In a world where technology is redefining how we perceive and engage with our senses, the world of perfumery is embracing digitalisation like never before. <br> From chatbots to algorithms that personalise scents, innovation is pushing perfumery into uncharted territory. Be among the first to explore it.

In a world where technology is redefining how we perceive and engage with our senses, the world of perfumery is embracing digitalisation like never before.

From chatbots to algorithms that personalise scents, innovation is pushing perfumery into uncharted territory. Be among the first to explore it.

Human sensitivity &amp; artificial intelligence

Human sensitivity & artificial intelligence

Perfumery has traditionally been rooted in human sensitivity and artisanal craftsmanship, but it's now undergoing a radical transformation thanks to artificial intelligence.

One key example is IFF's groundbreaking tool, ScentChat™, an AI-powered platform that enables real-time interaction between consumers and perfumers via platforms such as WhatsApp and Facebook Messenger. Through natural language processing (NLP), user feedback is transformed into actionable data for fragrance development. This not only accelerates the creation process but also makes co-creation more accessible than ever.

"This application is a major step forward, making innovation more efficient, immersive, and impactful. We're already experiencing unique creations loved by consumers, crafted by our perfumery artists using this exciting new resource," said Clotilde Raz, Global Human and Consumer Insights–Scent at IFF.

Another milestone is Generation by Osmo, presented as the world's first fragrance house powered by Olfactory Intelligence (OI). This platform allows brands and creators to design fragrances with greater speed, accessibility, and personalisation. Its ability to accurately analyse and synthesise olfactory profiles marks a new paradigm for the industry.

At Mobile World Congress 2025 (Barcelona), the spotlight was on AirParfum, a revolutionary technology developed by ScentXP that allows users to smell an unlimited number of fragrances in ultra-realistic quality–without saturating the nose. <br> By combining AI, olfactory memory, and immersive technology, AirParfum is transforming industries such as retail, hospitality, and entertainment. If technology connects us to the world, fragrance connects us to emotion, and AirParfum stands as the perfect bridge between the two. <br> Despite these advances, we must not forget that the essence of perfumery remains rooted in emotion and human connection. Technology is not here to replace artisanal creativity, but to complement it–offering tools that enrich the sensory experience. <br>

At Mobile World Congress 2025 (Barcelona), the spotlight was on AirParfum, a revolutionary technology developed by ScentXP that allows users to smell an unlimited number of fragrances in ultra-realistic quality–without saturating the nose.

By combining AI, olfactory memory, and immersive technology, AirParfum is transforming industries such as retail, hospitality, and entertainment. If technology connects us to the world, fragrance connects us to emotion, and AirParfum stands as the perfect bridge between the two.

Despite these advances, we must not forget that the essence of perfumery remains rooted in emotion and human connection. Technology is not here to replace artisanal creativity, but to complement it–offering tools that enrich the sensory experience.

This marked the first time that ScentXP merged an olfactory and immersive virtual reality experience into one seamless universe. Integrated with Apple Vision Pro, the technology enabled attendees to explore fragrance ingredients while simultaneously smelling them and being immersed in a vivid visual environment. <br> This evolution is not only changing how fragrances are created but also how we experience them–making luxury more personalised, digital, and immersive. The combination of AirParfum and virtual reality shows how cutting-edge technologies continue to push the boundaries and reshape the perfume industry. <br>

This marked the first time that ScentXP merged an olfactory and immersive virtual reality experience into one seamless universe. Integrated with Apple Vision Pro, the technology enabled attendees to explore fragrance ingredients while simultaneously smelling them and being immersed in a vivid visual environment.

This evolution is not only changing how fragrances are created but also how we experience them–making luxury more personalised, digital, and immersive. The combination of AirParfum and virtual reality shows how cutting-edge technologies continue to push the boundaries and reshape the perfume industry.

If technology connects us to the world, fragrance connects us to our emotions–and AirParfum, which combines AI, olfactory memory, and immersive experiences, positions itself as the perfect bridge between the two.

The essential role of fragrances in our lives

The essential role of fragrances in our lives

The emotional impact of fragrance is undeniable. Perfume not only evokes memories and sensations–it also influences our confidence and well-being.

According to the study "Wellness Culture: The Essential Role of Perfumery and Cosmetics in Spain," conducted by Stanpa (Spain's National Perfumery and Cosmetics Association) and Kantar, 72% of Spaniards say that personal image is key in job interviews, while 69% consider it important when integrating into new social environments. In this context, perfume becomes an ally for boosting confidence and self-expression.

Moreover, perfume (59%) ranks above facial care products (49%) as one of the most used self-care items among Spaniards.

It's clear that perfume is much more than just a scent; it's a wellness tool, a reflection of identity, and a gateway to our emotions.

With support from scientific advances and a growing awareness of its impact, the future of perfumery is focused on transforming lives, offering olfactory experiences that go beyond the senses and are perceived as essential for emotional and physical well-being. A prime example of this is the collaboration between Initio Parfums Privés and dsm-firmenich, who recently joined forces to advance the development of emotional perfumery.

The fusion of olfactory science and neuroscience aims to develop functional fragrances that generate both conscious and unconscious emotional responses–leading to perfumes designed to enhance mood and elevate sensory experiences.

"With Initio Parfums Privés, we are paving the way for an olfactory revolution, harnessing scientific advances to create emotional fragrances with measurable effects on well-being, mood, and desire," said Jerry Vittoria, President of Fine Fragrance at dsm-firmenich, a company with more than 30 years of expertise in scent, emotion, and cognition.

Initio Parfums Privés and dsm-firmenich are joining forces to develop the perfumery of the future–based on cutting-edge technology and innovative scientific methods to create emotional fragrances.

Goutal joins the Interparfums portfolio

Goutal joins the Interparfums portfolio

Interparfums has announced the acquisition of the licence for the French maison Goutal, officially incorporating it into its portfolio of high-end fragrance brands. While Amorepacific Europe will continue managing the brand until the end of 2025, Interparfums will take full operational and commercial control starting in 2026.

Founded by Annick Goutal in 1981, the maison is one of perfumery's most iconic names, known for poetic creations and an artisanal approach. Bestsellers like, L'Eau d'Hadrien and other iconic scents such as Petite Chérie have cemented its place in the perfume world. The brand currently operates its own network of boutiques and counters and generates an estimated annual revenue between 10 and 12 million euros.

Philippe Benacin, CEO of Interparfums, called the acquisition "a strategic move" to strengthen the company's position in the ultra-premium segment. "We will preserve the brand's unique identity, and Camille Goutal will continue contributing her vision to future creations," he said.

This move comes as part of Interparfum's sustained growth strategy. The company recently extended its licensing agreement with Coach through 2031 (a brand that reached 190 million euros in sales), added Off-White to its portfolio, and launched the niche fragrance brand Solférino. Interparfums closed 2024 with revenue of 880.5 million euros, up 10.3% from the previous year, and aims to reach 1.51 billion dollars in net sales in 2025.

Interparfums will take over Goutal in 2026, reinforcing its position in luxury perfumery.

The irresistible scent of dessert

The irresistible scent of dessert

Fragrance and flavour company IFF is participating in an exhibition that traces the history of desserts from 1600 to the present through cultural and artistic elements, as well as sweet flavours and aromas.

Gran Dessert: A History of Dessert explores royal dessert buffets and evokes the aroma of custard through recipe books, dishware, paintings, and a collection of objects filled with sugary surprises.

A bit of history: the word dessert comes from the French verb "desservir", meaning "to clear the table", since dessert was traditionally served after the table had been cleared. How did colonial ingredients impact European gastronomy? Sugar, vanilla, and cocoa introduced a wide range of new flavours to desserts–irresistible bites to end a delicious meal.

The scent of sweets makes them even more tempting. In this exhibition, visitors can immerse themselves in the smell of desserts, thanks to twelve essences created by IFF that recreate the aroma of apple pie or an Indonesian dessert. This project was developed in collaboration with Caro Verbeek, art historian, fragrance scientist, and curator at the Kunstmuseum in The Hague.


Gran Dessert: A History of Dessert<br> Where?<br> Kunkstmuseum Den Haag, The Hague (Netherlands).<br> Until when?<br> Until April 6th.

Gran Dessert: A History of Dessert

Where?

Kunkstmuseum Den Haag, The Hague (Netherlands).

Until when?

Until April 6th.

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