Fragrance Innovation Bolstered in the Middle East with Unveiling of Scent Dubai Creative Centre by IFF
In a significant move to strengthen its position as a global leader in the fragrance industry, International Flavours & Fragrances (IFF) has expanded its Scent Dubai Creative Centre, situated within the Dubai Science Park Laboratory Complex.
The new 2,000-square-metre facility is designed with creativity and speed in mind, featuring a semi-industrial production robot and a high number of evaluation booths equipped with advanced fragrance technologies. This state-of-the-art centre is poised to play a significant role in the advancement of the fragrance market in the region and globally.
The expansion of IFF's Scent Dubai Creative Centre is part of the company's strategic efforts to capitalise on the dynamic scent market in the region. The centre's focus on innovation and local collaboration is aimed at reinforcing IFF's commitment to delivering cutting-edge scent solutions across fine fragrance, home, fabric, and beauty care categories.
At the heart of the facility is a perfumery art studio for customer co-creation. This dedicated space enables direct collaboration between IFF perfumers and clients, facilitating bespoke scent development tailored precisely to client needs and preferences. By integrating creative and technical expertise under one roof, the facility supports accelerated fragrance innovation and a hands-on approach to scent design, promoting closer partnerships with clients.
The new centre also includes an academy for perfumery training and a majlis inspired by Middle Eastern cultural traditions, further emphasising IFF's commitment to innovation and local collaboration.
IFF's CEO, Erik Fyrwald, highlighted the region's importance in the company's decisions, stating, "The Middle East is a critical market for IFF, and we are committed to investing in its growth and development." Ana Paula Mendonça, President of IFF Scent, echoed this sentiment, emphasising the expansion's role in reinforcing IFF's position as a fragrance innovation leader in one of the world's most dynamic scent markets.
Marwan Abdulaziz Janahi, Senior Vice President of Dubai Science Park, expressed support for the expansion, stating it aligns with Dubai's R&D ambitions and the broader Dubai Economic Agenda 'D33'. The new centre is positioned as a strategic hub, enhancing IFF's capabilities to deliver cutting-edge scent solutions.
In summary, the Scent Dubai Creative Centre offers a collaborative, innovative environment with a focus on customer engagement through its perfumery art studio. This expansion reinforces IFF's investment in the region's fragrance market and positions the company to better serve and develop fragrances tailored to regional and global tastes.
The Scent Dubai Creative Centre, expanded by IFF, houses advanced technologies and a perfumery art studio for customer co-creation, encouraging collaboration and innovation in the fragrance field. The centre's focus on local collaboration and investment in the region aligns with Dubai's R&D ambitions and emphasizes IFF's commitment to delivering cutting-edge scent solutions. The expansion serves as a strategic hub to better cater to regional and global tastes, positioning IFF as a leader in fragrance innovation. In essence, IFF has integrated creative and technical expertise, promoting a hands-on approach to scent design for bespoke solutions.
