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Perfumery Art Studio will focus on co-creation and innovation for the regional perfumery market.
April 16, 2025
By: Lianna Albrizio
Associate Editor
IFF has inaugurated its Scent Dubai Creative Center, a 2,000-square-meter addition to the company’s facility in the Dubai Science Park Laboratory Complex.
Officials said the added structure strengthens IFF’s capabilities to serve customers with leading fragrance innovations in one of the fastest-growing regions in the global scent industry.
“The Middle East is a key market for IFF’s global growth,” said Erik Fyrwald, IFF CEO. “It’s expected to top $7 billion by 2034, thanks to greater online access, increasing disposable income, strong demand for luxury and long-standing cultural ties to smell.”
He added the Dubai Creative Center will strengthen its ability to reinforce customer loyalty by accelerating delivery of leading innovative solutions for local tastes in fine and consumer fragrance.
Complete with cutting-edge technology and resources, the center features artistic and design inspiration from local and regional cultural heritage. It includes a perfumery art studio for co-creation with customers, a majlis—a traditional Middle Eastern sitting room—and an academy for perfumery training. It’s also equipped with a semi-industrial production robot to accelerate speed to market.
IFF’s Scent Dubai Creative Center will enable the company to cater to the region’s unique and evolving consumer demands, working with customers to create solutions in scent performance, delivery systems and scent engineering, among others.
“Our new creative center features a significant number of evaluation booths for all scent categories, from fine fragrances to home, fabric, and beauty care, along with a full suite of advanced fragrance technologies,” said Ana Paula Mendonça, president of IFF Scent. “This enables our experts to craft fragrances that excel in desirability, superiority and performance, ensuring every scent solution perfectly addresses different consumer touchpoints.”
IFF’s scent team has been present in Dubai for over 15 years. Its creative voice in the Middle Eastern perfumery market has been instrumental in the global expansion of leading regional brands.
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