Firmenich has launched “Re|Generation,” which it describes as a global call-to-action that embraces the radical optimism of change and examines how it will shape the future of the industry, engaging with the fragrance community, customers, consumers, artists and influencers. 
 
“The time for a new dialogue is now, which is even more important as we navigate the current unprecedented global events,” said Jerry Vittoria, President, Fine Fragrance Worldwide. “It’s the right time for seeking new solutions, sparking new emotions, fueling new desires and capturing the imagination of our customers and consumers alike. Re|Generation invites us to work together to innovate, rejuvenate and drive the transformation of Fine Fragrance.”
 
A new Re|Generation website invites talent, customers and consumers to join the conversation of  leaders and disruptors in this movement, according to Firmenich.
 
Over the next few months, Firmenich will address how it can:
• Rethink its relationship to history, environment, materials, ourselves and others
• Reengage through perfumery to fulfill people’s new aspirations
• Reimagine a path that leads towards new positivity and a renewable future
• Recreate positive emotions to embrace nature and society
 
Firmenich Fine Fragrance’s two programs, Mind, Nose + Matter and Olfactive Design, will focus on Re|Generation and bring additional insights and visions to light. In September, Mind Nose + Matter will share insights, trends and vision to provide a clear understanding of today’s consumers. Later this Fall, Olfactive Design will feature a collaboration with world-renowned arts and design college Central Saint Martins to radically reimagine fragrance experiences for tomorrow’s world, said Firmenich.