The association’s updated brand identity was borne out of the belief that values matter and that fragrance has the power—beyond all frontiers and cultures—to enhance lives. The new logo evokes the creative, collaborative, and humanistic spirit of the industry and Fragrance Creators member companies, which are responsible for the vast majority of fragrances sold in North America and many of the scented products sold worldwide, according to the Washington, DC-based organization.
Fragrance Creators represents an industry that is committed to safety, inclusiveness and sharing science-backed information about fragrance for the betterment of all. The organization is fueled by its passion to educate everyone on the benefits of scent and how fragrances inspire and bring comfort, make consumers feel confident and unique, and remind them of all of the moments that make life special.
“We represent and support the scientists, perfumers, researchers, farmers, artists, inventors, entrepreneurs, and the many others, who make up the fragrance community,” said Fragrance Creators President and CEO Farah K. Ahmed. “These individuals not only spend years crafting beautiful scents that enhance lives, but they are also unwavering in their commitment to practices that leave the environment in better condition than they found it.”
Fragrance Creators also announced the first-ever Congressional Fragrance Caucus, which offers a bipartisan opportunity for fragrance industry leaders to interface with legislators to learn and engage on a range of topics, including fragrance science, safety, sustainability, economic impact, and more. The association recognized founding Caucus chairs, Representatives Barry Loudermilk (R-GA) and Bonnie Watson Coleman (D-NJ), during the inaugural Fragrance Creators Legislators of the Year Awards Reception in Washington DC.
“The Fragrance Caucus represents a significant evolution in our results-producing advocacy, which prioritizes sound science and consumer safety and protection,” said Ahmed. “The Caucus presents greater access and opportunity for Fragrance Creators to share and promote how fragrances enhance the lives of millions of people every single day.”
The organization’s brand rollout also included a redesigned website (fragrancecreators.org) and revamped social media platforms (Facebook, Instagram and Twitter), where it seeks to listen and engage with everyone, from key influencers to curious individuals, about what fragrance is and how scent positively impacts memories, relationships, well-being and lives.