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Live From New York: State of the Fragrance Industry

By: Nancy Jeffries
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.

page 5 of 8

Givaudan Collaboration
On Oct. 23, Givaudan held a multi-sensorial event, Spirit of Place, at its Creative Center in New York City to announce its partnership with Paris-based horticultural magazine Bloom. Li Edelkoort—creator of the biannual publication dedicated to trends in flowers, plants and garden design and how they impact art, fashion and beauty—focuses on ideas and inspiration for enthusiasts and professionals alike within the magazine’s pages.

To celebrate the nature-based focus of the collaboration, Givaudan perfumers Shyamala Maisondieu, Antoine Maisondieu and Nathalie Gracia-Cetto created fragrances inspired by the native herbs, scents and spirit of four men from different corners of the world featured in portraits by Joanna von Mulder. Asana: The Indian features notes of curry leaf, fennel and coriander; Odin: The Nordic features green anise, juniper berry and birch leaf; Baraka: The Moroccan features olive leaf, cumin and oak moss; and Ngoma: The African offers notes of geranium leaf, vanilla and cacao.

“Collaborating with Bloom is an opportunity for us to demonstrate our commitment to being leaders in sensory innovation, and for our perfumers, working with Bloom has been an exciting adventure,” said Kate Greene, vice president of marketing, Givaudan.
Emmanuelle Linard of Bloom said that “foliage” was the focus of the issue containing the first collaboration, noting that the issue explored themes representing the authentic folklore of the world, which are integral to the collaboration. “Innovation and creativity are the way to survive in today’s world,” said Linard.

Clearly, the message was green—both inspired by nature and tuned in to the earth’s process.

Nathalie Gracia-Cetto noted the issue contained scent samplings of each of the bouquets, adding, “It was a pleasure to create without any constraints.”