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Live from New York: Fragrance Online Presence Expands

Posted: December 10, 2008, from the December 2008 issue of GCI Magazine.

Firmenich invited press to its New York headquarters for a panel presentation exploring the link between online social networking and the latest fragrance news and trends. OsMoz.com, the Firmenich Web site recognized for its virtual Perfume Island and regularly updated fragrance news, presented the online context that set the stage for the discussion.

With the launch of a revamped Web site, OsMoz.com version 2.0, as well as a more condensed and mobile version of the site, Mobile.osmoz.com—customized specially for this year’s new iPhone 3G—Firmenich announced its attempt to offer more convenient fragrance news access to Web viewers.

According to Debra Butler, vice president, creative marketing, Firmenich, OsMoz.com is designed with a question-and-answer forum for fragrance aficionados to bring industry expertise to consumers. The site’s latest version features fragrance launch updates, consumer-ranked lists of the highest rated fragrances, and an extensive encyclopedia of global fragrances.

Joining the discussion were Jake Nagle, senior artistic director, Firmenich and Karen Grant, global industry analyst and vice president, beauty, The NPD Group, among others. With a positive outlook on the industry, Grant contradicted the challenges of an economy where consumer confidence is at such a low level. “People are still finding things to please them despite the economy ‘noise,’ and in difficult times, people want to feel beautiful,” she said.

“The biggest risk in beauty is with the youngest consumers, where 80% of them are Internet users,” Grant said. “It is important to know that the crazier the world is, the more people want to be connected, so the opportunity exists to do more in beauty on the Internet.”