Unilever (Beauty Packaging’s No.2 Top Company) has made a significant move in the fragrance industry, investing $104 million (€100 million) to establish an in-house, digitally enabled fragrance design and creation capability across its global portfolio. This investment is aimed at enhancing the company’s ability to create and develop proprietary fragrances, while continuing to collaborate with its existing fragrance partners in the industry.
As part of the initiative, Unilever has recruited talented perfumers from regions such as the U.S., U.K., and India to spearhead the development of these fragrances. This strategic move aligns with the company’s broader efforts to create innovative and appealing products that resonate with consumers worldwide.
Richard Slater, Chief R&D Officer at Unilever, expressed excitement about the new venture, saying, “We are thrilled to announce a €100 million investment to build a leading-edge fragrance house at Unilever. This initiative will enable us to create and develop our own fragrances while continuing to work closely with our important existing partners in the industry.”
The new fragrance house will leverage cutting-edge digital and AI technologies to enhance the fragrance creation process. In addition, Unilever plans to utilize neuroscience techniques to better understand how fragrances influence mood and emotional well-being, opening the door to more personalized and impactful products.
Richard further emphasized the potential of the new venture, stating, “By recruiting expert perfumers and leveraging new capabilities including digital technology and AI, we will help drive unmissable brand superiority in line with Unilever’s Growth Action Plan, developing fragrances that consumers love and enhancing the overall experience of our products.”
With this investment, Unilever is setting the stage for significant innovation in the fragrance industry, creating a unique blend of technology, expertise, and creativity that will shape the future of fragrance design.
