The Future of fragrance WPC 2014

Published: 20-Jun-2014

The World Perfumery Conference 2014 discussed the opportunities for growth through innovation, new sectors and emerging markets

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Gabrielle Bonheur Chanel

Gabrielle Bonheur Chanel

Deauville is a Normandy town of some note, where Coco Chanel opened her boutique in 1913 and Fleming and F Scott Fitzgerald placed famous characters. It boasts old money charm, with many events and a film festival, and between 10-12 June the biennial World Perfumery Congress took place in the International Centre to decide ‘The future of fragrance’.

The fragrance industry is estimated to be currently worth around US$30bn, with growth to just under $40bn by 2018. The opportunities are both in emerging markets and in expansion sectors. Fragrance is sensory, so as well as prestige edp it also plays a massive part of our perception of nearly all personal care and household products.

The congress runs both conference sessions and an exhibition where suppliers and innovators can meet and impress each other with the latest ingredients and experiences to tantalise our olfactory systems.The three days covered many chemistry based and sensory aspects of fragrance, the interplay between innovation and regulation, new experiential opportunities for fragrance. In addition, global opportunities were assessed in developing markets.


Innovation is being driven by many factors, the most creative being the unique experiential properties that only smell can give.

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