Fragrance houses: global alignment in the spotlight for brand experience and facilities
William Rabey from workspace design and build company ACCENT, which has recently led the creation of bespoke fragrance facilities for major players CPL Aromas and IFF, explains that the trend for consistent offerings across global operations is a rising focus.
“What we’re seeing is a greater awareness of maintaining a consistent global image,” Rabey explains. “It’s about alignment of operations: global consistency across testing and production of products, but also consistent, consumer-facing brand experience across the world.”
Rabey says that ACCENT offers a holistic service for fragrance players looking to develop this global consistency, suggesting it is one workspace provider that has developed particular expertise for the fragrance market.
Case study: CPL Aromas
Rabey says that ACCENT’s first foray into designing and delivering fragrance facilities to meet this demand for global consistency with its 2015/16 project for CPL Aromas.
“Part of this project was to take the Fragrance House and company image to the next level, including a bespoke Perfumers Organ, along with cutting edge R&D / QA spaces for evaluation,” he explains.
“Within this project, ACCENT developed an industry-leading innovation with the test booths, which included internal air purification systems due to the building being in a residential area.”
The company then commissioned Accent to refurbish its other R&D facility in Brixworth, and other players in the fragrance market have shown interest in the potential for global facility alignment on offer.
ACCENT are now understood to have been instructed on a multi-million pound project with another global fragrance manufacturer in Europe.
“This has been an interesting and rewarding project so far, which has given us a further insight into how we can deliver our brand promise globally to others in the fragrance, personal care and chemical markets," says Rabey.
