Unilever said it would commit to investing €100 million over three years in developing an in-house fragrance design and creation function. The investment supports a broader effort by Unilever to strengthen its influence over one of the most important drivers of consumer product formulation-fragrance. Unilever said it is looking at speeding up the development and introduction of best-in-class fragrances within its global brand portfolio.
The UK-based FMCG major will use specialist perfumers in the UK, US, and India. The specialist perfumers will work across Unilever’s portfolio of brands including personal care, home care, and food and refreshment products. It will combine Unilever’s scientific expertise in neuroscience, AI, and digital product development with existing strategic partnerships to ensure product excellence. This integration should enable the company to launch high-quality, innovative fragrances to market faster and at scale, hence both product superiority and consumer satisfaction.
Mathieu Lenoir being named as Global Creative Centre Director for Fragrance at Unilever signals the new venture into the company’s commitment to such an exercise. This has been done effective from the period of October 2024 and Lenoir shall take charge, leading all initiatives by the company into building up fragrances from designing and making them to fit into the scope of broad innovation at Unilever.
Unilever believes that such investment into innovations in fragrance will undergird its overall strategy towards growth. It is making itself to have greater control in producing fragrances so it becomes more competitive in business compared to other companies within its market. Fragrance affects consumer preferences; hence its intention is to help improve customers’ changing demands while upholding consistency and affordability from different brands under its shelf.
Unilever
This investment positions Unilever for taking advantage of the scientific capabilities and creative talent for defining the future of products. It is a long-term approach by the company to innovation, which could accelerate and make product development faster and more efficient in support of continued growth and productivity in a competitive FMCG landscape.
