The art and understanding of fragrance fidelity

Translating a fragrance across a product range demands detailed understanding of the complex processes involved – consistency is key. But how can it be achieved effectively? Emma Edwards finds out

A consumer who loves their signature fragrance “expects all the lotions and potions within the range to reflect the top, middle and bottom notes”, says Dionne Anderson, Managing Director at Bronnley. Yet meeting this expectation is far from straightforward. It presents major challenges for formulators, and it’s largely down to chemistry.

Base Line

“The main concern is working with different product types and ingredients. Every time you place the same fragrance oil into a dissimilar base it may perform slightly differently. The aim is always to adjust dosage levels or modify the fragrance oil slightly so that it performs as uniformly as possible across the collection,” explain Elisa Orlandi (Global Marketing) and Gajan Hahas (R&D) from Crabtree & Evelyn.

It is a challenging balancing act where base formulations can . . .

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