Firmenich Announces Pure Imagination as 2022 Color of the Year-Inspired Fragrance Collection
Geneva based, world’s largest privately-owned fragrance and taste company, Firmenich is announced Pure Imagination, a new collection of fragrances inspired by Pantone® Color of the Year 2022, PANTONE® 17-3938 Very Peri. The new Pure Imagination Collection unveils the sensory partnership between Pantone Color Institute and Firmenich illustrating the emotional relationship between color and scent.
“In this dawning age of post-crisis ingenuity, partnerships of the senses represent vast new ways we can think about creativity, science and nature on our path to new frontiers,” said Ilaria Resta, President, Global Perfumery, Firmenich. “As a forward-looking perfumery company with proprietary insight into consumer trends, we are excited about how this Pure Imagination collection created by our perfumers across the globe will ignite new inspirations in this contrasted era.”
The Reality of Duality
In its consumer studies, Firmenich discovered that one of the dominant stories for consumers around the globe is their existence in a state of mixed emotions (source: Firmenich World Post Covid Barometer, Wave 3, June 2021). After nearly two years in the uncertainty of crisis, with the ups and downs, adjustments and need for resilience, consumers are seeking emotional balance. As olfaction is most deeply tied to one’s emotional state, this naturally has an impact on fragrance. These proprietary studies indicate that consumers are seeking protective, comforting and calming sensations, while at the same time, desiring a touch of joy and excitement. This balance of emotions is reflected in the PANTONE Color of the Year 2022 – a trusted blue hue imbued with a touch of fun loving red. Pure Imagination is an olfactive reflection of the new consumer reality of duality.
Pantone Color Institute’s and Firmenich’s mutual understanding of how colors and emotions are intertwined paved the way for the talented team of Firmenich perfumers to develop the Pure Imagination collection, using ingredients they know are linked to these emotions. These ingredients are selected from Firmenich’s award-winning palette that ranges from naturals and synthetics, to biotech innovations.
Transformation with a faceted Approach
In its transformation strategy centered around Positive Perfumery, Firmenich has recalibrated its creation approach and identified the elements that could empower its creativity and development for this collection:
- Innovation; integrating the consumer’s emotional state, transforming key insights to color-inspired creations via proprietary technologies.
- Digital; enlisting the help of its proprietary AI formula generator.
- Sustainability; focusing on biodegradability and Naturals Together™, key for consumers across categories.
Pure Imagination marks the birth of a new collection consisting of several creations across fine fragrance, shower gels and candles that synergize the innovative approaches of Firmenich perfumers Adilson Rato (Brazil), Clement Gavarry (USA), Florian Gallo (China), Wessel-Jan Kos and Christel Bergoin (Switzerland), to name a few. It aims to capture the passage into a transformative new era, and illustrate how digital innovation stretches the limits of creation, presenting an exciting new canvas for creators to let their spirits roam.