{"id":36996,"date":"2022-12-16T15:42:44","date_gmt":"2022-12-16T14:42:44","guid":{"rendered":"https:\/\/mag.bynez.com\/?p=36996"},"modified":"2023-05-03T11:14:11","modified_gmt":"2023-05-03T09:14:11","slug":"perfumers-a-team-spirit","status":"publish","type":"post","link":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/","title":{"rendered":"Perfumers: A team spirit"},"content":{"rendered":"\n<p><em>This article was published in partnership with IFF.<\/em><\/p>\n\n\n    <div id=\"chapo-block_0fcd24432a82af9d3cee5c117644066d\" class=\"chapo\">\r\n        <blockquote class=\"chapo-blockquote\">\r\n            <span class=\"chapo-text\">Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.\r\n<\/span>\r\n        <\/blockquote>\r\n        <style type=\"text\/css\">\r\n            #chapo-block_0fcd24432a82af9d3cee5c117644066d {\r\n                background: ;\r\n                color: ;\r\n            }\r\n        <\/style>\r\n    <\/div>\r\n    \n\n\n<p>The perfumer\u2019s universe has always been shrouded in a veil of secrecy, keeping alive the myth of the creator working alone. And it is true that solo composition was a reality last century, when relationships between perfumers were very different. \u201cWhenever I showed my formulas to my mentor, Bernard Chant, he\u2019d give me ideas for taking them forward, but it definitely wasn\u2019t a two-person process!\u201d remembers Carlos Bena\u00efm, master perfumer at IFF. \u201cBack then all the formulas were kept in a large safe: a room full of formulas on paper!\u201d And while perfume creators did occasionally collaborate, \u201cthere was always a senior perfumer in the spotlight who played the prima donna role,\u201d he explains. One person managed to change all that: \u201cNicolas Mirzayantz [prevously Divisional Chief Executive Officer for IFF Scent] truly believed that a different system was possible: there was a good atmosphere between perfumers and Nicolas succeeded in channelling that positivity, which was unique in our industry then,\u201d says Carlos Bena\u00efm. After that, perfumers could create with one or more of their colleagues. \u201cI remember the first time Sophia Grojsman and I both put our initials to the same formula,\u201d he says. It was the dawn of a new era for IFF, which has since notched up plenty of success stories using this model, including <em>La vie est belle<\/em> for Lanc\u00f4me, <em>Invictus<\/em> and <em>Phantom<\/em> for Paco Rabanne, <em>Libre <\/em>for Yves Saint Laurent and, more recently, <em>Luna Rossa Ocean<\/em> for Prada.<\/p>\n\n\n\n<p><strong>From the first spark to putting together a team<\/strong><\/p>\n\n\n\n<p>The creative team is not formed until after the first exploratory stage, when perfumers have the chance to work on their own concepts: \u201cthe initial idea is the fruit of intuition, a thought, a goal, something that is forged individually,\u201d explains Jean-Christophe H\u00e9rault, senior perfumer at IFF. The ideas generated in this first stage are soon put to the test with the creation process, which puts composition houses in competition. The perfumers\u2019 different concepts are proposed to brands and gradually eliminated as the projects progress, narrowing down the choices until a handful of notes make the final cut. Building teams is an organic process that takes place during the development phase, and the perfumer whose note is selected can then suggest that other colleagues join the adventure:<em> <\/em>\u201cWhen the request comes from the perfumers themselves, it boosts their motivation. Because this sort of work needs the team to be really solid and every member to be capable of putting their ego on the side,\u201d says Carlos Bena\u00efm. The group also expands to reflect different needs: a perfumer might have a technical question on a note\u2019s diffusion.&nbsp;Or want to incorporate a colleague\u2019s specific accord. Which is how Carlos Bena\u00efm joined the team behind the creation of <em>Libre<\/em> for Yves Saint Laurent.&nbsp;Anne Flipo wanted to come up with a \u201cfeminine foug\u00e8re\u201d.<em> <\/em>Her idea was to break away from the codes of the traditional accord and take a \u201cSaint Laurent-style\u201d approach to it. After all, the couturier had taken the traditional men\u2019s suit and turned it into a suit for women!<em> <\/em>\u201cI\u2019m very attached to orange blossom because of my Moroccan roots,\u201d explains Carlos Bena\u00efm. \u201cI had an accord that Anne smelled and really liked: it was a lovely way of making her foug\u00e8re more feminine.\u201d&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"630\" height=\"216\" src=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/Tribune-IFF-cocreation-2-1.png\" alt=\"\" class=\"wp-image-36997\" srcset=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/Tribune-IFF-cocreation-2-1.png 630w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/Tribune-IFF-cocreation-2-1-300x103.png 300w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><figcaption class=\"wp-element-caption\">Mackenzie Reilly, Carlos Bena\u00efm et C\u00e9line Barel <em>\u00a9<\/em>IFF<\/figcaption><\/figure>\n<\/div>\n\n\n<p><strong>A second brain<\/strong><\/p>\n\n\n\n<p>Calling on perfumers also depends on how far down the line the project is. New people are brought onboard tactically, based on the tasks at hand: \u201cwe don\u2019t do the same things at the beginning and the end of the project,\u201d reveals Juliette Karagueuzoglou, senior perfumer at IFF. \u201cAt the beginning, the idea is raw, it needs to be smoothed out; we have to think about the archetypes of formulas we can graft it onto.<em> <\/em>While at the end of the project, we\u2019re looking at how we can tackle the test phase.\u201d<em> <\/em>The benefits of co-creation are not simply creative and technical, there is also a psychological dimension: \u201cComposition is like running a marathon as well as riding a rollercoaster!\u201d explains the perfumer.<em> <\/em>\u201cWhen things are really hectic, you might need a colleague for their knowledge of the client, or simply to boost working capacity.<em> <\/em>Sometimes the client changes direction, feels under pressure.<em> <\/em>It\u2019s important to have a second opinion to help make the right decisions, particularly in difficult moments.\u201d<em> <\/em>The rush of adrenalin and the importance of collaboration remind the perfumer of the sensations she used to experience playing volleyball: \u201cIn a team, not everyone is good at everything, each person has to focus on their own task.<em> <\/em>It\u2019s fairly easy for me to get up and running because I\u2019m used to following a coach\u2019s strategy.<em> <\/em>You have to exploit each team member\u2019s strengths: there\u2019s the one who\u2019s better at reading the game, the one who hits really hard, the one who knows how to get the ball into just the right spot.\u201d&nbsp;<\/p>\n\n\n\n<p><strong>Embracing differences<\/strong><\/p>\n\n\n\n<p>Two-person composition is an excellent source of learning: \u201cYou get to know each person\u2019s personal vision, viewpoints you hadn\u2019t thought of, new combinations of ingredients, it\u2019s really instructive,\u201d says Jean-Christophe H\u00e9rault. For instance, he enjoyed discovering Carlos Bena\u00efm\u2019s cultural references when they worked together on <em>Spice Bomb Infrared<\/em> for Viktor &amp; Rolf: \u201cCarlos has travelled a lot, in<em> <\/em>Morocco, France and the USA, so he offers in-depth knowledge of the American market.\u201d<em> <\/em>And as it turns out, collaboration is equally \u201cenriching with more experienced perfumers and their younger colleagues.\u201d<em> <\/em>Different creators have different ways of thinking, classifying, designing. \u201cIt\u2019s this effort we have to make to adjust to differences that helps us stand back from the formula.<strong>\u201d<\/strong><br>Pascal Gaurin, a VP perfumer at IFF New York, also enjoys the collaborative aspect of composing, which he compares to what is currently happening in the music industry: \u201cThe industry is inspiring because it\u2019s highly collaborative, famous singers aren\u2019t afraid to cooperate with other artists: you see Thom Yorke from Radiohead working with REM, for example, or with the Red Hot Chili Peppers.<em>&nbsp;<\/em>Teaming up with another artist introduces a different way of working.<em>&nbsp;<\/em>If you get three perfumers together to compose a tuberose, they\u2019ll come up with three different arrangements.<em> <\/em>In perfumery, just like in music, you always want to be surrounded by the best creators.\u201d<\/p>\n\n\n\n<p><strong>From one generation to the next<\/strong><\/p>\n\n\n\n<p>The mentoring trainees receive from senior colleagues is certainly the first collaboration perfumers experience in their career. A relationship that gives novices the chance to show their formulas and discuss their aesthetic choices: \u201cPierre Bourdon was also very strict,\u201d recalls Jean-Christophe H\u00e9rault. \u201cOnce there were more than thirty lines in a formula, you had to justify the choice of different ingredients and classify them according to how long they took to evaporate so the formula would be easy to understand.<em> <\/em>A really exhilarating feeling of complicity came out of our discussions, I was hungry for his advice.\u201d The perfumer has now become a mentor himself, guiding a trainee and providing her with exercises \u201cwhich she wouldn\u2019t do at school\u201d: choosing a daily smell and analysing it. For example, the odour of basil: \u201cshe succeeded in synthesizing it with only seven ingredients!<em> <\/em>I learn a lot as well.\u201d<em>&nbsp;<\/em><br>While young perfumers just out of perfumery school may be brimming with creative ideas, they do not always have the technical skills needed to meet a request. Collaboration between different generations means they can benefit from the experience of their older colleagues, whose familiarity with clients means they can quickly remodel a formula. <em>\u201c<\/em>Puig, L\u2019Or\u00e9al, Yves Rocher: each company has its own outlook. A mod [new trial from the first formula] is produced in a different way for each of them,\u201d explains Juliette Karagueuzoglou. \u201cThis detailed client knowledge takes time to build up.<em> <\/em>That\u2019s also what I try to pass on to my trainees.\u201d<\/p>\n\n\n\n<p><strong>An extensive taskforce<\/strong><\/p>\n\n\n\n<p>Centre stage: a perfumer, then two perfumers, then three and sometimes four. But in the shadows an entire team is hard at work to make sure the project is won. Members include the evaluators: \u201cThey are professionals with a perfect understanding of the market, the client and the competition.<em> <\/em>They\u2019re familiar with the ingredients but they don\u2019t have access to the formulas.<em> <\/em>They provide us with general comments using the same language as the client,\u201d notes Carlos Bena\u00efm. \u201cThe interpretation of the comments has to come from the perfumer.\u201d<em> <\/em>The team also comprises salespeople: \u201cthey are just as involved with the creation as perfumers and evaluators,\u201d points out Juliette Karagueuzoglou. \u201cIt\u2019s easy to come to an agreement because there\u2019s a dialogue going on: our real intelligence lies in knowing how to listen so we can understand the client\u2019s problem.<em> <\/em>We\u2019re not making perfumes on our own behalf, but on behalf of the brand.\u201d Working collaboratively requires plenty of skills. Carlos Bena\u00efm feels that the most important of them is \u201crespect for the original idea. For instance, when I used to go on holiday, I\u2019d entrust my work to Jos\u00e9phine Catapano. She would give it back to me very respectfully, reporting on everything that had happened: I apply the same philosophy myself.\u201d As Juliette Karagueuzoglou sees it, availability is a decisive factor because a project takes up a lot of time for both the perfumer and their assistant. \u201cIn fact, when you join a team, taking part in the first rounds isn\u2019t always very effective.<em> <\/em>You have to be resilient,\u201d she says modestly.<em> <\/em>\u201cA perfumer sometimes steps back.<em> <\/em>How can the impact of a mod be measured?<em>&nbsp;<\/em>It\u2019s impossible to say who has contributed the most to the project\u2019s progress.\u201d<\/p>\n\n\n\n<p><strong>New tools<\/strong><\/p>\n\n\n\n<p>With the development of video conferences between two sites, shared computer tools and connected scales, the 21st century has ushered in a new era of modernity for perfume creation, speeding up the options for collaboration. The advent of artificial intelligence and data access marks the next stage in the process: \u201cHere again perfumery has experienced the same sort of relationship with technology as the music industry: people used to be reluctant to use computer-assisted creation, whereas now it\u2019s common practice,\u201d notes Pascal Gaurin. Access to artificial intelligence makes it possible for perfumers working in different markets and centres to collaborate. Paco Rabanne\u2019s <em>Phantom<\/em> is an example of a fragrance designed on two continents: the brief for the perfumers was \u201cWhat is the future of Paco Rabanne?\u201d Loc Dong, who came up with the first accord, travelled from France to New York. He then entrusted Juliette Karagueuzoglou with the task of taking the accord further: \u201cLoc wanted to work on a traditional ingredient: a creamy lavender he sliced through with styrallyl acetate [a rhubarb note] to modernise it.<em> <\/em>The accord was pretty out there. We spent six months together working on it to make it acceptable on certain markets.\u201d<em> <\/em>Then the project speeded up, with meetings happening twice a week rather than once every two weeks. Anne Flipo and Dominique Ropion joined them to bolster the team. Incorporating AI meant they could work out what certain facets could deliver to consumers: \u201cThe tests we did on neuronal activations helped us push claims centring on well-being, self-confidence and sexiness,\u201d reveals the perfumer.<br>Offering as it does additional resources, time and ideas, teamwork has become the norm for all major launches, with solo creation confined to follow-on versions and niche brands. And even when the creative process is a solo affair, would it not be \u201cinfluenced by other perfumers?\u201d asks Jean-Christophe H\u00e9rault: \u201cAll creators draw on the past, on the works they have encountered during their career.<em> <\/em>Look at how the artistic dialogues between Picasso and Braque transcended them.\u201d<br>The tie that binds perfumes shows that composition, whether a solo or team activity, is ultimately always a form of co-creation.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>This&nbsp;article&nbsp;was published in partnership&nbsp;with&nbsp;IFF.<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"has-small-font-size\"><em>Main picture: Anne Flipo and Nicolas Beaulieu<\/em>, <em>who worked together to create Good Fortune for Viktor &amp; Rolf<\/em> <em>\u00a9IFF<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.<\/p>\n","protected":false},"author":39,"featured_media":37013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[675,1415,1416],"tags":[6401,1152,6322,857,873,1153,930,6668,710,6669,3291],"series":[],"ppma_author":[1266],"class_list":["post-36996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","category-olfactory-culture","category-perfume","tag-anne-flipo-en","tag-artificial-intelligence","tag-carlos-benaim-en","tag-dominique-ropion-en","tag-iff-en","tag-jean-christophe-herault","tag-juliette-karagueuzoglou-en","tag-loc-dong","tag-main-partners","tag-pascal-gaurin-2","tag-perfumes-en","pmpro-has-access"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","pp_post_mime_type":"","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Perfumers: A team spirit - Nez the olfactory cultural movement<\/title>\n<meta name=\"description\" content=\"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Perfumers: A team spirit - Nez the olfactory cultural movement\" \/>\n<meta property=\"og:description\" content=\"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/\" \/>\n<meta property=\"og:site_name\" content=\"Nez\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/nezlarevue\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-16T14:42:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-03T09:14:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aur\u00e9lie Dematons\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aur\u00e9lie Dematons\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/\"},\"author\":{\"name\":\"Aur\u00e9lie Dematons\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#\\\/schema\\\/person\\\/f48278a6f77e6214dcb0cab32078cf66\"},\"headline\":\"Perfumers: A team spirit\",\"datePublished\":\"2022-12-16T14:42:44+00:00\",\"dateModified\":\"2023-05-03T09:14:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/\"},\"wordCount\":2064,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/IFF-tribune-cocreation-ok-1.png\",\"keywords\":[\"Anne Flipo\",\"Artificial intelligence\",\"Carlos Bena\u00efm\",\"Dominique Ropion\",\"IFF\",\"Jean-Christophe H\u00e9rault\",\"Juliette Karagueuzoglou\",\"Loc Dong\",\"Main partners\",\"Pascal Gaurin\",\"Perfumes\"],\"articleSection\":[\"Interviews\",\"Olfactory Culture\",\"Perfume\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/\",\"name\":\"Perfumers: A team spirit - Nez the olfactory cultural movement\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/IFF-tribune-cocreation-ok-1.png\",\"datePublished\":\"2022-12-16T14:42:44+00:00\",\"dateModified\":\"2023-05-03T09:14:11+00:00\",\"description\":\"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/IFF-tribune-cocreation-ok-1.png\",\"contentUrl\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/IFF-tribune-cocreation-ok-1.png\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/olfactory-culture\\\/perfumers-a-team-spirit\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/home\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Perfumers: A team spirit\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/\",\"name\":\"Nez, le mouvement culturel olfactif\",\"description\":\"the olfactory cultural movement\",\"publisher\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#organization\"},\"alternateName\":\"Nez\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#organization\",\"name\":\"Nez\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/cropped-Nez_le_mouvement_culturel_olfactif.png\",\"contentUrl\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/cropped-Nez_le_mouvement_culturel_olfactif.png\",\"width\":1000,\"height\":265,\"caption\":\"Nez\"},\"image\":{\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/nezlarevue\",\"https:\\\/\\\/www.instagram.com\\\/nezlarevue\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/nez-lebureauolfactif\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCw3QQd_kVkhcJ4ZSRSJ2O3Q\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/#\\\/schema\\\/person\\\/f48278a6f77e6214dcb0cab32078cf66\",\"name\":\"Aur\u00e9lie Dematons\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg47de4174ca974436e3fa3d9c03e4fd89\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg\",\"contentUrl\":\"https:\\\/\\\/mag.bynez.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg\",\"caption\":\"Aur\u00e9lie Dematons\"},\"description\":\"Fondatrice de l'agence Le Musc &amp; la Plume, sp\u00e9cialis\u00e9e en cr\u00e9ation de parfums et identit\u00e9s olfactives, elle accompagne les marques du concept au d\u00e9veloppement. Apr\u00e8s avoir d\u00e9but\u00e9 chez Coty, puis Cinqui\u00e8me sens, Aur\u00e9lie explore les territoires d'innovation : diffusion du parfum dans l'air ou cr\u00e9ation pour d'autres secteurs (h\u00f4tellerie, automobile, train). En 2017, elle part faire le tour du monde des plantes \u00e0 parfums. Elle contribue r\u00e9guli\u00e8rement \u00e0 Nez et \u00e0 Expression cosm\u00e9tique.\",\"url\":\"https:\\\/\\\/mag.bynez.com\\\/en\\\/author\\\/adematons\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Perfumers: A team spirit - Nez the olfactory cultural movement","description":"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/","og_locale":"en_US","og_type":"article","og_title":"Perfumers: A team spirit - Nez the olfactory cultural movement","og_description":"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.","og_url":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/","og_site_name":"Nez","article_publisher":"https:\/\/www.facebook.com\/nezlarevue","article_published_time":"2022-12-16T14:42:44+00:00","article_modified_time":"2023-05-03T09:14:11+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png","type":"image\/png"}],"author":"Aur\u00e9lie Dematons","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Aur\u00e9lie Dematons","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#article","isPartOf":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/"},"author":{"name":"Aur\u00e9lie Dematons","@id":"https:\/\/mag.bynez.com\/en\/#\/schema\/person\/f48278a6f77e6214dcb0cab32078cf66"},"headline":"Perfumers: A team spirit","datePublished":"2022-12-16T14:42:44+00:00","dateModified":"2023-05-03T09:14:11+00:00","mainEntityOfPage":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/"},"wordCount":2064,"commentCount":0,"publisher":{"@id":"https:\/\/mag.bynez.com\/en\/#organization"},"image":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#primaryimage"},"thumbnailUrl":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png","keywords":["Anne Flipo","Artificial intelligence","Carlos Bena\u00efm","Dominique Ropion","IFF","Jean-Christophe H\u00e9rault","Juliette Karagueuzoglou","Loc Dong","Main partners","Pascal Gaurin","Perfumes"],"articleSection":["Interviews","Olfactory Culture","Perfume"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/","url":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/","name":"Perfumers: A team spirit - Nez the olfactory cultural movement","isPartOf":{"@id":"https:\/\/mag.bynez.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#primaryimage"},"image":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#primaryimage"},"thumbnailUrl":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png","datePublished":"2022-12-16T14:42:44+00:00","dateModified":"2023-05-03T09:14:11+00:00","description":"Although perfumers at IFF have long been accustomed to working together, the company went a step further by making the collaborative approach official in the early 21st century. An approach that has since been adopted by all the composition houses. Behind the scenes of a revolution.","breadcrumb":{"@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#primaryimage","url":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png","contentUrl":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/12\/IFF-tribune-cocreation-ok-1.png","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/mag.bynez.com\/en\/olfactory-culture\/perfumers-a-team-spirit\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mag.bynez.com\/en\/home\/"},{"@type":"ListItem","position":2,"name":"Perfumers: A team spirit"}]},{"@type":"WebSite","@id":"https:\/\/mag.bynez.com\/en\/#website","url":"https:\/\/mag.bynez.com\/en\/","name":"Nez, le mouvement culturel olfactif","description":"the olfactory cultural movement","publisher":{"@id":"https:\/\/mag.bynez.com\/en\/#organization"},"alternateName":"Nez","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mag.bynez.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mag.bynez.com\/en\/#organization","name":"Nez","url":"https:\/\/mag.bynez.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mag.bynez.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2023\/03\/cropped-Nez_le_mouvement_culturel_olfactif.png","contentUrl":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2023\/03\/cropped-Nez_le_mouvement_culturel_olfactif.png","width":1000,"height":265,"caption":"Nez"},"image":{"@id":"https:\/\/mag.bynez.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/nezlarevue","https:\/\/www.instagram.com\/nezlarevue\/","https:\/\/www.linkedin.com\/company\/nez-lebureauolfactif\/","https:\/\/www.youtube.com\/channel\/UCw3QQd_kVkhcJ4ZSRSJ2O3Q"]},{"@type":"Person","@id":"https:\/\/mag.bynez.com\/en\/#\/schema\/person\/f48278a6f77e6214dcb0cab32078cf66","name":"Aur\u00e9lie Dematons","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2021\/08\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg47de4174ca974436e3fa3d9c03e4fd89","url":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2021\/08\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg","contentUrl":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2021\/08\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg","caption":"Aur\u00e9lie Dematons"},"description":"Fondatrice de l'agence Le Musc &amp; la Plume, sp\u00e9cialis\u00e9e en cr\u00e9ation de parfums et identit\u00e9s olfactives, elle accompagne les marques du concept au d\u00e9veloppement. Apr\u00e8s avoir d\u00e9but\u00e9 chez Coty, puis Cinqui\u00e8me sens, Aur\u00e9lie explore les territoires d'innovation : diffusion du parfum dans l'air ou cr\u00e9ation pour d'autres secteurs (h\u00f4tellerie, automobile, train). En 2017, elle part faire le tour du monde des plantes \u00e0 parfums. Elle contribue r\u00e9guli\u00e8rement \u00e0 Nez et \u00e0 Expression cosm\u00e9tique.","url":"https:\/\/mag.bynez.com\/en\/author\/adematons\/"}]}},"publishpress_future_action":{"enabled":false,"date":"2026-04-23 15:51:44","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"authors":[{"term_id":1266,"user_id":39,"is_guest":0,"slug":"adematons","display_name":"Aur\u00e9lie Dematons","avatar_url":"https:\/\/mag.bynez.com\/wp-content\/uploads\/2021\/08\/200720-RBassenne-ODB-Saison-2051-min-100x100.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":"","9":""}],"_links":{"self":[{"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/posts\/36996","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/comments?post=36996"}],"version-history":[{"count":0,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/posts\/36996\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/media\/37013"}],"wp:attachment":[{"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/media?parent=36996"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/categories?post=36996"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/tags?post=36996"},{"taxonomy":"series","embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/series?post=36996"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/mag.bynez.com\/en\/wp-json\/wp\/v2\/ppma_author?post=36996"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}