Misunderstandings and misconceptions abound over what ‘natural’ really means in fragrances. We spoke with four experts from Iberchem to clarify matters
The increasing demand for natural ingredients in the fragrance industry suggests changes are coming in both creative and commercial terms. From marketing experts to perfumers, many professionals in the industry must adapt their work to this demand by integrating the concept of ‘naturals’ into their practices
But there are still a lot of misunderstandings and misconceptions surrounding the concept of ‘natural’ when we talk about fragrances. For instance, many consumers purchase products with natural fragrances motivated by the false belief that, because they are natural, they are necessarily healthier and better for the environment
To better understand how the demand for natural fragrances has impacted the fragrance sector, we interviewed four professionals from fragrance manufacturer Iberchem, who work in four different departments of the company: Luz Vaquero, head perfumer; Laura Nicolas, regulatory affairs manager; María Ángeles Lopez, fragrance development manager; and Sylvain Massé, marketing manager. What does this shift towards naturals mean for each of them? How are they adapting to it? Let us find out.
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