Spanish fragrance house Eurofragance has hired Pelegrà Granel as a senior perfumer with an extensive career in the fragrance creation industry.
Granel’s hiring further strengthens the company’s team of home care perfumers, while also allowing the creation community to tap into his personal care expertise.
Known for his expertise as a ‘cross-category’ perfumer, spanning personal and home care, Granel (pictured) brings an innovative perspective that enriches the company's creation team.
Following the pandemic and the obligation to stay home, consumers have made their home their focal point, turning it into a sanctuary.
In the perfume industry, this has translated into a boom in the home care category, where scented candles, fabric softeners and other household products have gained greater importance for consumers.
They are not only looking for these products to meet their functional expectations, but also to experience enriching sensorial and emotional occasions.
Similarly, Granel highlights the creative challenge of developing fragrances that, year after year, face growing regulatory restrictions.
“Consumers no longer just want the product to be efficacious; they also want it to provide emotional well-being, a factor that was originally sought in personal care products and is increasingly being demanded in home care products as well,” he said.
“For me, in an industry that is constantly changing, it is essential to approach each project with a different narrative, from a creative perspective, with the ability to adapt and a special focus on intuition,” he added.
Dolors Costa, chief fragrance development & innovation officer, added: “Pelegrí Granel brings extensive experience in the fragrance industry, which will be essential in strengthening our expertise in the home care category.”
“With the addition of Pelegrí to the team, we take another step forward in our mission of providing exceptional fragrance solutions, while always ensuring the highest standards of quality and innovation.”
