Brazilian beauty brand O Boticário chose the cradle of modern perfumery to host the inaugural edition of its Clube da Perfumaria (Perfumery Club), an initiative that aims to foster gatherings, discussions, and knowledge-sharing centered on fragrances.
“We chose Grasse because few places embody the richness and depth of perfumery as profoundly as [the French city] does. Being alongside some of the world’s leading experts gives us the opportunity to deepen our expertise, explore emerging trends, and exchange ideas on the developments that will shape the future of fragrance creation,” said Gustavo Dieamant, Executive Director of Research and Development at Grupo Boticário.
Inspired by wine and gastronomy clubs, the project was conceived as a platform bringing together experts, influencers, and fragrance enthusiasts to explore the art, culture, and future of perfumery. It also seeks to bring consumers closer to the creative process by connecting science, innovation, creative sensibility, and artistic expression.
The inaugural edition, featuring experts from IFF, examined the evolution of floral fragrances, the growing role of natural ingredients, contemporary reinterpretations of classic raw materials, and the trends expected to shape the fragrance industry in the years ahead.
