As the world’s perfume market is rapidly changing, with the Middle East and emerging markets soaring, Cinquième Sens is celebrating its 50th anniversary, more than ever asserting its strategic role in professionalizing the industry. “Cinquième Sens was founded in 1976 by Monique Schlienger with a view to show how things work behind the scenes, in particular to marketing and trade professionals, as they are not always aware of perfumes’ specificities,” recalls Isabelle Ferrand, President of the company.
Cinquième Sens’s unique, proven learning strategy combines the intensive use of blind tests, an emotional approach, and sensory discovery. “By developing the teams’ vocabulary, olfactory training helps refine briefs, enhance development and convince consumers,” she adds.
A new operating base
For its anniversary, the company recently welcomed new associates, including new Managing Director Marc Jourdan-Gassin. dsm-firmenich’s former VP Fine Fragrances EIMEA provides Cinquième Sens with a 40-year experience in the perfume industry. “Cinquième Sens is a legitimate reference which proves particularly relevant in a globalized world where brands, consumers and influencers seek a perfume culture,” he explains.
In addition, Cinquième Sens has restructured its operations by integrating Cinquième Sens Inc., previously headed by Francis Hembert in NYC, into the Paris headquarters’ sphere of control. If the American entity still remains, operational management is now directed by Ferrand. According to her, it is a “logical recentering,” because Paris is the historic home of the company’s core business: training design, market research, olfactory scenography, and knowledge transfer.
Both influencers and professionals
Today, the company needs to address new challenges! Over the past few years, Middle East brands have proven pretty daring, developing highly powerful formulas and deeply influencing the global market. The search for intensity infused Western brands offerings, first in the niche market, and then in mass channels. As for Asia, it has been developing its own perfume culture with strong growth prospects. “We should also keep an eye on India. A long-standing local partner of Cinquième Sens is now refocusing its business on knowledge sharing,” emphasizes Ferrand.
In this context, Cinquième Sens aims to address a glaring lack of perfume education worldwide. For example, the company seeks to support influencers willing to enhance their knowledge, while continuing with its initial mission of training professionals. “It is critical for the future of the perfume industry,” analyzes Jourdan-Gassin.
“There is a strong demand for knowledge, both among professionals and enthusiasts. This is why B2C is growing fast,” says Ferrand. “Cinquième Sens’s learning methodology provides participants with essential perfume vocabulary. Plus, it is an opportunity to understand and learn about each culture,” she adds. It also offers the tools needed to “understand trends and learn to smartly get away from them in order to create distinctive fragrances true to the brand’s world.”
A new generation of professionals
To meet these new needs, Cinquième Sens has just opened offices in Dubai. This new training centre helps broaden a network already covering 14 countries.
In a market driven by passion, high standards and strong purchasing power, Cinquième Sens targets young customers, the “second generation of brand managers.” Often originating from the Muslim-Indian community, “founders are now handing over their companies’ reins to their children.” The latter are freeing themselves from their elders’ vision. “They seek to break away from the codes of traditional Arabic perfumery, while preserving their identity,” says Jourdan-Gassin.
Julie Contat Desfontaines, the partner of Cinquième Sens in Dubai, signed several training projects focused on Bakhour with Cartier and Amouage.
Now, Cinquième Sens’s activity is broken down between 70% B2B (brands and companies) and 30% B2C (workshops for the general public). Its offering will also be completed with discovery modules designed for schools and universities, to raise awareness of the sense of smell among the young generation. For now, Cinquième Sens aims to highlight its 50 years of perfume expertise through a strong presence at the industry’s main events: Paris Perfume Week, SIMPPAR, Esxence, TFWA Exhibition, Beautyworld Middle East, and the Fragrance Innovation Summit.
