IFF presents for the first time in Middle East,Speed Smelling Dubai

DUBAI- – International Flavors & Fragrances (IFF) is hosting the first Speed Smelling  event in the Middle East. On May 26, 2014, Dubai joins the fashion and luxury capitals of Paris and New York on this exclusive creative adventure that will be hosted in One&Only, the Royale Mirage.

Since 1889, IFF has been making the world smell beautiful and taste great. At IFF, our values of passion, creativity, expertise and empowerment have been in place since then. This has led to outstanding advances for IFF and for the fragrance industry, in fragrance creation, new technologies, and new ingredients.  For 125 years, our core focus has been creativity and innovation.

The perfumers of IFF thrive on creative challenges. This is what inspired us to create the Speed Smelling event, a scented variation on speed dating. With less than 7 minutes to win over perfume juries, the Speed Smelling allows IFF perfumers to freely exercise their talents as olfactory artists, with no creative constraints. Their creations must surprise, lure, but also be remembered… This event allows perfumers to veer off beaten paths, cut loose and shake up the codes of their trade, and create scents never smelled before. The event is a great opportunity to get to know and understand the unique personalities and talent of IFF Global Star Perfumers, whose creative talent transpired in these creations.

Four world class perfumers are present in the Middle East for the exclusive Dubai Speed Smelling  Event:  Dominique Ropion, Sophie Labbé, Alienor Massenet and Julien Rasquinet. Each perfumer has created a custom scent, to be presented exclusively for the very 1st time during the Speed Smelling event.

IFF –incorporated in the USA- is truly a global company, with more than 77% of its turnover done outside of North America. Recognizing the cultural specificities and tastes of the Middle-East, IFF is sprucing up its resources in the region to respond to its customers’ needs. The Dubai Creative Centre, with locally-based perfumer Julien Rasquinet and additional resources of scent design, sales and marketing, works alongside local fragrance companies to drive creativity in the region. Also internationally acclaimed perfumers based in Paris, who have been involved in significant creations of renowned perfumes, lend their expertise and know-how for the creation of regional fragrances in the Middle East.

During this unique Speed Smelling  event, Bertrand de Preville of LMR (Laboratoire Monique Remy), IFF’s in-house naturals facility, will present its high quality ingredients, the highest in the industry. IFF-LMR has its headquarters based in Grasse in the south of France and 4 productions sites around the world.  LMR is recognized today as the best in class of naturals, offering its highest qualities of 100% pure and natural essences and absolutes, using molecular distillation, fractionation, and CO2 to achieve perfection.