By  on April 29, 2011

MILAN — The spectrum for sustainable fine fragrances is widening its net. Fragrance suppliers are ramping up investment in sustaining the environment to meet consumer demand and drive business growth.

“There’s definitely a keen interest from the younger generation — and today’s consumer has a heightened awareness about what they are buying. Products with social impact and a reduced environmental impact will perform in the marketplace,” said David Shipman, group vice president of Firmenich. Michel Mane, president of fragrance supplier Mane America, cited a demand for authenticity, transparency, and business ethics as fuelling the green agenda, along with “the megatrend of health and well-being.” Symrise said consumers want to consume better, not more. According to its company analysis, 78 percent of consumers look at how products affect their health and 66 percent are buying organic on a monthly basis.

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