As consumers evolve at an unprecedented pace, Firmenich looks to enhance agility, co-creation mindset and to deepen our market intelligence by developing a proactive and collaborative digital platform, the Fine Fragrance Hub. This living reservoir “houses” 8000 consumers in 5 countries: France, Russia, China, USA, and Brazil. Our goals are to systematically monitor the Fine Fragrance ecosystem with a longitudinal approach. At the same time, we aim to seize opportunities through a more tactical, iterative approach addressing brand pain points, deep dive topics and olfactive intelligence. Our goal is to leverage this knowledge for business growth and differentiation in order to fuel our innovation pipeline and deliver value to our customers.