From June 24 to 27, Symrise exhibits at the World Perfumery Congress (WPC) 2024. The leading trade fair at the Palexpo site in Geneva (Switzerland) forms one of the most important platforms for fragrance ingredients. This year it features the theme "Fragrance Forward: Where Global Innovation & Creativity Meet". Symrise presents numerous new developments at its booth 411. Visitors can inform themselves about Neomagnolan, a further development of the classic Magnolan. Symrise Fine Fragrance will also showcase novelties at its own suite. The new Iconoclast series will debut there as well as FROSTWOOD™ and AMBRONOVA™.
WPC, held biennially and alternating between the US and Europe, attracts participants from around the globe, including management, perfumers, and purchasing professionals. "WPC is renowned as a premier global stage for showcasing innovation and creativity in the industry. Also, it serves as a vital platform for fostering valuable relationships," says Daniela Knoop, Senior Global Marketing Manager, Aroma Molecules Division. "We feel thrilled to present Neomagnolan to the industry at this influential event." Knoop added.
With Neomagnolan, Symrise has evolved its floral ingredient Magnolan, which it has created in the 1950s. Symrise has succeeded in identifying and enriching the isomer, i.e. the fragrance component, with the higher perfumistic value. This way Symrise research specialists have developed an ingredient with a brighter and more transparent olfactory profile than its predecessor. Neomagnolan offers facets ranging from magnolia, geranium, pomelo, peony, and water lily to tea leaves. The ingredient provides floral transparency and highlights tart citrus and green top notes that add sparkle to the fragrance. This innovative ingredient underscores our commitment to advancing the art and science of perfumery, offering new opportunities to develop and enhance floral and transparent fragrances", says Dr Marcus Eh, Senior VP, Global Marketing, Aroma Molecules Division.
Symrise experts discuss AI and research
Symrise's Fine Fragrance division will present further highlights in its own exhibition suite at the booth. It will showcase the Iconoclast series, FROSTWOOD™ and AMBRONOVA™. In addition, members of the team will participate in panel discussions throughout the congress. These include a panel on the role of artificial intelligence in perfumery with Symrise's head perfumer Pierre Guéros. In addition, Alienor Massenet, VP Senior Perfumer, and Sacha Garel, VP Global Marketing Fine Fragrance, will participate in the conference "Perfumers and Research: 150 Years of Vanillin”. The event will focus on the groundbreaking discoveries made in Symrise's “Holzminden lab”.
