IFF scents opportunity with ‘visual fragrance’ technology
A new ‘ink’ that can be drawn on the skin and also delivers a long-lasting fragrance – thus connecting the senses of sight and smell – has prompted a partnership between the Israeli inventor of the technology, Amkiri, and Wall Street company International Flavors & Fragrances Inc which has significant operations in Haverhill, Suffolk.
Amkiri’s Visual Fragrance Technology was launched in March by the Israeli startup and IFF chairman and CEO Andreas Fibig says the New York-headquartered company has been mightily impressed by its potential.
He said: “This is a significant innovation in the fragrance category, merging strong and deeply personal visuals with the resonance and emotion of fragrance.
“The Visual Fragrance technology creates a new platform from which IFF can showcase our capabilities, including naturals, molecules, and cosmetic actives. The potential for innovative applications are nearly endless and our teams are truly inspired by the possibilities.”
Amkiri’s patented Visual Fragrance is applied to the skin using specially designed applicators, allowing the user to adorn themselves with individual multisensory body art. The formula is long-wearing, and can work with any fragrance or colour. Some of the most disruptive innovations come from the startup community – this is as true in beauty care as it is in technology,” said Nicolas Mirzayantz, IFF group president for fragrances.
“This extremely emotionally engaging technology brings a very timely category innovation to the market place.”
IFF, with a legacy of pioneering firsts, believes that this venture will strengthen its ties with and access to the innovation community, bringing in fresh insight that can be leveraged across the business.