Impact not to be sniffed at: How one study changed the global culture of fragrance

IFF, the fragrance solutions company, used ethnography to transform its culture in the US and create the Scent Styler, the company’s first internally developed consumer product and technology.

The impact

The Real Women of America study enabled IFF and Ipsos to explore how women in the US consider and use fragrances in their lives and in their homes. The insights generated have transformed the organisation's culture, putting consumer-centricity at the heart of everything they

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