A unique vision of creativity anchored in the artistry of IFF’s perfumers, the depth of their expertise, and their expansive palette of cutting-edge ingredients. IFF knows creation is only the beginning. Their purpose is to provoke, inspire, and explore what comes next, using scent as an instrument to imagine the future of fragrance and beauty.

Hannah Neri, George Ledes, Anne Barkley and Lauren Bitet at IFF’s new Creative Lab in NYC.

What does the future of fragrance smell like?

IFF’s new Fine Fragrance Olfactive Futures collection showcases their perfumers’ perspectives of ten olfactive territories, exploring new signatures, new textures, new proprietary ingredients and structures of fragrance that push the imagination and stretch the norm of what we are seeing in the market today to forecast the possibilities of tomorrow.

Exhibiting now in IFF’s new Creative Lab at our NYC Creative Center, the Olfactive Futures exhibition features creations by Laurent Le Guernec, Andrew Everett, Carlos Benaim, Natasha C., Chiaki Nomura, Yves Cassar, Patty Hidalgo, Jean marc Chaillan, George Tedder, and Alex Lee.

I had the pleasure of visiting the exhibition at the invitation of Lauren Bitet, VP, Head of Fine Fragrance NOAM, and Anne Barkley, Senior Scent Design Manager, Fine Fragrance, and meeting IFF Perfumer Chiaki Nomura who was challenged with creating an ‘Ultra Seasoned” fragrance she called “Higher Ground.” Described as “unexpected, impulsive and fiery,” its a “spice first” scent inspired by her personal fascination with the Silk Road using pepper, cinnamon, cardamon, timur pepper, ginger and myr to add warmth.

Overall, the exhibition is a physical manifestation of IFF’s creative vision. A future-forward perspective on fine fragrance that celebrates creative freedom – a space for perfumers to dream without constraint and experiment without hesitation to move beyond today.

Each scent captures a moment of imagination infusing signals of emerging olfactive directions and futures still unfolding. Together, these works form the IFF Olfactive Futures collection, an invitation through scent to reimagine what fine fragrance can become, and to envision the next horizon together.

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Acclaimed actress and singer Hailee Steinfeld stars as the face of Glimmer. Rooted in the belief that one spark can ignite many, the campaign positions Hailee and her singing voice as catalysts for the joy, optimism, and connection that are at the heart of Glimmer.

“Hailee is the embodiment of what Glimmer represents; she is confident, has a contagious sense of joy, and understands the power of connecting with her community,” said Justin Boxford, Global Brand President, Estée Lauder. “Consumers have grown up with Hailee and have followed her journey from a young actress to an accomplished multi-hyphenate artist and cultural force. Her authenticity, creativity, and ability to inspire audiences across generations make her the perfect ambassador for Glimmer.”

“Fragrance has an incredible ability to tell a story without words, evoke emotion, and create memories that stay with you,” said Hailee Steinfeld. “What drew me to Glimmer is that it’s more than a fragrance; it’s a feeling and I’m honored to be a part of it.”

Hailee Steinfeld’s Glimmer campaign debuts across TV, print, digital, in-store and OOH on July 30, 2026.

Glimmer Eau de Parfum launches August 2026 at key global retailers and will retail for $130/50ml and $160/100ml.

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Boyd brings extensive experience spanning brand strategy, communications, consumer engagement, and cultural insights across the beauty, luxury, and lifestyle sectors. Most recently, she served as Global Senior Vice President, Beauty & Wellness at Together Group, where she led the Group’s Beauty & Wellness division across its portfolio of 15 leading agencies and consultancies, driving strategy, growth, and market positioning.

Prior to Together Group, Boyd spent nearly seven years at Karla Otto, one of the industry’s leading luxury communications agencies, where she held a series of senior leadership roles, ultimately serving as Senior Vice President, Global Beauty & Wellness. Earlier in her career, Boyd held roles across brand marketing, digital content, and editorial at MECCA and Vogue Australia.

Throughout her career, she has partnered with some of the world’s most influential beauty and luxury brands, helping them navigate evolving consumer behaviors, cultural trends, and new communications channels to build relevance and long-term brand equity.

“Madeleine brings a powerful combination of strategic communications expertise, cultural fluency, and a deep understanding of today’s beauty consumer,” said Meridith Webster, Chief Communications & Public Affairs Officer, The Estée Lauder Companies. “As we continue to evolve how our brands engage consumers and shape conversations globally, Madeleine will lead a best-in-class Global Brand Communications organization that elevates our storytelling, strengthens collaboration across our portfolio, and helps our brands earn relevance, resonance, and long-term desirability.”

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• Coty to receive approximately $400 million in consideration for the early termination plus sale of sufficient Gucci Beauty inventory to support the transition
• Coty to continue operating Gucci Beauty through at least June 30, 2027
• Proceeds expected to support debt paydown, reinvestment in Coty’s core prestige fragrance and beauty brands, and optimization of organizational set-up

Coty Inc. has announced it has entered into an agreement to transition the Gucci Beauty license back to Kering for a consideration of approximately $400 million. Under the terms of the agreement, Coty will continue to operate the Gucci Beauty brand through at least June 30, 2027, ending the license approximately one year ahead of the original license term.

Markus Strobel, Executive Chairman and Interim CEO of Coty, said: “This agreement delivers a favorable outcome to conclude the Gucci Beauty license, enabling Coty to redeploy capital and focus on our priority brands. It recognizes the substantial value created in Gucci Beauty under our stewardship and enhances our financial flexibility.”

As part of the agreement, Coty received $250 million in cash at signing and will receive an additional $150 million no later than September 30, 2027, of which up to $30 million is contingent on certain criteria. Coty has also agreed to sell to Kering an amount of Gucci Beauty inventory sufficient to support the transition. Coty estimates cash taxes of approximately $30 million in connection with this transaction.

The transaction proceeds will be used to support debt reduction, investment in its core prestige fragrance and beauty portfolio, and organizational optimization to reflect the new scope of the business.

Coty acquired the Gucci Beauty license in 2016, and has grown the business into a world-class fragrance and beauty operation with market-leading innovation and internationally recognized campaigns. Since 2019, Coty has grown Gucci Beauty revenues by more than 60%, underpinned by enduring global franchises including Gucci Flora, Bloom, Guilty, and Alchemist Garden.

In connection with the transaction, Coty and Kering have agreed to a mutual resolution of all pending litigation and related claims concerning the Gucci Beauty license, allowing the parties to focus on an orderly transition and their respective future strategic priorities.

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Marie Salamagne and Frank Voelkl, to the prestigious rank of Master Perfumers. These

appointments, the first announced in Fine Fragrance since 2016, underscore the rarity and

highly selective nature of this distinction within dsm-firmenich.

Recognition at the Highest Level of Perfumery

The title of Master Perfumer is reserved for a select group of fragrance creators whose careers,

perseverance, character and impact have profoundly shaped contemporary perfumery. An

exceptional distinction, it represents the culmination of years of dedication, discipline and

creative excellence at the highest level.

Within a fragrance house, a Master Perfumer plays a pivotal role: serving as a guardian of

olfactive excellence, a master of the ingredient palette that they continuously explore, enrich

and reinvent, a key driver of innovation at the intersection of science and creativity, and a

mentor committed to nurturing and inspiring future generations of perfumers.

“We are especially proud to see Marie Salamagne and Frank Voelkl join the ranks of our Master

Perfumers. Being named a Master Perfumer at dsm-firmenich is a rare distinction that

recognizes exceptional talents whose creations combine artistic excellence with commercial

success, generating some of the industry’s most significant fragrance achievements for brands

around the world,” said Emmanuel Butstraen, President Perfumery & Beauty, dsm-

firmenich.

“Marie and Frank truly embody what it means to be a Master Perfumer today: exceptional

creativity, a deep mastery of our ingredient palette and a rare ability to advance the art of

1/4perfumery through a vision that is both bold and innovative,” added Jonathan Simon,

President Global Fine Fragrance, dsm-firmenich.

A Circle of Excellence

With these appointments, Marie Salamagne and Frank Voelkl join dsm-firmenich’s Fine

Fragrance Master Perfumers: Alberto Morillas, Olivier Cresp, Honorine Blanc and Nathalie

Lorson. Together, they embody a demanding, contemporary and resolutely innovative vision of

perfumery, where creative excellence, mastery of raw materials and a pioneering spirit come

together to shape the future of the craft.

Marie Salamagne: The Pursuit of Harmony and Emotion

A perfumer with a unique sensibility, Marie Salamagne developed an instinctive relationship

with scent from an early age. Born and raised in Paris in a family of physicians, she first pursued

medical studies before turning to chemistry. Discovering ISIPCA proved to be a revelation and

led her to fully embrace perfumery.

She began her career at a Grasse fragrance house, working closely with natural raw materials,

before joining dsm-firmenich in 2001, where she trained under some of the industry’s most

respected figures, including Olivier Cresp.

Marked by perseverance, high standards and an unwavering passion for the craft, her journey

has led her to create fragrances that are both universal and deeply distinctive, resonating with

a global audience while leaving an immediately recognizable olfactive signature.

Among her most iconic creations are Aqua Allegoria Mandarine Basilic (Guerlain), Beach Walk

and By the Fireplace (Maison Margiela), Histoire d’Orangers (L’Artisan Parfumeur), Black Opium

and Muse (Yves Saint Laurent), Soie Malaquais (Dries Van Noten), Fame (rabanne), Orange

Marmalade (Jo Malone London), I Want Choo Le Parfum (Jimmy Choo), Flora Gorgeous Orchid

(Gucci), Polo 67 (Ralph Lauren), and the recent blockbuster Paradigme (Prada). Marie has also

built long-standing partnerships with iconic designer brands such as Azzedine Alaïa, Issey

Miyake, and Kenzo.

Through her creations, Marie Salamagne champions a perfumery of emotion and conviction,

where technical mastery serves a deeply human vision: creating fragrances that accompany

life’s moments with humility, excellence and a constant spirit of reinvention.

Frank Voelkl: A Journey of Passion and Purpose

Born in Germany, Frank Voelkl developed an olfactive sensibility shaped by contrasts from an

early age: the raw scents of nature from his childhood and the elegance of the perfumes worn

2/4by his mother. His adolescence in Paris marked a decisive turning point, awakening his vocation

for perfumery.

After studying chemistry, he attended ISIPCA before beginning his career in Germany and

later continued his journey in New York. His encounter with Maurice Roucel played a defining

role in his training, guiding him toward more streamlined and assertive compositions.

Based in the United States for the past 30 years, he has developed an international signature

influenced by his multicultural background and his ability to transform intuition into global

success.

Among his most celebrated creations are Gucci Bamboo (Gucci), Tuscan Leather Intense (Tom

Ford), You, You Rêve and You Doux (Glossier), Velvet Amber Sun (Dolce&Gabbana), Eternity

Aromatic Essence for Men (Calvin Klein), Zephirine (Liberty LBTY), Mood Ring and Father

Figure (Phlur), and Casa Blanca (House of BŌ), for leading American niche fragrance brands. His

celebrity fragrance portfolio has further expanded his reach, with creations for Billie Eilish,

Ariana Grande, Justin Bieber and, more recently, Dwayne Johnson (“The Rock”) for

his Papatui brand. His long-standing collaboration with the iconic slow perfumery house Le

Labo has resulted in nearly twenty globally recognized fragrances, including the cult

classic Santal 33, alongside Thé Noir 29, Thé Matcha 26, Baie 19 and Violette 30.

Committed to knowledge-sharing, he embodies a vision of the profession guided by integrity

and generosity, where creation exists in continuity with heritage, innovation and mentorship.

A Celebration of Creativity

Through these appointments, dsm-firmenich reaffirms its ambition to elevate the art of

fragrance creation through signature perfumes that leave a lasting impression on consumers

around the world.

These appointments will be celebrated during a ceremony taking place in September 2026, in

Paris, bringing together the perfumery community and dsm-firmenich partners to honor their

careers and exceptional contributions to the craft.

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While 65% of beauty buyers already use longevity-supporting products, 58% don’t grant beauty a role in longevity. The longevity consumer isn’t coming. They’re here.

Students from the Fashion Institute of Technology’s (FIT) master’s degree program in Cosmetics and Fragrance Marketing and Management (CFMM), known as the “Beauty Industry’s Think Tank,” unveiled global insights on “The Longevity of Beauty,” a research study from its 2026 capstone initiative focused on three areas: the longevity consumer, the science of longevity, and the business of longevity. Sponsored by Coty, the research was presented at the college, along with an awards ceremony for graduates and a reception for industry professionals. The findings, delivered to an audience of more than 700 industry executives from leading global beauty brands, draw on three independent online surveys of 1,654 U.S. Beauty consumers, collectively the “Longevity in Beauty Consumer Research Study,” conducted in May 2026 as part of FIT’s CFMM program.

“I always enjoy digging into the students’ original primary quantitative consumer research, and their aggregated findings and insights are eye-opening,” said Dr. Brooke Carlson, interim dean, School of Graduate Studies. “While beauty industry professionals will gain a deeper understanding of consumers’ feelings about longevity as it relates to brands, product claims, and marketing, the findings transcend the consumer by delving into the roles of science and the business of longevity. For me, this research is a wake-up call for any business—not just beauty—to take action or be left behind.”

“On this, the occasion of the 25th anniversary of CFMM’s capstone research, we have chosen a topic with universal appeal to businesses, brands, and consumers alike,” said Professor Stephan Kanlian, chair, CFMM, School of Graduate Studies. “This group of global professionals has embraced the opportunity to perform field research in five global markets during their graduate study and to conduct original consumer research for a nuanced understanding of the problems facing today’s business leaders.”

Part One: The Longevity Consumer

Redefining Beauty in an Era of Uncertainty

Driven by economic instability, information overload, and optimization culture, beauty consumers are trading aspirational shopping for data-backed biological investments. As longevity becomes a defining priority, the research examined how four macro forces—uncertainty, the erosion of the American Dream, cognitive fatigue, and optimization—are reshaping purchasing behaviors. Key findings include:

• Beauty is the most-protected discretionary spend. Only 33% cut beauty in a stressed economy—versus 55% dining out, 48% clothing, 45% travel. Beauty is cut at barely half the rate of restaurants.
• The “lipstick effect” is real and additive. Of the 26% who buy beauty “pick-me-ups” under economic stress, only 16% are also cutting their beauty budget. For the other 84%, the splurges are new spend on top of normal beauty—not traded-down spend.
• The market runs on cognitive overload. While 85% feel overwhelmed shopping for beauty, one in five (21%) experience that anxiety every single time. The leading cause, named by 50%, is too many new products. The launch-volume strategy is backfiring.

The full Consumer Survey Fact Sheet is available online.

Opportunity: The question is no longer what beauty can offer aesthetically, but rather how brands can meaningfully support consumers’ pursuit of longevity, well-being, and a more sustainable life experience. As shoppers become more intentional and emotionally selective, the brands best positioned for growth will be those that deliver credibility, functional value, and intentional moments that improve everyday life.

Part Two: The Science of Longevity

Shifting from Products to Systems for 100-Year Thinking

The beauty industry is undergoing a major structural transformation as longevity reshapes how consumers define aging and wellness, shifting priorities toward measurable vitality. Because research suggests that nearly 80% of aging is influenced by modifiable lifestyle factors, consumers are demanding more than marketing claims. The graduates’ research exposed a critical credibility gap between how science measures aging and how beauty has historically marketed it. Finally, a structural misalignment outlines how true longevity innovation requires long-term clinical research, while the beauty industry still largely operates on short-term product cycles and trend-driven launches. Key findings include:

• Brands fumble the one job that matters. A total of 56% say beauty brands explain the science of aging unclearly or not at all; just 12% feel it is explained “very clearly.” Explanation, not product, is the gap.
• The biology is slow—the consumer isn’t. Data shows 42% of consumers polled expect visible results within a month, faster than healthy-aging biology typically delivers. Set honest time-to-result expectations or lose believers by week four.
• Science jargon is eroding trust. Only 14% say terms like NAD+, exosomes, and epigenetics make a product feel credible; 32% read them as marketing. The lever is translation, not vocabulary.

Opportunity: To remain credible, brands must move beyond “longevity-washing” toward integrated systems capable of delivering measurable health-span outcomes. The future belongs to companies willing to rethink beauty not as a category of aspiration, but rather as a platform that actively supports prevention, recovery, resilience, and long-term vitality. The question is no longer whether beauty can participate in longevity, but where it can do so credibly.

The full Science Survey Fact Sheet is available online.

Part Three: The Business of Longevity

Trust, Desire, and the Three Levers of Durable Brands

A crowded marketplace with intensifying competition is creating unprecedented pressure on brands, making typical strategies insufficient to ensure the sustained survival of a business. Following six months of global research, the CFMM cohort identified two fundamental anchors for modern brand durability and long-term success: trust and desire. The data confirms the impact:

• Proof alone within an oversaturated market of high-performing products will not be enough to stand out: 40% love a brand for “proof it works,” but nearly 90% name ritual, learning, people, or identity as a main point of authority.

• Discovery is a long game, not a one-off campaign: 40% first heard about their favorite brand from a friend or family member, as opposed to approximately 6% from an influencer. Brand-led discovery remains relevant, as 27% of shoppers cite brand marketing and in-store placement as first point of contact.
• Unincentivized human opinion remains the most trusted driver of purchase: While 55% rely on their closest circle of peers and small online communities (Reddit, Discord, etc.) for trusted product opinions, only 2% turn to AI platforms like ChatGPT for reviews before purchasing a product.

Opportunity: The competitive advantage no longer belongs to the brand that spends the most; it belongs to the one that connects most deeply with its audience. Brands must commit to participating authentically in peer spaces, integrating cultural layers so visible moments reinforce daily rituals and foundational credibility, and designing experiences where consumers become protagonists. This framework is not optional for longevity: It is the only structure that compounds trust and desire at scale.

The full Business Survey Fact Sheet is available online.

Infographics are also available online for the Longevity Consumer, the Business of Longevity, and the Science of Longevity.

About FIT and the Cosmetics and Fragrance Marketing and Management MPS
The Fashion Institute of Technology (FIT), a part of the State University of New York, has been an internationally recognized leader in career education in design, fashion, business, and technology for more than 75 years. The college offers nearly 50 majors and grants AAS, BFA, BS, MA, MFA, and MPS degrees, preparing students for professional success and leadership in the creative economy. The FIT Master of Professional Studies (MPS) in Cosmetics and Fragrance Marketing and Management (CFMM) program, one of seven advanced degree programs in FIT’s School of Graduate Studies, was developed in collaboration with industry as a leadership development program for outstanding midcareer executives. Global luxury firms, including Chanel, Estée Lauder, LVMH, and Shiseido, and global consumer packaged goods companies, including Coty, L’Oréal, and Unilever, nominate talented emerging executives to participate in the two-year program. The CFMM program has become the beauty industry’s recognized think tank, producing high-level research presented to industry executives and organizations, and at specialized panels, symposia, and forums in both academia and industry. In 2024, the college launched the Beauty Center at FIT, academia’s first consumer and business research facility focused on the dynamic beauty sector. For more information on the program, visit fitnyc.edu/cfmm. For more information on FIT, visit fitnyc.edu.

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