The World Through Scent: How Globalization Changes What We Smell

During our visit to dsm-firmenich in Paris, one of the global leaders in fragrance and flavor innovation, I gained a new appreciation for the subtle but powerful role that scent plays in marketing. More importantly, I came to understand how globalization shapes consumer perception of fragrance in unexpected ways.

In a session led by Bernie Perez, Senior Commercial Director of Global Consumer Brands, we explored the cultural context behind scent preferences. One insight that stood out was how certain fragrances can evoke vastly different reactions across regions. For instance, coconut, a scent that currently dominates many Western personal care products, is often avoided in parts of Asia. Bernie shared a personal story about growing up in the Philippines, where coconut was used as a medicinal topical. For him, and for many other consumers in similar markets, the scent is associated with discomfort rather than indulgence.

Olfactive Training Workshop

This example demonstrated a key principle in global brand marketing: cultural context matters. What smells clean, luxurious, or appetizing in one country may trigger entirely different associations elsewhere. For global brands, the challenge lies in either creating fragrances that resonate universally or developing regional variations that honor local preferences.

As part of our experience, we were asked to create a fragrance concept inspired by “Edible Arrangements.” Our ideas were translated into real perfumes by the dsm-firmenich team, who blended notes like guava, peach, and coconut into wearable scents. This hands-on exercise reinforced just how deliberate fragrance development is and how it serves as a strategic tool for brand identity.

Our developed scents based off the theme "Tropical Bliss"

In today’s interconnected world, fragrance isn’t just about smelling good, it’s about evoking the right emotion for the right consumer. While globalization continues to connect markets, fragrance still demands a personal and culturally sensitive approach.