Named "World of Scents," the sound represents how scent plays
a key role to awaken the extraordinary senses
PARIS, Oct. 19,
2023 /PRNewswire/ -- IFF today announced the
launch of its first sound logo to the business-to-business (B2B)
perfumery, home and personal care industries. Developed with
Paris-based sound research lab
IRCAM Amplify, the sound, named "World of Scents," represents IFF's
creative and pioneering ambitions, and the human experience
they aim to evoke.
Earlier this year, IFF signed a partnership with IRCAM
Amplify, exploring the emotional connections between sound and
scent. Together, they conducted a ground-breaking study showing
that a purposefully designed sound increased scent purchase intent
by nearly 60 percent in an e-commerce site.
"Scent and sound are both invisible but have a profound impact
on sensory perception," said Sergio
Gelernter, chief marketing officer, Scent, IFF. "Creating a
sound which digitally represents our scent capabilities is one way
to elevate how our creators awaken the extraordinary senses for a
better world."
To create the "World of Scents" sound logo, the IFF and IRCAM
Amplify teams used the Amplify SPEAK methodology, drawing
inspiration from the vision of IFF's Scent division. The musical
components give a balance between acoustic instruments and
electronic production:
- Human sounds that bring closeness and incarnation, represent
the extraordinary human, the core of everything IFF does.
- An upbeat dance music groove provides modernity and an
uplifting feeling, while ambient and glass textures bring
transparency and harmony.
- World instruments (rain stick, marimba, nyatiti, flute,
shakers) and reggaeton-inspired rhythms open the sound signature to
an international and culturally diverse scope.
"With this partnership, our team of sound designers brings a
science-based process to create sound for emotional impact, which
we've found to be at the heart of the IFF approach," said Nathalie
Birocheau, CEO of IRCAM Amplify.
A world leader in scent creation, IFF has a long history of
understanding the multi-sensory dimensions of fragrances, using a
combination of neuroscience, more than 40 years of gathering
consumer data and an in-house AI tool. To listen to the sound logo
and to learn more, visit here.
About IRCAM Amplify
IRCAM Amplify was created to achieve the very best of innovation
in audio research from IRCAM – Centre Pompidou available to
companies and new use cases. IRCAM – Centre Pompidou, the Institute
for Research and Coordination in Acoustics/Music was founded in
1977 by Pierre Boulez as a venue of cross-fertilization between
science, technology and music creation. Today, it is one of the
world's premier centers of expertise in the realm of sound.
Welcome to IFF
At IFF (NYSE: IFF), an industry leader in food, beverage,
health, biosciences and scent, science and creativity meet to
create essential solutions for a better world – from global icons
to unexpected innovations and experiences. With the beauty of art
and the precision of science, we are an international collective of
thinkers who partners with customers to bring scents, tastes,
experiences, ingredients and solutions for products the world
craves. Together, we will do more good for people and
planet. Learn more at iff.com, X
(Twitter) , Facebook, Instagram,
and LinkedIn.
© 2023 by International Flavors & Fragrances Inc. IFF is a
Registered Trademark. All Rights Reserved.
Contact:
Judith Gross
VP, Communications & Branding, Scent
+33630097462
Judith.gross@iff.com
SOURCE IFF