Givaudan opens a new fragrance creative facility in Indonesia

Givaudan, a multinational fragrance and beauty company, has announced the launch of its new scent creative center, '10 Capital', in Jakarta, Indonesia. Designed as a co-creation hub, the center puts Givaudan's Consumer Products and Fine Fragrance teams together under one roof to work closely with local companies and entrepreneurs from the first spark of idea to the ultimate olfactory character.

Increasing its foothold in a rapidly expanding Southeast Asian region

As part of Givaudan's ongoing investment in Southeast Asia, one of the world's fastest-growing fragrance markets, '10 Capital' symbolises the company's desire to strengthen its connection with clients in the region through the combination of creativity, technical competence, and market insight.

The center houses a dedicated team of perfumers, creative assistants, and an application lab that work across categories and are connected to Givaudan's global network of fine fragrance and consumer products expertise. Supplementing '10 Capital', The Foundry, a collaborative environment dedicated to excellent fragrance, encourages direct collaboration among perfumers, professionals, and clients. The Foundry's unusual circular workspace and ingredients wall create a sensory playground where creativity and craftsmanship intersect.

"This investment demonstrates our commitment to co-creation and agility in our consumer products sector. "By bringing our teams closer to our customers, we can quickly turn ideas into market-ready solutions that celebrate the vibrancy and diversity of the Indonesian and Southeast Asian fragrance landscape," said Felix Mayr-Harting, global head of consumer products.

"'10 Capital' represents a new chapter in our regional presence, reflecting our belief in the extraordinary creativity emerging from Southeast Asia." It symbolises our commitment to investing in innovation and collaboration, thereby creating the future of great fragrance in this wonderful region. "By combining local insights with Givaudan's global artistry, we are enabling a new generation of brands to translate their distinct identities into signature scents that resonate deeply with consumers," said Xavier Renard, global head of fine fragrance.

During the press event, Givaudan invited a select group of media and influencers to a unique behind-the-scenes immersion, showcasing the rigorous artistry and pioneering spirit that define perfume production, an experience that is rarely available to the general public.

Attendees learned about Givaudan's fragrance expertise and commitment to innovation during a live introduction of www.givaudanperfume.id, Indonesia's first dedicated digital platform for scent creation and inspiration, launched in 2024. Then, they took part in a roundtable discussion with experts such as Arnaud Guggenbuhl, global head of marketing, insight & image, and Naila Hamayed, global creative vision leader, fine fragrance, to gain a better understanding of how fragrances are envisioned, developed, and introduced to the market.

"As an Indonesian perfumer, I am pleased to see how quickly the fragrance industry has expanded here. "This new creative center allows us to collaborate more closely and support our local customers throughout the fragrance development process," said Karina Mandala, perfumer at Givaudan.

Givaudan's '10 Capital' sets a new standard for fragrance production and is an essential step in strengthening the company's local presence and ability to serve clients in Indonesia and throughout the region.

Source: Givaudan