Symrise Opens Scent Creative Center to Boost Growth in Asia-Pacific
Symrise expanded its business and growth strategy in Asia by establishing its new Scent Creative Center in Singapore. The centre integrates advanced evaluation capabilities, consumer comprehension, and creative expertise to reflect the manner in which consumers interact with products in their daily lives.
The centre is a component of a multi-phased cross-business expansion in Singapore that translates the ONE Symrise strategy into tangible customer value. This includes the development of differentiated fragrance solutions and the acceleration of collaboration based on consumers' everyday experiences with products.
The centre elevates the Symrise ecosystem by integrating the expertise of consumer fragrance, fine fragrance, and oral care, as well as the capabilities of care & wellness and taste, nutrition & health.
This ONE Symrise ecosystem integrates perspectives regarding shared consumers and presents opportunities for multisensory solutions that span categories. Singapore's strategic location offers an additional advantage by connecting global capabilities with customers and consumers throughout Southeast Asia and the broader region.
“Singapore plays a strategic role in our ambition to grow with our customers in Asia. We continue to build an integrated ecosystem that connects our global capabilities with regional understanding and outstanding local talent. The new Scent Creative Center brings ONE Symrise to life and strengthens our ability to turn insights into long-term value for customers and consumers,” says Michael Friede, President Scent & Care, Symrise.
Symrise continues its long-term investment in Singapore with the establishment of its new Scent Creative Center. The company has invested over €80 million in the country over the past ten years and has further developed its capabilities in the areas of automation, AI, and neuroscience.
For over a decade, Symrise has been able to develop state-of-the-art equipment and expertise as a result of its partnership with the Singapore Economic Development Board (EDB).
“Symrise’s new Scent Creative Center and Global Skin Cleansing Center of Excellence reinforce Singapore’s position as an innovation hub for the flavor and fragrance industry. The expansion strengthens Symrise’s ability to tap Singapore’s research capabilities and talent base to develop innovative, consumer-focused solutions for markets in Asia and beyond. We welcome Symrise’s continued investment and look forward to supporting its next phase of growth in Singapore”, explains Kelly Lai, Vice President & Head, Chemicals and Materials, Singapore Economic Development Board (EDB).
The Global Skin Cleansing Center of Excellence, which was recently established, is also located in Singapore. Subsequently, Symrise will establish and disseminate expertise in the areas of bar soaps, shower gels, handwash and emerging cleansing formats.
It will also provide support for global customer briefs and create fragrance solutions that align with the changing expectations of consumers in the areas of health, beauty, wellbeing and sensory experience.
The strategic significance of the category and the region is reflected in this selection of location. The Asia Pacific region is home to the world's largest skin cleansing market, with a value of €12.1 billion within a global market of €38.9 billion.
The Center of Excellence transforms knowledge across markets into differentiated fragrance solutions by integrating perfumery, sensory evaluation, consumer and market intelligence, and innovation.
“The opening of our center represents a key milestone for Symrise in APAC and globally. With a second key milestone coming up in Singapore very soon, we are further elevating the development of our innovation capabilities for Scent.” says Laurent Soubiran, SVP APAC for Consumer Products.
The Creative Center will be complemented by an adjacent Innovation Center as Symrise continues its journey in the first quarter of 2027. It will enhance Singapore's analytical and research capabilities and generate additional opportunities for collaboration with universities and customers.
The Scent Creative Center, Global Skin Cleansing Center of Excellence, and forthcoming Innovation Center collectively fortify Singapore's status as a critical component of Symrise's global network, which unites science, creativity, and consumer comprehension to stimulate growth in Asia and beyond.
Source: Symrise
