Celebrating 20 years of TRENZ inspiration: Firmenich’s pioneering foresight engine


GENEVA, December 1, 2021 / PRNewswire / – Firmenich, the world’s largest privately held fragrance and flavor company, celebrates 20 years of creating inspiring value for its customers through its TRENZ Foresight Program. Launched in 2001, and led by a unique team of thought leaders in Firmenich’s Perfumery and Taste & Beyond divisions, TRENZ has evolved into a globally recognized source of industry insight, helping customers identify and forecast the desires of consumers, and to imagine the future of perfume. and flavor.

“Like any future movement, olfactory and taste trends echo the socio-cultural environment of the time. TRENZ focuses on the ultimate pathways of conscious growth, examining what the impact of today’s scents will be. and the tastes of tomorrow “, said Gilbert Phantom, Chief Executive Officer. “We are able to project the coming years to inspire the development of new products and co-creations with our customers in the food, beverage and fragrance categories. Trenz offers actionable insights and a true partnership with our customers by contributing to and inspiring their innovation pipeline.

“At Firmenich, creativity and innovation are among the fundamental values ​​that drive us. We pioneered TRENZ 20 years ago and have since perfected it as an integral tool to serve these values ​​by providing insight and inspiration to our creators and clients, ”explained Mikel cirkus, Global Creative Director, Taste & Beyond. “Identifying and interpreting socio-cultural events and predicting the next important signals provides our clients with a unique view of what will trigger people’s emotions and desires in the years to come, so that they can better serve their clients. consumers and become the stewards of the future of food and beverage. ”

Over the past two decades, TRENZ’s internal creative network has provided some of the most influential information as it explores the myriad of forces affecting the global consumer landscape and how they will shape the future market. These forward-looking visions include the universal theme of the “empowered” consumer in 2008, which explored the demand for increased personalization, a key driver of D2C growth over the past decade. Meanwhile, TRENZ’s 2013 “Microbiome” report highlighted the importance of understanding the microbiome in human health and the undiscovered correlations with personal and home care products.

TRENZ legacy spans TRENZ Journal, the annual high-impact visual magazine, TRENZ-Walks in emerging city neighborhoods and TRENZ events, hosted to inspire and promote mindset shifts through actionable ideas and demos.

Demonstrating the importance of TRENZ knowledge and how it has been used by Firmenich customers, the renowned Rituals brand has capitalized on the intelligence of TRENZ over the years to inform future product assortments and how which they communicate with their customers.

“At Rituals, we are constantly exploring new ways to create meaningful moments to enrich everyday life,” said Rituals Founder and CEO, Raymond Cloosterman, “We love the way the Firmenich teams help anticipate new consumer desires and the way the TrenzWalks are designed to spark new thinking and bring new perspectives to life from around the world. This unique approach has inspired us a lot over the years. “

Jamie krayger, Global Creative Director, Parfumerie added, “As we look to the future and the continued evolution of TRENZ, our commitment to pushing the boundaries with forward-thinking diagnostics is imperative. In our latest foresight report, we dissect the intersection of scent and healing. . We know our well-being is imperative, but before we can actually be well, we must first heal. There are many unexplored roles for scent and taste in the environmental, social, and personal healing process. ”

By 2022, Firmenich will launch TRENZ Futures, a new digital evolution of the platform.

To learn more about TRENZ, please visit: www.firmenich.com.

About Firmenich

Firmenich, the world’s largest privately held fragrance and flavor company, was founded in Geneva, Switzerland, in 1895 and has been a family business for 126 years. Firmenich is a leading business-to-business company specializing in the research, creation, manufacture and sale of fragrances, flavors and ingredients. Recognized for its world-class research and creativity, as well as its leadership in sustainable development, Firmenich offers its customers superior formulation innovation, a wide range of high-quality ingredients and exclusive technologies, including biotechnology, encapsulation, olfactory science and taste modulation. . Firmenich achieved annual sales of 4.3 billion Swiss francs at the end June 2021. More information about Firmenich is available at www.firmenich.com.

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SOURCE Firmenich

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