THE WHAT? O Boticário has launched the Perfumery Club, a new proprietary initiative designed to bring together fragrance experts, opinion leaders and enthusiasts, following its recognition as Brazil’s benchmark for fragrance quality.
THE DETAILS The inaugural edition will take place in Grasse, France, bringing together leading perfumers, fragrance houses and industry specialists to explore the future of perfumery through discussions on innovation, natural ingredients, floral fragrances and emerging consumer trends. The initiative builds on O Boticário’s long-standing relationship with Grasse, where founder Miguel Krigsner drew inspiration for the iconic Lily fragrance and where the company is the only Brazilian fragrance brand represented at the International Perfume Museum. The programme will become an ongoing global platform for knowledge sharing and collaboration, supporting the company’s continued investment in fragrance innovation, research and consumer engagement.
THE WHY? The initiative reinforces O Boticário’s leadership in Brazil’s fragrance market while strengthening its global positioning through education, innovation and industry collaboration at a time of growing consumer interest in the craftsmanship and storytelling behind perfumes.
Source: Roast Brief
