The Swiss fragrance, beauty, and well-being company will create partnerships with Chinese brands in order to co-create perfumes within Shanghai. Givaudan have started this journey by opening a fragrance hub centre in Shanghai named L’Appartement 125. The aim is to create and promote a new type of perfume in the area. The company has stated, “By engaging with local talent and fostering innovation, Givaudan aims to create a vibrant community of fragrance creators." Within the new building will be an interactive fragrance wall, sensory garden, and operational laboratory. The centre will also contain insights and decor of the latest trends surrounding beauty trends in China, as the country has “personalised and highly premium fragrances," which Givaudan wants to continue to produce within their collaboration. Although this is not a new concept for the company and has been proven to be a successful journey for them, “since our entry into the Chinese market in 1988, Gandhian has witnessed remarkable growth and transformation," stated the CEO of the company, Gilles Andrier.
