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The latest scent trends for the season are the theme for this marketing event.
March 21, 2025
By: Lianna Albrizio
Associate Editor
The Fragrance Foundation is celebrating National Fragrance Day with the opening of a pop-up boutique at 924 Madison Avenue.
A sneak peek was given to members of the media along with the prominent perfumers who crafted them.
Fragrance houses DSM-Firmenich, International Flavors & Fragrances, Inc., Givaudan and Robertet joined The Fragrance Foundation in their journey to celebrate Fragrance Week, the idea for which began a “dream” pre-pandemic, according to Fragrance Foundation President Linda Levy.
Fast forward five years, that dream became a reality.
Fragrance houses in attendance at the boutique’s fête on the eve of National Fragrance Day included Bath and Body Works, Coty, Costa Brazil, Interparfums, L’Oréal Luxe, Parlux Ltd, The Fragrance Group and Puig. Other distinguished guests included Vera Wang, Carlos Huber, creator of Arquiste Parfumeur, House of Bo, Carol Han of Nette and Terry Johnson from Harlem Candle Co.
Fine fragrances on display for testing include Vera Wang’s Princess; Bath and Body Works’ You’re the Sweetest; AfricanRooibos by Chris Collins; Your Turn by Billie Eilish; Anna Sui’s; WeWoreWhat’s 001; Yves Saint Laurent Beauty’s Libre L’Eau Nue; and Carolina Herrera’s Good Girl and Bad Boy. Levy paid a special acknowledgment to Herrera’s late husband, Reinaldo Herrera Guevara, former journalist, who passed away on March 18.
A ribbon-cutting was held to open the doors to consumers and visitors.
The Fragrance Foundation also used the occasion to educate students on its Scents of Success initiative, which shares guidance about careers in fragrance with students at universities across the US via panel discussions and workshops, and its annual awards presentation, the finalists of which will be announced next month.
During Fragrance Week, the Fragrance Foundation partnered with the Madison Avenue Business District to afford every boutique and fashion house that sells fragrance from 57th to 86th Streets in New York, NY – from D.S. and Durga to Coty, Diptyque, Granado Rio de Janeiro and others – the chance to get involved.
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