The Barcelona-headquartered fragrance house has appointed Pelegrí Granel as Senior Perfumer. The ex-Kao Group employee is joining Eurofragance to further strengthen the company’s team of Home Care Perfumers, while also allowing the creation community to tap into his Personal Care expertise.
The recruitment of this “cross-category” perfumer, whose expertise spans both Personal and Home Care, represents a key milestone in Eurofragance’s strategy to strengthen its presence in the Home Care sector and expand its portfolio in this category.
“I am very excited to be part of the Eurofragance team and to have the opportunity to enhance the Home Care category, a highly inspiring project that the company is really investing in,” said the Perfumer. “For me, in an industry that is constantly changing, it is essential to approach each project with a different narrative, from a creative perspective, with the ability to adapt and a special focus on intuition,” he added.
Following the pandemic and the obligation to stay home, consumers have made their home their focal point, turning it into a sanctuary. In the perfume industry, Eurofragance said, this has translated into a boom in the Home Care category, where scented candles, fabric softeners and other household products have gained greater importance for consumers. They are not only looking for these products to meet their functional expectations, but also to experience enriching sensorial and emotional occasions.
According to Granel, developing fragrances that, year after year, face growing regulatory restrictions is a real creative challenge. Generally speaking, the market is becoming more and more demanding. “Consumers no longer just want the product to be efficacious; they also want it to provide emotional well-being, a factor that was originally sought in Personal Care products and is increasingly being demanded in Home Care products as well,” he concluded.
Dolors Costa, Chief Fragrance Development & Innovation Officer at Eurofragance said the new addition to her creation team by stating will bring extensive experience that will be “essential in strengthening our expertise in the Home Care category.”