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Firmnich and Minority Associates to Celebrate Niche Perfumery in China

The winners of the 2020 Niche Perfumery Awards (mNPA), which were held in Shanghai for the second year in a row, were announced in January.

Firmenich, an international specialist in perfumes and aromas, has formed an exclusive partnership with Minority as part of this award. This edition provided a unique setting to showcase authentic Chinese niche creations, representative of national socio-cultural trends. The award also highlighted international niche brands that have already gained some notoriety in China.

"China is a huge source of inspiration for our industry and we are honoured to once again be the exclusive partner of the Niche Perfumery Awards 2020 minority in China,"said Ilaria Resta, President Perfumery, Firmenich. As a global leader in fine fragrance, Firmenich strives to make fragrance more inspiring, attractive and responsible to customers and consumers around the world. This award brings together brilliant Chinese fine fragrance talents and provides them with an ideal setting to be presented to the world. »

Song Yuan, the founder of Minority, added: "We are delighted to renew this partnership with Firmenich this year. In China, the niche market is booming and the Chinese are looking for brands and perfumes whose stories tell them. As Firmenich is the world leader in fine fragrance, we rely on their know-how as well as their range of ingredients known to meet the increasingly sophisticated needs of Chinese consumers, including by creating perfumes designed specifically for this market. »

Firmenich consumer studies have revealed that the criteria for selecting a Chinese perfume are based on non-conformism, personal satisfaction and the affirmation of one's identity. This is why the niche market attracts them particularly, with a creative and artistic dimension.

"We've seen a significant increase in niche brand launches in China in recent months," said Jerry Vittoria, President, Global Fine Fragrance. The Chinese are venturing into new products and orienting the future of the niche in China. The growth of this market reflects consumers' desire to explore and create, and we will continue to encourage innovations that build creative bridges between China and the rest of the world. »

MNPA chooses the best products for each category and is the only Chinese award that showcases the avant-garde in niche fragrances. The jury is made up of Chinese perfumers, confirmed perfume reviewers and experts from the Chinese perfume industry. They name the perfumes that will compete, then the list of finalists. The winners are then elected by a public vote.

The winners of the mNPA 2020 are:

  • Best fragrances, independent niche brands: Atramental from Room 1015; Black Tar of Special Perfumery; Sottosopra by Calé Fragranze d'Autore; Mad Lady of Juliette Has a Gun.
  • Best fragrances, group-affiliated niche brands: Miller Harris Tender; Crazy Absinthe by L'Artisan Perfumer;  Portrait of a Lady by Frédéric Malle.
  • Best perfumes, Chinese niche brands: White Dew by Kongbai; Farouche of Uttori; Old Man by YILI Olfactory Art.
  • Niche fragrance of the year: In Frédéric Malle's Tes Bras.

"China is a promising market that allows brands to explore their creativity - this year's fragrances are less classic and bolder compared to last year's winners,"notes Olivier Viejo, Senior Director of Firmenich at The Fine Fragrance Workshop in Shanghai. We believe that China will continue on this growth path of the global fine fragrance market. We remain very involved in this development thanks to our Fine Fragrance workshop located here in Shanghai. »

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