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The Happi Podcast

Tom Jansen of New Directions Aromatics

Jansen unpacks the scent trends shaping personal and home care and shares expert insight on selecting fragrance that's authentic to your brand.

Released By New Directions Aromatics

Tom Jansen of New Directions Aromatics

From personal care to home care, fragrance can be a brand’s secret sauce. Tom Jansen, director of innovation and new products at New Directions Aromatics, discusses what’s trending and how formulators can use fragrance to forge a connection with consumers in a way that’s authentic to their brand.

In this podcast, Jansen shares:

• Why fragrance is so essential today, regardless of category.

• What’s trending, including new collections from New Directions called Cultured Gourmands and Modern Botanicals.

• How to avoid common missteps in selecting fragrances.

• What’s next in the world of scent and fragrance.

NDA Fragrance Collections

Developed in collaboration with Aromatic Fragrances International, Cultured Gourmands pairs culinary intelligence with modern perfumery, according to New Directions. The six fragrance oils include: Pistachio Crème, Rice Steam, Sesame Woods, Milk Veil, Honeyed Matcha and Sugared Lychee.

The Modern Botanicals collection is “refined, not rustic,” according to Jansen. It incudes six fragrance oils: Tomato Vine (green, earthy), Sun-Kissed Basil (aromatic, solar), Verdant Fig (green, leafy), Pear Dew (juicy, delicate), Salted Driftwood (herbal, mineral, coastal) and Cardamom Flower (spiced, radiant).

Get more information about New Directions here.

Request more information from New Directions Aromatics

Request more information from New Directions Aromatics

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