I had the pleasure of attending the World Perfumery Congress (WPC) 2024 in Geneva, Switzerland, from June 24-27. Held at the Palexpo Convention Centre, this year’s event brought together over 1,000 of the most esteemed leaders and innovators in the fragrance industry under the theme, “The Future of Scent: Innovation and Responsibility.” As the National Sales Manager for JH Lever, I was eager to explore the emerging trends, the new technologies and the future of fragrances.

WPC 2024 truly lived up to its reputation as a premier event for networking, learning, and gaining industry insights.

The sessions were exceptionally inspiring, particularly those focused on how AI is revolutionising fragrance creation by predicting trends and enabling perfumers to craft highly personalised and innovative scents. Another major theme was the emotional power of fragrance, with expert discussions on how neuroscience and psychology are deepening consumer connections. A significant trend to watch is the increasing link between fragrance and well-being, with scents designed to enhance social interactions, evoke cherished memories, and strengthen our connection with nature.

A highlight of my WPC 2024 was spending time with Michael Edwards, For those who don’t know is a legend in the fragrance world and creator of the Fragrance Wheel. Despite his renowned status, he generously shared his time and sat with me and shared his insights into the industry.

Final Thoughts

WPC 2024 was a truly eye-opening experience, showcasing how the fragrance industry is advancing with new ideas and responsible practices. At JH Lever, we’re excited to incorporate these trends into our products, staying at the forefront of innovation while keeping creativity at our core. By continually bringing back cutting-edge knowledge and insights from around the world, we aim to create fragrances that truly connect with people globally.

– Author: Lisa Pratt, National Sales Manager