It is a technology that links sensorial elements of sight and smells for the fragrance segment in an innovative application, and Amkiri, an Israel-based startup, launched it this year in March.
The patented technology is designed to give consumers “the complete freedom of multisensory self-expression”, the company has said.
IFF says that as a next step in its legacy of ‘pioneering firsts’, it believes that this venture will strengthen its ties with and access to the innovation community, bringing in fresh insight that can be leveraged across the business.
“This is a significant innovation in the fragrance category, merging strong and deeply personal visuals with the resonance and emotion of fragrance,” said IFF Chairman and CEO Andreas Fibig.
“The Visual Fragrance technology creates a new platform from which IFF can showcase our capabilities, including naturals, molecules, and cosmetic actives.
“The potential for innovative applications are nearly endless and our teams are truly inspired by the possibilities.”
How does the Visual Fragrance work?
The Visual Fragrance is applied to the skin using specially designed applicators, allowing the user to create individual multisensory body art.
The formula is long-wearing, and can work with any fragrance or colour.
“Some of the most disruptive innovations come from the start-up community -- this is as true in beauty care as it is in technology,” said Nicolas Mirzayantz, IFF Group President, Fragrances.
“This extremely emotionally engaging technology brings a very timely category innovation to the market place.”
Startup innovation: disrupting fragrance segment?
With indie beauty players having been leading innovation across the industry for the past few years, it looks like fragrance is now following suit.
“Some of the most disruptive innovations come from the start-up community - this is as true in beauty care as it is in technology,” said Nicolas Mirzayantz, IFF Group President, Fragrances.
“This extremely emotionally engaging technology brings a very timely category innovation to the market place.”
Amkiri Chairman David Chissick said: “This partnership with IFF signals Amkiri’s commitment to product excellence and establishing Visual Fragrance as a part of consumers’ daily beauty regimen.
“The company will continue to develop more ground-breaking technologies that will continue to serve and disrupt the beauty industry.”