“We are creating an agile, empowered and innovative business that provides exceptional service and delivers on our commitment to be an essential partner for our customers,” says Andreas Fibig, IFF Chairman and CEO, commenting on the meaning behind the messaging of the new IFF brand identity in a recent media release.
“Today,” he says, “we start a transformative journey together to become a center of innovation for our customers.”
“Our leadership team believes passionately in the importance and benefit of being a purpose-driven enterprise. We will lead not simply by relying on an unmatched portfolio and flawless execution, but by quickly unlocking new innovations as we tap into our shared passion for pairing science and creativity to deliver for our customers,” Fibig tells the press.
And, he submits that, “critical to our success is our ability to foster an execution culture and embed values that support our promises to our people, customers, consumers and our communities. To that end, we have updated our cultural principles to ensure we have the foundation in place to empower our people to deliver on our commitments.”
The 4 business divisions at IFF
The flavors and fragrances maker now operates four distinct business divisions: Nourish, focused on food, beverage, and taste; Scent, for fine fragrance, personal care, home care, etc.; Health & Biosciences working on all things microbiome for industrial, agricultural, and consumer products; and Pharma Solutions for the pharmaceutical and dietary supplements industries.
As this week’s media release about the rebrand describes it, the Scent division of the new IFF business “creates and pioneers unique fragrances, scent solutions and cosmetic actives across key consumer goods industries such as fine perfumery, personal, fabric and home care.”
“Key enablers to these pioneering scents are unique fragrance ingredients and naturals which bring breakthrough olfactive innovation and augmented perfumery benefits. Scent leads fragrance artistry, scientific discovery and therapeutic breakthroughs that change the word for better by awakening human nature.”
The words guiding IFF into the future
The company has outlined a new tagline, purpose, and vision as well as commitments and company culture principles.
“Where science and creativity meet” is the new IFF tagline; while the new IFF purpose is “applying science and creativity for a better world.” And, the company’s new vision statement is: “Be the partner for essential solutions, reflects its vital leadership role in the global value chain for consumer goods and commercial products, and deep commitment to be guided by a customer-centric approach in everything we do.” To get a fuller conceptual sense of the IFF rebrand watch this video.
