Unilever is investing €100m to scale up its fragrance design and creation capabilities in-house.

The British consumer goods company said the move will give it greater control of the design and refinement of its fragrances, providing the business with the “agility to identify and respond to fragrance trends”.

Unilever’s fragrance house will be powered by the latest digital product development and AI technologies, with neuroscience techniques used to understand how fragrance impacts mood and measurably improves emotional wellbeing.

It is recruiting expert perfumers from the UK, US and India to work across its global portfolio of brands.

— Read more in Unilever invests €100 million to build ‘world-class’ fragrance house at Cosmetics Business.