{"id":38027,"date":"2025-11-06T16:11:57","date_gmt":"2025-11-06T21:11:57","guid":{"rendered":"https:\/\/www.iff.com\/?p=38027"},"modified":"2026-05-28T09:46:06","modified_gmt":"2026-05-28T13:46:06","slug":"journey-american-perfumery","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/","title":{"rendered":"The Unique Journey of American Perfumery"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/#Innovation_Influence_and_a_Scented_Legacy\" >Innovation, Influence, and a Scented Legacy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/#The_Evolution_of_American_Perfumery\" >The Evolution of American Perfumery<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/#Ernest_Shiftans_Impact\" >Ernest Shiftan&#8217;s Impact<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/#The_Legacy_of_American_Fragrance_Innovation\" >The Legacy of American Fragrance Innovation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.iff.com\/es\/media\/stories\/journey-american-perfumery\/#The_Future_of_American_Perfumery\" >The Future of American Perfumery<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-innovation-influence-and-a-scented-legacy\"><span class=\"ez-toc-section\" id=\"Innovation_Influence_and_a_Scented_Legacy\"><\/span>Innovation, Influence, and a Scented Legacy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">American perfumery, though younger than its European counterpart, is defined by ingenuity, resilience, and a drive to innovate. From the arrival of pioneering talents like Ernest Shiftan, who \u201cchanged American perfumery\u201d by bringing technical mastery and creative vision from Europe to the democratizing influence of Est\u00e9e Lauder, the U.S. fragrance story is one of transformation and bold reinvention. This spirit has propelled the United States to the forefront of the global fragrance industry, influencing trends, technologies, and <a href=\"https:\/\/www.iff.com\/es\/scent\/consumer-products\/\">consumer expectations<\/a> worldwide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-1024x683.jpg\" alt=\"A shelf full of fragrances created by a legacy of pioneers, showcasing the evolution of American Perfumery.\" class=\"wp-image-38185\" style=\"width:650px\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05678-1-1.jpg 1620w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-evolution-of-american-perfumery\"><span class=\"ez-toc-section\" id=\"The_Evolution_of_American_Perfumery\"><\/span>The Evolution of American Perfumery<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The seeds of American perfumery were sown during the twentieth century. Waves of creative talent crossed the Atlantic, including figures like Ernest Shiftan, whose journey from Vienna to Paris and eventually to the United States signaled a new era in perfumery.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<p class=\"wp-block-paragraph\">Shiftan, a chemist and perfumer who escaped Nazi concentration camps, brought critical French fragrance formulas to America during WWII, enabling American perfumery to flourish when French exports were restricted. His vision demonstrated how science and artistry could intertwine to produce enduring olfactory experiences, like Norell, when original ingredients were scarce. Shiftan\u2019s contributions helped major brands, such as Est\u00e9e Lauder, lay the foundation for a distinctly American approach to perfumery\u2014where adaptation and resourcefulness became custom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"780\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-1024x780.jpg\" alt=\"Ernest Shiftan, a chemist and perfumer who worked at IFF.\" class=\"wp-image-38053\" style=\"width:650px\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-1024x780.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-300x229.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-768x585.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-394x300.jpg 394w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148-200x152.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/img148.jpg 1050w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Ernest Shiftan<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ernest-shiftan-s-impact\"><span class=\"ez-toc-section\" id=\"Ernest_Shiftans_Impact\"><\/span>Ernest Shiftan&#8217;s Impact<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mentored Generations: Shiftan trained and inspired future legends like <a href=\"https:\/\/www.iff.com\/es\/media\/stories\/team\/carlos-benaim\/\">Carlos Benaim<\/a> and Sophia Grojsman, fostering a culture of excellence at IFF<\/li>\n\n\n\n<li>Pioneered American Perfumery: Shiftan helped shape a uniquely American fragrance identity during WWII by adapting French formulas when imports were restricted.<\/li>\n\n\n\n<li>Created <a href=\"https:\/\/www.iff.com\/es\/scent\/fine-fragrances\/#legacycreations\">Notable Fragrances<\/a>: His portfolio includes classics such as R\u00e9villon Detchema, Givenchy Le De, Wind Song (with L\u00e9on Hardy), Revlon Intimate, and Island Promises.<\/li>\n\n\n\n<li>Blended Science and Art: As a chemist and perfumer, he proved that technical expertise and creativity could coexist\u2014especially in creations like Norell and Jean Nat\u00e9.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.iff.com\/es\/careers\/development\/#comelearn\">The IFF Perfumery School<\/a>: Founded in 1968, this global program honors Shiftan\u2019s legacy through a four-year apprenticeship, mentoring future perfumers and advancing the art of scent.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-\"><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">America&#8217;s changing cultural landscape\u2014one defined by accelerating urbanization, the rise of the modern woman, and shifting social norms\u2014created fertile ground for innovation. In this context, the Lauder family, led by the visionary <a href=\"https:\/\/www.elcompanies.com\/en\/who-we-are\/our-heritage\/our-founder\" target=\"_blank\" rel=\"noreferrer noopener\">Est\u00e9e Lauder<\/a>, would transform the industry. Est\u00e9e reimagined perfume not as a luxury reserved for special occasions or gifted by others, but as a daily pleasure to be enjoyed and purchased for oneself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"389\" height=\"409\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Josephine-Catapano-c1970s-edited.jpg\" alt=\"Josephine Catapano, a pioneering American perfumer known for her significant contributions to the fragrance industry. \" class=\"wp-image-38078\" style=\"width:650px\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Josephine-Catapano-c1970s-edited.jpg 389w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Josephine-Catapano-c1970s-edited-285x300.jpg 285w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Josephine-Catapano-c1970s-edited-190x200.jpg 190w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\" \/><figcaption class=\"wp-element-caption\">Josephine Catapano<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Originally introduced as a bath oil, Est\u00e9e\u2019s <a href=\"https:\/\/www.fragrantica.com\/news\/The-Amazing-Story-of-Estee-Lauder-s-Youth-Dew-20855.html\" target=\"_blank\" rel=\"noreferrer noopener\">launch of Youth Dew in 1953<\/a>\u2014a groundbreaking American fragrance crafted by Josephine Catapano\u2014revolutionized both product innovation and marketing in the beauty industry. By positioning Youth Dew as an affordable luxury, Est\u00e9e Lauder broke with the longstanding tradition of perfume being primarily a gift from men.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Building on this transformative shift, Est\u00e9e\u2019s son, the late Leonard Lauder, played a crucial role in guiding the brand into its next era. Under his leadership, Leonard oversaw the expansion of the Est\u00e9e Lauder brand into new markets and categories, ensuring that the company continued to flourish in a rapidly changing world. Together, their vision and adaptability set the stage for American perfumery\u2019s continued influence and success, paving the way for future fragrance innovators. Fragrance became a daily ritual, accessible to all, rather than an occasional indulgence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-legacy-of-american-fragrance-innovation\"><span class=\"ez-toc-section\" id=\"The_Legacy_of_American_Fragrance_Innovation\"><\/span>The Legacy of American Fragrance Innovation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The legacy of American fragrance is deeply woven into the fabric of the industry\u2019s global evolution. Creative collaborations have produced some of the most influential scents in history, inspiring generations, shifting cultural conversations, and becoming part of America\u2019s collective memory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"38065\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-1024x683.jpg\" alt=\"Est\u00e9e Perfume, created in 1968.\" class=\"wp-image-38065\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/DSA05655-2.jpg 1620w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"726\" height=\"1024\" data-id=\"38073\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2137-1-1-726x1024.jpg\" alt=\"Signature fragrance, &quot;Polo&quot; with Ralph Lauren.\" class=\"wp-image-38073\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2137-1-1-726x1024.jpg 726w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2137-1-1-213x300.jpg 213w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2137-1-1-142x200.jpg 142w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2137-1-1.jpg 766w\" sizes=\"auto, (max-width: 726px) 100vw, 726px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"38066\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-1024x683.jpg\" alt=\"Notable fragrance, &quot;Norell&quot;.\" class=\"wp-image-38066\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2138-1.jpg 1620w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to <a href=\"https:\/\/persolaise.com\/2024\/05\/michael-edwards-american-legends-live-interview.html\" target=\"_blank\" rel=\"noreferrer noopener\">Michael Edwards, author of \u201cAmerican Legends: The Evolution of American Fragrances,\u201d<\/a> 21 of the 40 pivotal American perfumes were crafted by IFF. These include legendary launches such as Norell, Youth Dew, Aramis, Aromatics Elixir, Halston, Polo, Antonio\u2019s Flowers, White Diamonds, and Happy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8f761849 wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"720\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/amyrueckl-headshot-edited.jpg\" alt=\"Amy Rueckl, Director of IFF Fine Fragrance Marketing, North America.\" class=\"wp-image-38293\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/amyrueckl-headshot-edited.jpg 540w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/amyrueckl-headshot-edited-225x300.jpg 225w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/amyrueckl-headshot-edited-150x200.jpg 150w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/figure>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cAt IFF, you\u2019re walking in the footsteps of legends who built the effective landscape of perfumery within the US and the world because many of the fragrances, like Polo Green, were crafted here. Customers love the story of these fragrance creations, and the history behind them inspires aspiring perfumers to enter the industry.\u201d<br><br>\u2014 <strong>Amy Rueckl<\/strong>, Director, Fine Fragrance Marketing, North America<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.iff.com\/es\/scent\/fine-fragrances\/\">Innovation<\/a> has been a hallmark of American fragrance development. IFF\u2019s pioneering spirit has led the way through decades of market transformations. Drawing on our expertise and a legacy of molecular creativity\u2014including the invention of numerous molecules that have shaped modern perfumery, such as <a href=\"https:\/\/www.iff.com\/es\/scent\/fine-fragrances\/#FragrantArtistry\">ISO-E Super, Galaxolide, and our renowned Livings<\/a>\u2014 we continue to open up thrilling new possibilities for the future.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2061.jpg\" alt=\"Various molecules that have shaped modern perfumery, including &quot;ISO-E Super&quot;.\" class=\"wp-image-38063\" style=\"width:650px\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2061.jpg 700w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2061-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2061-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Y2A2061-200x133.jpg 200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-future-of-american-perfumery\"><span class=\"ez-toc-section\" id=\"The_Future_of_American_Perfumery\"><\/span>The Future of American Perfumery<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With growing awareness about environmental impact and sustainability, American perfumery is embracing new methods and materials. Today\u2019s consumers seek more than just pleasant scents\u2014they desire authenticity. Eco-friendly packaging, <a href=\"https:\/\/youtu.be\/I1o6YAfbAss?si=AQpwXDb_yiz8kz1j\" target=\"_blank\" rel=\"noreferrer noopener\">ethically sourced ingredients<\/a>, and transparent supply chains are becoming industry norms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The diversity of the U.S. market presents both challenges and opportunities. As American perfumery continues to evolve, it stands at the forefront of a rapidly expanding, increasingly global market. <a href=\"https:\/\/freeyourself.com\/blogs\/news\/perfume-industry-statistics-usa\" target=\"_blank\" rel=\"noreferrer noopener\">Statista projects<\/a> that the U.S. perfume market is expected to grow at a compounded annual growth rate (CAGR) of 8% through 2033, reaching $18.6 billion\u2014underscoring America\u2019s immense influence on the world\u2019s olfactory landscape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.iff.com\/es\/insights\/panoptic-trend-foresight\/\">Emerging trends<\/a> point to a continued blending of artistry and science. Advanced data analytics and <a href=\"https:\/\/www.iff.com\/es\/grain-processing\/predictive-modeling-tools\/\"  data-wpil-monitor-id=\"26\">predictive modelling<\/a> are increasingly utilized to anticipate consumer preferences and craft fragrances with personal and cultural relevance. Numerous brands allocate resources towards research aimed at developing biodegradable materials, minimizing waste, and promoting equitable conditions for growers and harvesters globally. Additionally, the continuing evolution of <a href=\"https:\/\/www.iff.com\/es\/health-sciences\/resources\/social-media-health-supplement-shoppers-and-the-power-of-trust\/\"  data-wpil-monitor-id=\"124\">social media and digital platforms<\/a> is projected to enhance transparency, foster community engagement, and deliver tailored consumer experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"680\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-1024x680.jpg\" alt=\"Michael Edwards, Author of &quot;American Legends: The Evolution of American Fragrances&quot;.\" class=\"wp-image-38062\" style=\"width:650px\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-1024x680.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-300x199.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-768x510.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-400x266.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/10\/Michael-Edwards-American-Legends-1.jpg-1.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cToday, if you want to succeed, you can\u2019t just be French and you can\u2019t just be American. You have to be universal.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2014 <strong>Michael Edwards<\/strong>, Author, <em>American Legends <\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those who dare to imagine, experiment, and reimagine will shape the future, ensuring that the art of fragrance remains as dynamic, diverse, and inspiring as the nation itself.<\/p>","protected":false},"excerpt":{"rendered":"<p>Innovation, Influence, and a Scented Legacy American perfumery, though younger than its European counterpart, is defined by ingenuity, resilience, and a drive to innovate. 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