International Flavors & Fragrances Inc. (NYSE:IFF) (Euronext Paris:IFF),
a leading innovator of sensory experiences that move the world, today
sets a new benchmark for fragrance sustainability with the release of
the first-ever Cradle to Cradle Certified fragrance, PuraVita. The
fragrance, which has notes of green apple, wood, apricot and vanilla, is
a proof of concept for an innovative approach to sustainable fragrance
creation. PuraVita is a model for what can be achieved when perfumers
pair creativity with sustainable design principles.
“Our new PuraVita fragrance is a clear demonstration of how we are
building on our legacy of pioneering firsts, infused with a sustainable
mindset, to inspire new possibilities in R&D and product creation,” said
Andreas Fibig, Chairman and CEO of IFF.
The fragrance was launched from the stage of the Sustainable Cosmetics
Summit in New York City by Kip Cleverley, Head of Global Sustainability
for IFF, along with Ken Alston, President Consulting & Education
Services, McDonough Braungart Design Chemistry (MBDC). To create it, IFF
partnered with William McDonough and his team at MBDC. McDonough is a
leader in the field of sustainable design and the co-author, with
chemist Dr. Michael Braungart, of the seminal text, Cradle to
Cradle®: Remaking the Way We Make Things.
“IFF’s announcement of their new Cradle to Cradle Certified fragrance
marks a very personal and deeply considered moment in the history of
products that touch us and appeal to our senses. It is literally the
moment to celebrate the sweet smell of success,” said William McDonough.
The Cradle to Cradle Certified Product Standard guides designers and
manufacturers through a continual improvement process that looks at a
product through five categories — material health, material
reutilization, renewable energy and carbon management, water
stewardship, and social fairness. A product receives an achievement
level in each category — Basic, Bronze, Silver, Gold, or Platinum — with
the lowest achievement level representing the product’s overall mark.
PuraVita is Cradle to Cradle Certified at the Gold level and IFF has
earned a Platinum level Material Health Certificate for the fragrance.
“PuraVita is a breakthrough in fragrance creation for IFF and for the
industry at-large,” said Nicolas Mirzayantz, Group President,
Fragrances. “With our strategic vision, ambition, and desire to make a
difference, our perfumers and research teams are satisfying the unmet
needs of consumers around the world.”
“With the introduction of its new fragrance, IFF is pioneering a whole
new category of Certified products,” said Lewis Perkins, President of
Cradle to Cradle Products Innovation Institute. “More than a
groundbreaking step for Cradle to Cradle Certified products, the
fragrance demonstrates the innovation that occurs when these principles
and a vision for moving beyond sustainability converge.”
For more information on IFF’s sustainability initiatives, visit http://www.iff.com/sustain.
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International Flavors & Fragrances Inc. (NYSE:IFF) (Euronext Paris: IFF)
is a leading innovator of sensorial experiences that move the world. At
the heart of our company, we are fueled by a sense of discovery,
constantly asking “what if?”. That passion for exploration drives us to
co-create unique products that consumers taste, smell, or feel in fine
fragrances and beauty, detergents and household goods, as well as
beloved foods and beverages. Our 6,700 team members globally take
advantage of leading consumer insights, research and development,
creative expertise, and customer intimacy to develop differentiated
offerings for consumer products. Learn more at www.iff.com,
International Flavors & Fragrances Inc.
VP Global Corporate Communications & Investor Relations