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Fragrance: The Invisible Art

Fragrance: The Invisible Art
by james.runkle@drummondst.com

Sponsored by:

Course Title:

Fragrance: The Invisible Art

May 7, 2019 (10:00am – 4:00pm)

Javits – Level 1 Meeting Rooms

Christopher Diienno – Chairman – American Society of Perfumers

David O’Halloran – Vice President Fragrance and Cosmetic Technology – Arcade Beauty

Track Overview

The development is very much a story of passionate people creating an art we all love to experience.  The full understanding of the composition is not seen as it is often an invisible art, only understood by the developers.

This seminar will take the attendee through the journey of the fragrance development process and speak to the art used to create the success we do not often understand.

Starting with the primary customer / marketing group who create the concept for a fashion designer, celebrity or life style, each concept must be translated into a fragrance that delivers on the target and meets the expectation of the consumer.  This journey can begin with a photograph, a known scent or a visual of the elements desired to be incorporated.

The perfumer then must translate this into the fragrance using their knowledge of combining various fragrance materials (of which they have up to several thousand to choose from) to develop a target scent.  This also requires working with the trained evaluators, also known as the noses who will perfect the juice with the perfumer.

A marketing story is then created utilizing accords or material uniqueness to develop the olfactive triangle and speak about the overall appeal of the composition.  The marketers will often sell a concept to the client at the beginning drawing from the inspiration of the client’s portfolio of brands and positioning to bring forth a new concept, which is then fine-tuned by the client.

Once the fragrance is sold more magic happens in the lab where stabilizing coloring and packaging the concept will occur.

The final result – a masterpiece of Art, which may play as a back drop to the product or be the centerpiece of the sale.

Refreshment Break & Lunch included in Registration Fee.


10:00AM – 10:15AM

Christopher Diienno
Chairman, American Society of Perfumers
David O’Halloran
Vice President Fragrance and Cosmetic Technology, Arcade

10:15AM – 10:45AM
The Customers

Shana Finkelstein and Ana Nouel
Brand Product Management Fragrance Development, Maesa

10:45AM – 11:15AM

Fragrance Developer Brand Building

Pamela Vaile
Founder, Pam Vaile Associates

11:15AM – 11:30AM

Q & A

11:30AM – 12:00PM
The Perfumer

Kari Arienti
Founder/Perfumer, Aroma Knowledge

12:00PM – 12:45PM

Lunch on the Expo Floor!

Vouchers will be provided!

1:00PM – 1:30PM
The Perfumer

Vincent Kuczinski
Vice President Senior Perfumer, MANE Fragrance

1:30PM – 2:00PM
The Marketeer

Jeanine Guerriero
Director of Marketing, Givaudan

2:00PM – 2:30PM
The Technician

David O’Halloran
Vice President Fragrance and Cosmetic Technology, Arcade Beauty

Q & A

Presenter Details

With over 10 years of experience in product development and marketing, Shana Finkelstein is a passionate fragrance and brand developer. Since completing the Cosmetics & Fragrance Marketing program at FIT, she has worked for industry leaders such as Bath & Body Works and niche fragrance brand Clean, managing a variety of successful product launches for both specialty and prestige. Currently at Maesa, she manages the global fragrance category for specialty fashion, celebrity, and home fragrance brands.

After years of refining her technical experience in fragrance house labs, Ana Nouel transitioned to the brand side focusing on marketing and product development. With her love of the olfactive universe and the power of scent, she works with brands to create unique stories, fragrances, designs, packaging for the specialty market.

As the 60th President of the American Society of Perfumers, Christopher’s passion runs deep for the expression of beautiful fragrance. Diienno is currently working as a Senior Perfumer and Consultant with top tier fragrance companies after curating his Perfumery career working with some of the most renowned and accomplished perfume houses, perfumers and clients in the industry.

He is a native of Southern California and later moved and grew up in the New York / New Jersey metropolitan area. After graduating from Rutgers College, he began his studies in fragrance at Roure with a passion for the art and an emphasis on science of perfumery. His deep love of aesthetics is what drives his creative spirit and inspires his approach to make great scents.

Early in his career he concentrated on research and developed many ground breaking insights into the mystery of fragrance. He expanded his talents into creative perfumery striving to bring a simple elegance to his work. His tenure at Givaudan-Roure, Quest, Givaudan and drom has given him great opportunity to do what he loves and has given him much pride in his creative works.

Additionally, he has spoken on creativity and the inspiration of perfumery in our lives at multiple venues. Currently, moving on to his own venture with MOCA Fragrances he continues to foster a resurgence of perfumer creativity in our industry. He is always seeking new inspiration and fragrance directions. Through his great working knowledge of fragrance creation, its development, construction and the experiential aspects associated with it, he hopes to foster a greater general awareness of fragrance and reveal the importance of our industry in society.

Currently Chairman of the American Society of Perfumers serving on the Board of Directors since 2009. Also, currently Vice President of the Society of International Perfumers (SIPC) and founding member. Chris has strived to make the contributions of Perfumers more apparent and available to the general public to inspire the creative spirit in all of us!

David O’Halloran is Vice President Fragrance and Cosmetic Technologies at Arcade Beauty.  Since graduating Rutgers University in 1978, David has worked in the cosmetic and fragrance industry for 39 years.  He has worked for Pfizer Consumer Products, Mennen, Revlon, P&G, Crabtree and Evelyn, Bristol Myers, Sensient, and Givaudan Fragrances.

David has created and collaborated on the development of many successful fragrance brand formulations, while working in the finished goods side of the business. While at Givaudan, David has been responsible for stabilizing, and improving fragrance delivery for hundreds of fragrances used today.  David has been a guest Lecturer for the FDU Fragrance Chemistry Masters Class, and Rutgers University Cosmetic Class. David has also lectured on fragrance applications and Skin Care at several SCC events. He has been granted 4 different US patents for Skin Care, Fragrance and Cosmetics.

Kari Arienti founded AromaKnowledge in 2018 to share her knowledge, creativity and passion for fragrance. Kari started her career as an analytical chemist for Roure Bertrand Dupont (which became Givaudan) shortly after graduation from Lehigh University with a BS in Chemistry. At night, she earned a MA in Cosmetic Science from Fairleigh Dickinson University, after which she worked a second job as a Fragrance Consultant at Nordstrom.

Kari attended the Roure (now Givaudan) perfumery school in Grasse, France. At Givaudan-Roure, she focused on the specialty retail category, which became her passion. After graduation and armed with an arsenal of educations she spent almost a year working as an evaluator before returning to perfumery. Kari apprenticed in fine fragrance, personal care, laundry and air care.  She returned to school at night, earning an APC (Advanced Professional Certificate) in Marketing from New York University, which gave a greater understanding of consumer needs and behaviors.

Kari joined Fragrance Resources (now IFF) as Vice President, Senior Perfumer, a position she has held at Kerry/Manheimer and Symrise. She has proven herself to be a forward-thinking creative artist with success in specialty retail, fine fragrance, beauty care and air care categories, and has worked with flavorists to develop new approaches to scent creation.

Pamela Vaile’s distinguished career spans over 2 decades. She is an accomplished executive and leading authority in fine fragrance and all beauty categories specializing in product innovation, strategic marketing and brand creation.
Pamela has worked creatively with major cosmetic companies on a global scale. She has held senior level corporate positions at L’Oreal, Avon, Bath and Body Works, Revlon, Estee Lauder and Smashbox Cosmetics.
In 1994, she founded Pamela Vaile LLC. In her consulting firm, she offers a unique talent in fine fragrance development, brand development and brand expansion.

Pamela has strong relationships with all of the leading perfumers and fine fragrance houses, working with them on U.S. and global fragrance projects. Additionally she has strong relationships with the buyers of prestige and specialty retailers: Bergdorf Goodman, Barneys, Neiman Marcus, Nordstrom as well as the television beauty channels (QVC, HSN, Evine) and website distribution partners such as Net a Porter.

Pamela has been a member and strong supporter of The Fragrance Foundation for the past 20 years, offering her time, high energy and great love for the fragrance category to industry think tanks, trend forums, and educational seminars.

Vincent Kuczinski: I took my first steps in the fragrance industry at the age of 20 working as a lab technician at a fragrance company; a job that I loved and would expose me to what I was destined to become!  I became fascinated by the magic of perfumery!  Perfumery is an incredible balance of art and chemistry.  It is a journey that never ends; it is always changing; always moving; always developing; and always looking for creativity!

My Inspiration and Universe:  I look to nature, music, science, food and people for creative inspiration. But the best motivation comes from within.  Nature in all its glory; from all its beauty to all of its fury!  There is nothing more inspiring than nature!  Music also inspires of many varieties from Mozart, Beethoven and Bach to Pearl Jam and the Beatles.  All colors, particularly bright pastels.

I like to explore in the kitchen; to experiment with different textures and flavors. I love my family; my wife; my children.  They all keep me grounded!  I love sports, especially baseball.  My favorite flower is the orchid, not only for its beauty, but because each orchid is very unique.

Winner of 5 Fragrance Foundation “FIFI” awards

With an incredibly curious spirit, Jenine Guerriero has always had a deep rooted love of discovery and storytelling. “As a child, I was constantly reading. Magic happened as I got lost in the world of my books. I was learning and dreaming with every turn of the pages.”

Jenine Guerriero is the Marketing Director of Fine Fragrances at Givaudan, the industry leader in fragrances and flavors. She is known as an innovative leader who successfully analyzes consumer patterns and forecast preferences. She takes pride in building teams that push creative boundaries. Over her 25-year career with Givaudan, Jenine has demonstrated a talent for translating client strategies into scents that consumers desire. A classically trained chef with creative flair, she finds inspiration in the aromas of her culinary creations.

Jenine was the recipient of the 2015 CEW (Cosmetic Executive Women) Beauty’s Top Talent Award for leaders who are making their mark on the beauty industry. She is a mentor for the CEW and an active fundraiser for the Lupus Foundation. When not in the kitchen experimenting with new recipes, Jenine can be found at the bookstore or behind her camera lens.