The fragrance house opened its first Creative Centre in Jakarta this November, following the establishment of Eurofragance Indonesia in 2023 and joining the global network of Creative Centres in Barcelona, Dubai, Mexico, India, and Singapore.
This new facility would bring the company’s creative and technical expertise closer to customers in Indonesia and the broader region, strengthening its ability to deliver locally inspired fragrance solutions.
“SEA consumers are increasingly aware of the sophisticated olfactive spectrum typically found in niche and designer fragrances. In Indonesia specifically, while the core olfactive expectations remain consistent, consumers have become more receptive to gourmand and edible notes such as praline, chocolate and vanilla.
“However, they prefer these elements to be present as subtle facets rather than the full-on gourmand intensity commonly seen in markets like the US or Europe. As a result, the profiles that perform well in Indonesia continue to be floral-aldehydic-fruity creations with a gentle touch of gourmand, while freshness and cleanliness remain essential pillars,” Balwinder Rolley, APAC General Manager at Eurofragance, told CosmeticsDesign-Asia.
At the same time, Eurofragance’s customers are requesting gourmand-style fragrances without colouration, which presents a challenge, as even trace components of gourmand or red-fruit notes can naturally cause colour shifts.
This has pushed the team to explore alternative olfactive families, such as woody, powdery, musky or violet-fruity combinations, to achieve the desired sensorial effect without introducing colour.
“Despite these evolving scent preferences, one expectation has remained unchanged — fragrances must continue to deliver strong impact and lasting performance.”
Another key trend observed by Rolley is that the market is becoming “increasingly impulsive”, shaped largely by Gen Z and late Millennials who are the most active users of fragranced products.
“Their influence is driving several clear shifts in how fragrances are chosen and experienced. Many are moving toward unisex and genderless perfumes, prioritising scents that express their personality rather than conforming to traditional categories.
“This desire for individuality is also fuelling interest in niche and artisanal fragrances, with consumers seeking distinctive, boutique or locally crafted creations that feel more personal than mass market offerings.”
At the olfactive level, fresh, herbal, woody and modern oud notes are gaining prominence, offering light, versatile options for daily use while still delivering a sense of luxury well suited to the tropical climate.
Alongside these trends, scent layering and personalisation are becoming mainstream, as consumers increasingly blend formats such as body mists, perfumes, and lotions to create a scent profile that is uniquely their own.
Boosting regional presence and innovation capabilities
Located in South Jakarta’s Arkadia Green Park, the new Creative Centre is a EUR1m investment (approximately USD1.17m) that will serve as a regional hub for co-creation, formulation and testing across fine fragrance, personal care, and home care categories.
The 770m2 facility combines creative, technical, and application expertise — including the integration of Eurofragance’s proprietary technologies such as EuroCaps for long-lasting scent delivery and EuroPure for odour neutralisation — under one roof.
This is aimed at enabling closer collaboration and greater responsiveness to the region’s evolving consumer preferences.
Based on data cited by Eurofragance, SEA’s fragrance sector is forecasted to expand at a CAGR of over 3% till 2030.
“The Jakarta Creative Centre marks a significant milestone in strengthening our footprint in SEA. Indonesia is one of the most dynamic and fast-growing fragrance markets in the region, and establishing a creative hub here allows us to be much closer to our customers and to truly understand what shapes local consumer preferences.
“For us, SEA remains a major growth engine, with countries like Indonesia, Vietnam and Thailand showing strong momentum. This new Centre adds another layer to our regional network and reinforces our long-term commitment to investing in the right infrastructure, right people, and right capabilities,” said Rolley.
She also emphasised the importance of local capabilities, as fragrance creation is not something that can be done remotely — it is rooted in culture, daily habits, and consumers’ lifestyle pace.
“Each market in SEA has its own olfactive preferences and product expectations, so having evaluators, applications experts, and creative teams on the ground is key. It means we can develop fragrances that truly resonate with consumers while meeting the technical and regulatory requirements that vary from market to market.
“It also makes us faster. This region is extremely competitive and customers need quick turnaround. Having our team of experts in Jakarta helps us deliver fragrances that are not only high quality, but also culturally relevant, consumer-driven, and aligned with the speed and innovation that define SEA.”
Beyond scent creation, the Centre will serve as a training and talent hub, supporting recruitment and skills-building in Indonesia’s fragrance industry.
