Golin concocts localised perfume scents to celebrate diversity in Asia

PR and communications agency Golin Singapore has unveiled a unique fragrance set as part of its ongoing diversity, equity and inclusion (DEI) initiative.

The set, titled "DiverSCENTS" represents the diversity of Golin's Asian markets, namely Singapore, Shanghai, Taipei, Hong Kong and Beijing. This year, fragrances were chosen for its unique ability to evoke memories, emotions and cultural connections, it said. 

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“Diversity, equity and inclusion are integral to our lived experiences in Asia and create our unique sense of belonging”, said Shouvik Prasanna Mukherjee, chief creative officer, APAC in a statement.

“Our sense of smell subconsciously influences our emotions, thoughts and even behaviour. Every spray of DiverSCENTS is meant to be a reminder to appreciate and celebrate the diverse fragrances that signify our multi-faceted communities," he added. 

Launching in time for 21 July to celebrate Racial Harmony Day in Singapore, the collection features five fragrances honouring each market and is aimed at symbolising harmony and shared experiences, as well as a celebration of multicultural collaboration among communities. 

The collection includes: 

• Singapore: 065 Tropical Fusion: A vibrant blend of Singapore's national flower, the orchid, with tropical notes of coconut and the exotic scent of ylang-ylang, grounded by the warm undertones of sandalwood. 

• Shanghai: 8621 Jade Garden:  A sophisticated mix of white lotus and jasmine, reminiscent of Shanghai's elegant gardens, complemented by the fresh, clean notes of green tea and the sensual depth of plum blossom. 

• Taipei: 886 Mountain Breeze: Fresh and invigorating, this scent captures the essence of Taipei's mountainous landscapes and tea culture with crisp hinoki rounded out by the calming presence of oolong tea and cedarwood.

• Hong Kong: 852 Harbour Mist: Inspired by Hong Kong's iconic Victoria Harbour, this scent features the crispness of sea salt and bergamot, softened by delicate peony and the warm, alluring notes of amber.

• Beijing: 8610 Forbidden Blossom: A bold, floral and sophisticated fragrance that blends the spice of ginger with the sophisticated floral notes of lily and rose, and the earthy richness of patchouli.

“Integrating cultural celebration into our DEI strategy catalyses important conversations about the communities in which we live – ultimately fostering inclusive connection and growth," said Rafidah Rashid, group managing director, Golin Singapore and APAC DEI Council co-lead. 

Prior to "DiverSCENTS", Golin unveiled "InclusiviTEA" in 2022, a bespoke collection of tea blends inspired and created by its employees across Asia. Each of the artisanal crafted blends represents six of Golin’s locales across Asia - Beijing, Shanghai, Hong Kong, Jakarta, Singapore and Taipei.

Launching in line with Singapore’s Racial Harmony Day at the time, the progressive range offered tea sippers the chance to reflect on the power of diversity, equity, and inclusion across the region.

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