Focusing on the question ‘why?’ Armand will discuss in his closing keynote how new cultural values around the world are redefining the purpose of our métier and the solutions we provide for the long-term. In a world increasingly under societal and environmental pressures, crafting perfumery and ingredients with a lasting positive impact for the consumer, the planet and our global communities is critical. Within the context of evolving socio-economic trends and shifting consumer behaviors, this talk will focus on the future role of fragrance, both globally and individually.