When a fragrance becomes identity: creativity and IP in the beauty industry – our Serena Tavolaro in conversation with perfumer Simone Lo Bue

As the Milan Beauty Week, which has just come to an end, brings together research, innovation, creativity and entrepreneurship, fragrance offers a particularly interesting perspective on the relationship between tangible and intangible value.

A perfume can be associated with trademarks, designs, packaging, advertising and know-how, yet its most distinctive element - the fragrance itself - continues to raise complex questions from an Intellectual Property perspective.

In this interview, Serena Tavolaro speaks with Simone Lo Bue, perfumer and fragrance creative, about the creative process behind a fragrance, the role of the “nose”, brand identity and the challenges of protecting olfactory creativity through Intellectual Property.

Click here to read the full interview, published on our IP Observatory.