At Helen Crawshaw Search, we believe that strong, long-standing relationships are at the heart of progress within the fragrance industry.
These connections allow for the sharing of knowledge, new perspectives, and the cross-collaboration that keeps our industry both innovative and resilient.
Helen Crawshaw met with Cassandra Browning, consultant and founder of Fragrances for Good, to exchange insights on the evolving fragrance landscape. With a background in fragrance development on both sides of the fence, having worked at industry powerhouses like Mane, IFF, L’Oreal and Method/SCJ, Cassie has established herself as a trusted advisor for brands seeking both creative direction and purpose-driven strategy.
Our discussion highlighted a number of themes shaping today’s business environment, including the increasing role of AI, digital platforms, and emerging technologies. Importantly, it also underlined the value of having trusted peers within the industry – contacts who can serve as sounding boards for both challenges and opportunities.
“Having industry colleagues who can share honest perspectives and ideas is invaluable,” says Helen Crawshaw. “It’s these conversations that help us grow individually, and strengthen the industry as a whole.”
The meeting was also a celebration of long-term professional friendship. We both work as consultants in different aspects of the fragrance sector, yet continue to find inspiration and fresh thinking through open dialogue and collaboration.
As the industry navigates change, relationships like these demonstrate the importance of community, knowledge sharing, and the power of collaboration. Also a reminder that sometimes the best insights happen whilst having a good laugh and a cocktail!
