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IFF Releases Cradle-To-Cradle Fragrance

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By: Jamie Matusow

Editor-in-Chief

International Flavors & Fragrances Inc. has claimed a new benchmark for fragrance sustainability with the release of what it calls “the first-ever Cradle to Cradle Certified fragrance,” PuraVita. The fragrance, which has notes of green apple, wood, apricot and vanilla, is described as a proof of concept for an innovative approach to sustainable fragrance creation.

To develop the fragrance, IFF partnered with William McDonough, co-author of Cradle to Cradle: Remaking the Way We Make Things.

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