Singapore – Interpublic Group agency Golin has launched DiverSCENTS, a unique fragrance collection celebrating Diversity, Equity, and Inclusion (DEI) that captures the rich diversity of Golin’s Asian markets.
Created by Golin’s acclaimed Creative Intelligence Unit and DEI Councils, the DiverSCENTS collection is set to debut on July 21st in celebration of Singapore’s Racial Harmony Day. The line features fragrances honouring the cultural essence of Singapore, Shanghai, Taipei, Hong Kong, and Beijing.
The collection’s five unique fragrances include: Singapore’s 065 Tropical Fusion, a vibrant blend of orchid, coconut, ylang-ylang, and sandalwood; Shanghai’s 8621 Jade Garden, a mix of white lotus, jasmine, green tea, and plum blossom; Taipei’s 886 Mountain Breeze, capturing the essence of hinoki, oolong tea, and cedarwood; Hong Kong’s 852 Harbour Mist, featuring sea salt, bergamot, peony, and amber; and Beijing’s 8610 Forbidden Blossom, blending ginger, lily, rose, and patchouli.
Fragrance was chosen for its unique ability to evoke memories, emotions, and cultural connections. Just as the senses unite people, DiverSCENTS symbolises harmony and shared experiences, celebrating multicultural collaboration within communities.
DiverSCENTS is the latest of Golin’s DEI-led initiatives in Asia, including the artisanal crafted blends of InclusiviTEA, multicultural employee-authored cookbook RACEipe for Change, and keyboard personalisation workshop DiversiKEYS, honouring cognitive diversity in ways of working.
Shouvik Prasanna Mukherjee, chief creative officer for APAC at Golin, said, “Diversity, equity, and inclusion are integral to our lived experiences in Asia and create our unique sense of belonging. 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.”.
Rafidah Rashid, group managing director of Golin Singapore and APAC DEI Council co-lead, added, “Integrating cultural celebration into our DEI strategy catalyses important conversations about the communities in which we live, ultimately fostering inclusive connection and growth.”.
