07/19/2024 | Press release | Distributed by Public on 07/19/2024 02:08
SINGAPORE (JULY 18, 2024):Interpublic Group (NYSE: IPG) agency Golin today unveils DiverSCENTS, a unique set of aromas dedicated to DEI (Diversity, Equity, and Inclusion). As part of its ongoing DEI-centric initiatives, DiverSCENTS represents the diversity of Golin's Asian markets.
Launching in time for July 21st to celebrate Racial Harmony Day in Singapore, the collection will feature five fragrances honouring Singapore, Shanghai, Taipei, Hong Kong, and Beijing. Designed by Golin's multi-award-winning Creative Intelligence Unit and DEI Councils, fragrance was the chosen medium for its unique ability to evoke memories, emotions, and importantly, cultural connections. Just as our senses unite us, the DiverSCENTS symbolize harmony and shared experiences, celebrating multicultural collaboration among communities.
The collection includes:
The collection 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 personalization workshop DiversiKEYS, honouring cognitive diversity in ways of working. Alongside people and culture programs, Golin's purpose-driven work includes AIDS Avatar, which scaled SABRE Top 40 and Top 10 global campaigns, and PR Week Global Awards 2024 for Best Campaign Asia Pacific.
"Diversity, equity and inclusion are integral to our lived experiences in Asia and create our unique sense of belonging", says Shouvik Prasanna Mukherjee, Chief Creative Officer, APAC. "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, Golin Singapore and APAC DEI Council Co-Lead, says, "Integrating cultural celebration into our DEI strategy catalyses important conversations about the communities in which we live - ultimately fostering inclusive connection and growth".