Building on Nomad Two World's creative collaborations with marginalized and indigenous communities, Firmenich and Nomad Two Worlds will partner to develop and launch 10 fragrances featuring agricultural ingredients from marginalized and indigenous communities in Haiti, Australia, Brazil and the USA. Each community collaboration will result in two fragrances and showcase one locally sourced ingredient. In total, the partnership will work with five communities. Nomad and Firmenich are already working with communities in Australia, Haiti and Brazil and will begin working with communities in the USA and an additional community in Haiti shortly.
The raw materials (essential oils and absolutes) for the fragrances will be sustainably sourced from these communities. Ingredients will be selected through a dialogue between community leaders, Nomad Two Worlds and Firmenich based on availability, olfactory properties and market demand. Firmenich and Nomad Two Worlds have identified the following possible essential oil ingredients - Sandlewood (Australia), Boronia (Australia), Tonka Bean (Brazil), Copiaba Oil (Brazil), Vetiver (Haiti), Lime (Haiti), Wild Rice (USA), and Sweet Grass (USA).
The partnership will utilize Russell James' (Nomad Two Worlds) artistic collaborations with indigenous communities as the inspiration for Master Perfumer Harry Fremont (Firmenich) to create fragrances that showcase select ingredients from the communities. The fragrance will be produced by Firmenich and launched in the market through Nomad Two World's 'raw spirit' brand - a luxury fragrance product that has received significant industry interest and critical acclaim. The brand concept links artistic collaboration and traceability of ingredients to the narrative of source communities to stimulate market demand. As result, the brand directly links indigenous and marginalized communities to high value international markets.
Through connecting communities, narratives and products to global markets, the fragrances will showcase ingredients that highlight cultural heritage of the communities and create economic opportunity through creating demand for locally produced agricultural ingredients.
Launch 4 fragrances from indigenous and marginalized communities in Haiti & Australia.
Quarter 1 and Quarter 2, 2014:
Collaborate with new communities in Brazil to create artwork and identify suitable ingredients.
Launch Artwork and 2 fragrances by July 2014.
Quarter 3 and Quarter 4, 2014:
Collaborate with Native American communities in the USA to create artwork and identify suitable ingredients.
Launch Artwork and 2 fragrances by Dec 2014.
Quarter 1 and Quarter 2, 2015:
Identify additional communities and ingredients (working with local partners in Haiti) to launch 2 fragrances that highlight additional ingredients from Haiti. Launch 2 fragrances by September 2015.
A key barrier to economic development in indigenous and marginalized communities is limited access to high value international markets. These international markets demand specialized consumer focused goods like essential oils and art/artisan products. Recent research such as 'Rethinking Consumption: Consumers and the Future of Sustainability' conducted by BBMG, GlobeScan and SustainAbility illustrates that consumers both expect, and value, the experience, narrative and connection that their purchases enable with local and global communities. However, complex global value chains can limit the connection between consumer and producer communities, constraining collaboration, cultural understanding and value creation. Globalization can also erode cultural, social and historical value as communities on the periphery of the globalized economy become increasingly marginalized. According to the UN Department of Social and Economic Affairs (2009), while indigenous communities constitute approximately 5 per cent of the world's population, they make up 15% of the world's poor and one-third of the world's 900 million extreme rural poor.
Creating and collaborating with indigenous and marginalized communities through the medium of photography and fragrance is a way to directly link these communities, and their narrative, to global markets. When these locally transformed goods are linked to international markets, significant value is retained by local communities as the traceability of the product (from the community) becomes part of the consumer value proposition - creating economic opportunity for indigenous and marginalized communities.