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:

• Singapore: 065 Tropical Fusion. A vibrant blend of Singapore’s national flower, the orchid, with tropicalnotes of coconut and the exotic scent of ylang-ylang, grounded by the warm undertones of sandalwood.
• Shanghai: 8621 Jade Garden. A sophisticated mix of white lotus and jasmine, reminiscent of Shanghai’s elegant gardens, complemented by the fresh, clean notes of green tea and the sensual depth of plum blossom.
• Taipei: 886 Mountain Breeze. Fresh and invigorating, this scent captures the essence of Taipei’s mountainous landscapes and tea culture with crisp hinoki rounded out by the calming presence of oolong tea and cedarwood.
• Hong Kong: 852 Harbour Mist.Inspired by Hong Kong’s iconic Victoria Harbour, this scent features the crispness of sea salt and bergamot, softened by delicate peony and the warm, alluring notes of amber.
• Beijing: 8610 Forbidden Blossom. A bold, floral and sophisticated fragrance that blends the spice of ginger with the sophisticated floral notes of lily and rose, and the earthy richness of patchouli.

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”.