Moving Fragrance Forward with Achim Daub

Embracing the ‘Why Not’ Mentality

To disrupt, to invent, and to create something truly new—that’s what disruptive innovation is all about. It’s about having the guts to try, to embrace a ‘Why Not’ mindset, and to lead, even when others say it won’t work.

Looking back on my 20+ years in the global fragrance industry, I’ve repeatedly encountered one statement:
“That’s a great idea, but it won’t work because the fragrance industry is different.”

While every industry has unique aspects, using that as a reason to reject new ideas only stifles innovation. The phrase “it won’t work here” shuts the door on progress, and over time, that leads to stagnation. And we know that any company that stands still for too long will inevitably decline. But at OnScent, we refuse to stand still. We thrive by pushing boundaries.

In my career, embracing the ‘Why Not’ mindset has brought tremendous success—but also a few failures. Both are equally important. Let me share a couple of personal stories that illustrate the power of taking risks, breaking molds, and learning along the way.

Breaking Molds with Hugo Boss

Early in my career, I was a global brand manager for Hugo Boss at Procter & Gamble. My mission was to rejuvenate the brand, which at the time felt outdated—young consumers saw it as something their dads or even grandfathers would wear. To change this, we had to challenge every notion about what made a fine fragrance “fine.”

We took a bold step by rejecting the idea that premium fragrances needed elaborate packaging. Instead, we used a military-style water canteen for the new Hugo fragrance. The result? A runaway success. The Hugo line exceeded every expectation, becoming an instant classic that still resonates with consumers today.

Innovating with AI in Perfumery

More recently, I collaborated with IBM’s Watson Research Center to explore whether artificial intelligence could create perfume. When I proposed the idea, many in the fragrance industry said it was impossible: “Perfume requires human creativity; it can’t come from a machine.”

Two years later, the skeptics were proven wrong. Today, AI tools are widely used across the fragrance industry. This project wasn’t just about technology—it was about challenging assumptions and showing what’s possible when you ask “Why not?”

OnScent is taking the AI story further in collaboration with Moodify, developing a machine learning approach to fragrance reformulation. This partnership exemplifies our commitment to innovation and the endless possibilities AI brings to the world of perfumery.

Launching Fragrance Online in 1998

Of course, not every bold idea succeeds. In 1998, we tried to launch the Boss Bottled fragrance franchise in the U.S. exclusively online—completely bypassing retail stores. Partnering with a site called Jasmine.com, we believed we were ahead of the curve.

Unfortunately, we were too far ahead. The internet in 1998 was still in its infancy—Amazon had only been selling books for three years, and most people were using slow dial-up connections. The result? We sold maybe 50 bottles—nowhere near what we’d hoped. But this failure taught me that timing is critical, and innovation isn’t just about ideas—it’s about execution at the right moment.