The move includes the creation of a number of new positions including a senior vice president of scent and care innovation and the senior vice president of fragrance development. The announcement follows a similar move by International Flavors and Fragrances, which created the role of global director of fragrance innovation earlier this month - moves that reflect the importance of continual product innovation to the global players in the industry. Focus on innovation and creativity Three new positions have been created by the company in an attempt to focus on creativity and product innovation. "We have embarked on a mission to drive creativity and innovation as the single most important thing we do every day. This new organisation is the consequent next milestone on our declared course to becoming the innovation leader of our industry," said global president of Symrise's scent and care division Achim Daub. Michael Kocher, previously at competitor Firmenich, fills the position of senior vice president of scent and care innovation. The role attempts to integrate functions that were previously handled independently, including research, marketing and consumer/ market research and orientate them towards innovation, according to the company. A newly created role of senior vice president of fragrance development is to ensure optimum use of the company's creative potential and promote an inspiring "fragrance culture" throughout the organisation. The third new role, senior vice president of new business development in scent and care, will examine new business models and identify acquisitions and partnerships in order to foster future innovation. Innovation helps to stay ahead of the competition Symrise is not alone in a bid to corner the market through products innovation. Its American competitor International Flavors and Fragrances recently promoted Judith Gross to the newly created position of global director of fragrance innovation. "Adding this new position - global director, fragrance innovation - reinforces our commitment to identify new opportunities for our customers to leverage fragrance," said Nicolas Mirzayantz, president of fragrances. In addition, Switzerland-based fragrance giant Givaudan announced in its annual report that it plans to continue focusing on research and development in an attempt to stay ahead of the competition with new products and innovations.