Interview with Vanesa Martínez, CEO Grupo Carinsa.

With 30 years of experience in the development, manufacturing, and marketing of fragrances and flavors, Grupo Carinsa, one of the founding companies of INDPULS, is known for its innovative character and great ability to add value to the market.

The company, led by sisters Vanesa and Denia Martínez, recently celebrated its 30th anniversary. It marked the occasion by announcing the Alberto Martínez Ortega Institute Entrepreneurship Awards, intended to recognize startups, projects, initiatives, and individuals that can contribute their innovations to the development and innovation of Grupo Carinsa, its products, and its customers.

Recently, Carinsa has acquired a new multifunctional space in Barcelona, a meeting point for its entire ecosystem: clients, suppliers, institutions, startups, universities, and technological centers, among others. It is also a space to look for opportunities, find talent, and ideas, and expand Carinsa’s outlook.

From the showroom, the intention is to be close to clients and showcase new launches, new patents to be exploited or licensed, new products, new more efficient technologies to develop them, all in order to find new opportunities for growth and interaction with clients and suppliers, focusing on the consumer. This space will host some of the startups that Grupo Carinsa currently collaborates with (boosting their growth), and will include the Perfume Club, a space where neuroscience will be leveraged to understand the consumer, as well as an interactive room for working on new developments using new technology.

What role does collaborative innovation play in a business group like Carinsa?

Collaborative innovation is one of the central pillars of Grupo Carinsa’s business strategy. We firmly believe that by working together with our entire ecosystem (which includes clients, startups, clusters, associations, universities, research centers, etc.), we can address complex challenges more effectively and efficiently.

This approach accelerates our innovation process and also broadens our impact. It also allows us to be more agile, resilient, and better prepared for the future, enabling us to contribute to economic and social development in a more significant way.

Why is collaboration with startups important for the company?

Collaboration with startups is essential for Grupo Carinsa. First, these partnerships allow us to stay at the forefront of innovation and technology, leveraging the agility, creativity, and disruptive focus that characterize startups.

Working with emerging companies allows us to diversify into other sectors and develop innovative solutions for our clients. This collaboration is a two-way street, where not only does Grupo Carinsa benefit from the dynamism of startups, but we also provide these young companies with access to our extensive experience, resources, and market networks, facilitating their growth and development.

Ultimately, collaborating with startups opens doors to new technologies, business models, and emerging trends, allowing us to anticipate market needs and respond with pioneering solutions. All this makes us a more competitive company capable of leading the sectors in which we operate.

What are the key factors for success in collaboration with startups?

At Grupo Carinsa, we are clear that our strategy for collaboration with startups is essential to accelerate the reach of our business. We have identified some key factors that have allowed us to maximize the benefits of these collaborations and ensure positive outcomes for both us and the startups we work with.

First, we recognize the value of the agility and disruptive mindset that characterizes startups. This freshness and flexibility allow us to explore new ideas and approaches, complementary to those of our organization.

Open and transparent communication is also fundamental in all our collaborations with startups. We establish clear communication channels to ensure that both parties are aligned in terms of goals, expectations, and project progress.

Mutual support is another fundamental pillar of our collaborations with startups. We recognize that, while we have a lot to offer in terms of market experience and resources, we can also benefit from the entrepreneurial spirit and innovation that startups bring. For the startups, Carinsa can be that opportunity to launch an idea, a seed project, or a technology. Additionally, they can rely on our experience, our presence in over 60 countries, our infrastructure, and our positioning.

Finally, maintaining an open and receptive mindset toward new ideas and approaches is crucial. We understand that true innovation often arises from the combination of different perspectives and experiences. Therefore, we bet on creativity and experimentation in all our collaborations with startups.

How was the idea born and what opportunities does the creation of Grupo Carinsa’s new multifunctional space in Barcelona offer?

The idea emerged in response to several strategic and market needs identified by the company. At Grupo Carinsa, we are an innovative company in the sector of aromas, fragrances, and technological solutions, and we have always aimed to bring our products and solutions closer to our customers quickly and effectively. The showroom was conceived as a space where Grupo Carinsa could present its latest innovations and products interactively and experientially. The aroma and fragrance industry is based on sensory perception, so having a physical place where customers can experience the products firsthand has become essential.

In a highly competitive market, strengthening the relationship with customers is crucial. The showroom allows us to offer a personalized environment for meetings, demonstrations, and presentations, facilitating better communication and understanding of our customers’ needs.

Additionally, having our showroom is a way to differentiate ourselves from the competition. It provides added value by offering a unique and memorable experience, showing Grupo Carinsa’s commitment to quality, innovation, and personalized attention.

Moreover, this new space, located in one of the most emblematic areas of Barcelona, Paseo de Gracia, offers a wide range of opportunities. It will allow us to highlight our new patents and new product launches in perfumery and food, and the rest of our divisions. It will also serve to host the startups we work with, start the Perfume Club and the Aroma Club, create a space for neuroscience and an immersive and interactive room with all the senses, and much more that we will unveil.

The new location is already being prepared, as our goal is to inaugurate it in early December 2024. Our intention is for the jury of the Alberto Martínez Ortega Institute Entrepreneurship Awards to meet already in the Carinsa showroom to deliberate on the winning applications, who will enjoy a 12-month stay in this space.

How does Grupo Carinsa imagine the future of the industrial ecosystem?

At Grupo Carinsa, we envision the future of the industrial ecosystem as a highly innovative, sustainable, and collaborative environment.

We visualize an industrial ecosystem where technology plays a central role. The adoption of advanced technologies will allow for more efficient and personalized production and optimization of production processes.

Also, sustainability will be a fundamental pillar in the future of the industrial ecosystem. We are committed to a production model that minimizes environmental impact, through the reduction of carbon emissions and the implementation of circular economy practices. In fact, Grupo Carinsa is one of the first companies in the sector and the industry to be carbon-neutral in scopes 1 and 2, and we aim to be so in scope 3 in the near future.

On the other hand, the future of the industrial ecosystem we believe will also require greater collaboration between companies, institutions, and customers. We envision an environment of co-creation and strategic alliances. We have been clear about this from the beginning, which is why we have always surrounded ourselves with a very powerful ecosystem. Today, Grupo Carinsa collaborates with different universities, clusters from different fields, research centers, technology centers, associations, and institutions (for example, hospitals, where it conducts clinical studies), and companies from cross-sector industries. We have already seen that this model adds value to the market.

Digitalization will also be crucial for the transformation of the industrial ecosystem. We imagine an industry where connectivity and real-time data access improve decision-making and operational efficiency.

Finally, the ability to adapt quickly to market changes and new trends will be vital, just as it has been until now. We imagine a resilient industrial ecosystem, capable of facing global crises and challenges with agility and efficiency.

Why did you decide to be part of an industrial innovation ecosystem like INDPULS?

We decided to join INDPULS for several strategic and operational reasons. First, participating in INDPULS allows Carinsa to stay at the forefront of industrial innovation and be accompanied by leading companies in Catalonia, all leaders in their sectors of activity. By sharing initiatives and collaborating with other leading companies and startups, we can access new ideas, technologies, and methods that enhance our innovation capacity. This is crucial for maintaining our competitive position in the market and offering high-quality products and solutions.

Being part of INDPULS facilitates the creation of synergies with other industrial companies, which allows us to expand business opportunities. INDPULS acts as a bridge between established companies and emerging startups. Therefore, from Grupo Carinsa, we can benefit from the dynamism of startups, accessing technological solutions that can be integrated into our production processes. Similarly, Carinsa can also contribute to the entire INDPULS ecosystem, from its positioning, experience, and development capacity, to the vision of the different markets in which it operates.