Revolutionizing Fragrance Design: Berwyn's Analytical Chemistry Journey at P&G

November 29, 2023

Chong Wei Jie Berwyn, an analytical chemist, recalls the cramped Tokyo home he visited for consumer research alongside three colleagues. Squeezed in with the family, they stood shoulder to shoulder, like Tetris pieces.

This experience left a lasting impression on Berwyn. As urban populations continue to grow, he recognized the demand for compact, effective products that justify the premium of space they occupy.

Berwyn's passion lies in translating subjective human preferences into measurable insights that guide product development. While it may be uncommon for an analytical chemist to participate in consumer research sessions, he actively seeks out these opportunities. To him, understanding human behavior is just as crucial as comprehending the chemistry behind the products.

Growing up in Singapore, Berwyn watched his father, an optometrist, as he interacted with customers, skillfully conducting eye checks and crafting lenses with precision. Witnessing the joy on customers' faces when they could see more clearly planted early seeds – he would be drawn to an experience of science that was inherently visual.

During his time at Bedok South Secondary School, Berwyn's chemistry teacher let them play in the lab. He was fascinated by the rainbow of colors a pH indicator made from red cabbage could undergo, as it moved from acidic to alkaline.

These experiences led Berwyn to the realm of analytical chemistry, where cause and effect are visually intertwined. Through chromatographic separations, he uncovers the hidden behavior of molecules, revealing their mysteries. 

Berwyn remains wary of the allure of sophisticated instrumentation, recognizing that it can divert attention away from the core consumer needs. To bridge the gap between science and consumer demand, he immerses himself in the lives of consumers, visiting their homes, understanding their online habits, and assimilating their social norms.

Recently in his role supporting P&G Beauty, Berwyn achieved a groundbreaking integration of chemistry, consumer insights and perfume design. By leveraging his analytical chemistry expertise in Gas Chromatography-Mass Spectrometry (GC-MS) at the P&G Singapore Innovation Center (SgIC), he has made great strides in demystifying the art of creating captivating perfumes. Through partnership with the perfume team, meticulous measurement and modelling, Berwyn can ascertain the optimal intensity and desirable characteristics of perfumes.

Berwyn's scientific approach to perfumery has brought fresh perspective to the traditional perfume design process and has led to him receiving a prestigious CEO award.

Let's celebrate Berwyn's unique approach to analytical chemistry and his dedication to placing consumers at the forefront. Together, we can create a world where science seamlessly meets the needs and desires of the people it serves.

#STEM #analytcalchemist #singapore #TheFuturemakers