An hydroformylation-based approach to the synthesis of the odorant Florhydral ® has been investigated. The hydroformylation of m-diisopropenylbenzene ( 2) in the presence of rhodium catalysts leads to mixtures of 3-(3-isopropenylphenyl)butyraldehyde ( 3), which is an immediate precursor of Florhydral ® and of the dialdehyde 3-[3-(1-methyl-3-oxopropyl)phenyl]butyraldehyde ( 4), which is a useless side product. The 3/ 4 ratio is dependent on the substrate conversion: when it is pushed over 40%, the formation of 4 becomes increasingly important. Interestingly, the reaction can be carried out in aqueous biphasic systems using a rhodium catalyst precursor either in the presence of sulphonated triphenyl phosphine or human serum albumin (HSA) as the ligands. Good results were also obtained using rhodium complexes immobilized on silica; in this case it was possible to exclusively obtain the sought aldehyde 3 by limiting the substrate conversion at about 41%. As an alternative approach, 1-isopropyl-3-isopropenylbenzene ( 8) was synthesized and hydroformylated. In both homogeneous and biphasic systems, in the presence of rhodium catalysts, the reaction leads to the formation of Florhydral ® with high reaction rates and complete chemo- and regioselectivity. The use of chiral phosphino ligands, in order to obtain enantiomerically enriched Florhydral ®, gave very poor ees.