The fragrance house has announced the launch of its new algorithm that can convert consumers’ sentiments about perfumes into images. [1] According to Givaudan, being able to determine the best alignment between colors, emotions and scents can help bring fragrance creation closer to sensory perception.
Givaudan acquired Myrissi en 2021. The startup developed and patented an AI technology capable of translating relevant scents into color patterns and images for consumers.
“Combined with Givaudan’s more than 35 years of expertise in neuroscience, the Myrissi algorithm deepens understanding of consumers’ emotional mechanisms. This unique capability, the result of a decade of cognitive research in brain imaging and AI, decodes spontaneous olfactory connections with color, built on a database of over 25,000 user tests.” the company said in a statement.
The technology enables us to drive creative and product development processes to either predict color code associations starting from chemical composition, or to determine the appropriate olfactory affinity from a color base. It also creates a visual mood board and verbal ecosystem around any fragrance: from packaging to campaign storytelling, consumers’ emotional nuances are translated into their full and consistent form.
Through this, Givaudan aims to help its customers maximize the emotional impact of any passive creative, regardless of the retail channel involved.
“Myrissi represents a step change for the industry. As e-commerce remains the privileged channel for consumers, we must respond to their need for an active digital experience, which remains elusive. With Myrissi, we allow consumers to ‘smell’ visuals and colors that evoke the same emotions as the perfume they are experiencing. This technology also enables Givaudan to support effective marketing strategies for our customers, combining their product design with their fragrances, making the customer experience enjoyable and fulfilling.“says Maurizio Volpi, President of Fragrance and Beauty.
“Myrissi offers trailblazing support in developing consumer-centric solutions, covering a broad spectrum of product categories, from consumer products to fine fragrances, from the powerful relationship between color and scent,says Muriel Jacot, Neuroscience Development Manager.
