The fragrance house announced the launch of their new algorithm that translates consumers’ emotions about fragrances into images. [1] According to Givaudan, being able to determine the best match between colour, mood and scent helps bring fragrance creation closer to sensory perception.
Givaudan acquired Myrissi en in 2021. The startup has developed and patented an artificial intelligence technology that translates scents into color patterns and images that are relevant to consumers.
“Combining Givaudan’s over 35 years of expertise in neuroscience, the Myrissi algorithm advances the understanding of the mechanisms underlying consumer emotions. This unique ability, the result of a decade of academic research in the fields of brain imaging and artificial intelligence, decodes spontaneous smell-color associations and models them from a database of more than 25,000 consumer tests,’ the company said in a statement.
This technology enables us to advance the creative and product development process, predicting color code associations starting from chemical composition, or determining appropriate olfactory affiliation starting from color bases. It also generates a visual mood board and linguistic ecosystem around any fragrance: from packaging to campaign storytelling, the emotional nuances of consumers are translated in the most complete and consistent form.
In this way, Givaudan intends to support its customers in maximizing the emotional impact of any olfactory creation, regardless of the retail channel involved.
“Myrissi represents a step change for the industry. As e-commerce remains a privileged channel for customers, we must satisfy their need for an olfactory digital experience, which has so far been unsolvable. With Myrissi, we enable consumers to “smell” visuals and colors that elicit the same emotions as the fragrance they face. This technology also enables Givaudan to support impactful marketing strategies for our customers by matching their product designs to their scents, making the consumer experience enjoyable and satisfying,said Maurizio Volpi, President Fragrance and Beauty.
“Myrissi provides pioneering support in creating consumer-centric solutions across a wide range of product categories, from consumer goods to fine fragrances, driven by the powerful link between color and smell,” adds Muriel Jacquot, Neuroscience Development Manager.
