Givaudan launches fragrance co-creation service in China using artificial intelligence
With China expected to become the world's second largest fine fragrance market within the next three years, just behind the US, Swiss fragrance and flavour company Givaudan is launching a fragrance co-creation service for its Chinese customers using artificial intelligence via a partnership with the Tmall Innovation Centre.
"Our unique co-creation model allows brands to fully participate in the fragrance creation process. Using a visual touch screen, customers can quickly bring their olfactory vision to life. The interactive process takes place in close collaboration with our perfumers, taking advantage of the latest data provided by TMIC and the infinite creation capabilities of Carto (e.n: the AI-based creation tool for perfumers)," explained Yaling Li, Givaudan's fragrance director, China and South Korea.
This alliance with TMIC follows a partnership signed in June 2021 between Givaudan and Tmall, the Chinese group Alibaba's platform, to accelerate fragrance creation by analysing data on consumer behaviour.
The new project offers Givaudan's Chinese customers a five-step service: a creative phase involving research and analysis, olfactory visual exploration, digital fragrance co-creation using AI-based instant sampling technology, a finished product proposal and, finally, the new product validation, launch strategy and marketing plan.
From January to the end of September, Givaudan's sales increased by 6.1% excluding currency effects to CHF 5.4 billion (5.6 billion euros).
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