TAGS: Perfumes & Fragrances Science-based Formulation
Givaudan introduces a new way of translating scents into color patterns with the unveiling of its consumer-centric artificial intelligence (AI) technology.
Myrissi™ marks a key step forward in Givaudan’s 2025 strategy to expand customer-centered digital solutions. The technology strengthens its innovative capabilities in capturing and predicting the spontaneous emotional perception of fragrance experienced by consumers, determining the best alignment between colors, emotions, and scents.
Technology Enables to Drive Creative Product Development
Combined with Givaudan’s expertise of more than 35 years in neuroscience, the Myrissi™ algorithm deepens the understanding of consumers’ emotional mechanisms. This unique capability, the result of a decade of academic research in brain imagery and AI, decodes the spontaneous olfactory connection with color, modeled on the basis of a database of more than 25,000 consumer tests.
The cutting-edge technology enables to drive the creative and product development process starting either from a chemical composition to predict the color code association, or from a chromatic base to determine the appropriate olfactive affiliation. It also generates the visual mood board and the verbal ecosystem surrounding any fragrance: from packaging to campaign storytelling, consumers’ emotional nuances are translated in their most complete and consistent form.
By bringing fragrance creation closer to sensory perceptions, Myrissi™ unlocks new insights and opportunities for Givaudan customers, fully aligned with their marketing briefs and business objectives. Through this, Givaudan supports its customers in maximizing the emotional impact of any olfactive creation, regardless of the retail channel involved.
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Myrissi™ represents a step change for the Industry. As e-commerce remains the privileged channel for customers, we must answer their need for an olfactive digital experience, something impossible to address until now. With Myrissi™, we allow consumers to "smell" visuals and colors that elicit the same emotions as the perfumes they are facing. This technology also enables Givaudan to support impactful marketing strategies for our customers, by matching their product designs with their scent, making the consumer experience delightful and fulfilling," said Maurizio Volpi, president of fragrance & beauty.
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Myrissi™ offers trailblazing support in crafting consumer-centered solutions, covering a wide scope of product categories, from Consumer Products to Fine Fragrances, driven by the powerful connection between color and scents,” adds Muriel Jacquot, neuroscience development manager. “
With Myrissi™, Givaudan inaugurates the ‘Feel colors, smell emotions’ approach in perfumery and strengthens its leading position in neuroscience research.”
By anticipating consumer expectations in the enchanting journey, a scent must offer in all its aspects, Givaudan reinforces its commitment to creating fragrances with purpose and opens new frontiers for innovative projects.
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Source: Givaudan
