TAGS: Perfumes & Fragrances
As part of its 2020 digital innovation strategy, Givaudan Fragrances is thrilled to announce the launch of ‘Carto’, its latest AI-powered intuitive and interactive system that reinvents the way perfumers create.
Maximizing Performance
‘Carto’ is an AI-powered tool that brings science and technology to the service of the perfumers. It is designed to intelligently use the unique ingredients ‘Odour Value Map’ to maximize the olfactive performance in the final formula. Going forward, the aim is to also leverage consumer insights to provide additional data to the perfumers to help them refine their creative accords.
‘Carto’ invites perfumers to dare new accords through a playful visual approach, with a wide touch screen, where they can create their formulas differently from the traditional spreadsheet or olfactive pyramid representations. The experience also includes an instant-sampling robot allowing a seamless production of fragrance trials at a speed that cannot be matched by traditional sampling methods.
Digital Innovation in Fragrances
Maurizio Volpi, President of the Fragrance Division said: “We are strongly committed to drive digital innovation in fragrances and it is exciting to see ‘Carto’ coming to life as it truly evolves the way perfumers create. The system allows them to bring together physico-chemical science and technology to maximize the use of our palette of ingredients while making experimentation simpler and fun. It brings to life their ideas, inspirations, and creative concepts in a very efficient way while taking away the repetitive tasks. The role of the perfumer remains at the center of creation, ‘Carto’ comes as the digital support they can use to enhance their creative work.”
‘Carto’ is being deployed at Givaudan's fragrance creative centers in all regions where perfumers are experimenting the system by integrating it as part of their creation process, already showing very promising results. ‘Carto’ also communicates with its other usual creation systems allowing the perfumers to have holistic and innovative creation process.
Bringing the Creative Touch
Calice Becker, Perfumer and Director of the Givaudan Perfumery School said: “I have been part of this exciting project since the beginning, and I have been able to help shape this tool that I believe contributes to the future of perfumery. It is a true complementary support to our work, it allows us to experiment much more than we can today, to dose our formulas in the most performant way, and we, perfumers, bring the creative touch, the one most important part that can’t be replaced by any system.”
Source: Givaudan