Initiatives in fine fragrance creativity for future consumers
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We have a proud history of global initiatives which inspire, and bring brightness to consumers’ lives.
Through the creation of initiatives and partnerships, our fine fragrance team is equipped with tools and inspiration to push the bounds of creativity and respond to future consumers.
Our initiatives
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Our initiatives
What is love?
Guardians of Memories
Le Château du Clos Lucé
Haute Parfumerie exhibition
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The initiative What is love?, translated Gen Z’s evolving language of love and seduction into olfactive expressions. This initiative explored the role of fragrance in attraction, inspired by insights showing that scent played a decisive role for a majority of young people in the USA and France.
With #PerfumeTok amassed over 3.9 billion views, the project captured Gen Z’s emphasis on authenticity, inclusivity, and emotional connection. Givaudan’s perfumers crafted unique fragrances that challenged traditional notions of attraction, embracing a gender-fluid and emotionally open perspective on love.
The exclusive immersive showcase took place in New York, Paris, and at Dubai’s Beautyworld across 2023. Guests experienced a multi-sensory journey into Gen Z’s world, where digital culture and personal expression redefined the language of seduction.
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Guardians of Memories, an interactive Roblox game designed to immerse Gen Z and Alpha in the art of fragrance, was launched in 2025. Players explored the deep connections between scent, memory, and emotion in a fun, educational adventure.
Aligned with Givaudan’s 2025 digital strategy, the game engaged young consumers in their preferred digital space, making perfumery more accessible. It was developed in collaboration with Digitalli and Novelab, blending expertise in digital strategy and immersive storytelling.
By leveraging Roblox’s vast platform, Guardians of Memories allowed players to experiment with perfume ingredients, fostering a community of future fragrance enthusiasts.
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In 2024 we collaborated with Le Château du Clos Lucé for Léonard de Vinci et les Parfums de la Renaissance, a groundbreaking exhibition blending history and fragrance. In partnership with curators, Givaudan’s perfumers crafted 28 exclusive scents, offering visitors a unique multi-sensory journey through Renaissance-era aromas.
Chief Executive Officer Gilles Andrier emphasised Givaudan’s commitment to historic conservation and olfactory heritage, making this first-of-its-kind exhibition a natural partnership. Notable perfumers, including Calice Becker, Shyamala Maisondieu, and Rodrigo Flores-Roux, contributed to recreating the era’s defining scents. Perfumer Nadège Le Garlantezec described the Renaissance as an ‘infinite fountain of inspiration’, underscoring the project’s artistic significance.
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Retracing our unique creative savoir-faire, the Haute Parfumerie exhibition highlighted the heritage of our Company and the expertise of our perfumers. Open to our partners and collaborators this exhibition was conceived as an immersive retrospective as well as a future forward experience. The event shone the light on three core elements:
- Heritage – stepping back in time, reflecting on our iconic compositions and revealing original fragrance formulas and archives.
- Modern Haute Parfumerie – a selection of 14 contemporary and emblematic fragrances, with narration from our perfumers, highlighting our bold artistry,
- Future of creation – an insight into our fragrance technology such as Carto, our approach to ingredients, and the Givaudan Perfumery School
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