Givaudan fine fragrance perfumers create new ‘Delight’ collection in collaboration with flavourists
The first fragrance house to use body language research to understand the pleasure felt by consumers when wearing perfume
Givaudan launches its new global creative programme ‘Delight’ dedicated to giving a heightened sense of pleasure to consumers in fragrance. Perfumers worked in close collaboration with flavourists to incorporate new technical and creative approaches to their creations and thereby bring more reality and more instinctive pleasure to their fragrance accords.
The creative collaboration focused on exploring tastes such as fruitiness, sweetness, juiciness, as well as delicate savoury or mixology notes. We aimed at recreating pure taste experiences by translating them to scents that are easily relatable to consumers such as maple syrup, bacon, or strawberry.
Arnaud Bousquet, Senior Flavourist, said: “As a flavourist, I work in a realistic, true to life way, while a perfumer works in the world of abstract and interpretation. In our collaboration on project ‘Delight’, we wanted to mix these two strengths and add a realistic touch to our fragrance palette.”
Beyond the creation of new accords, Givaudan has also verified their impact on the consumers who smelled them. In order to achieve this, we turned to non-verbal research to seek consumer opinions; no questionnaires, just observations of body language and facial expressions which enabled us to explore the physical and visceral reactions consumers have while smelling fragrances. By decoding 250 physical signs like salivation, swallowing, blushing, excitement and surprise, our expert can immediately understand a consumer’s response to a specific fragrance. Those responses guided Givaudan perfumers in finalising our exclusive and daring new fragrance palette of accords inspired by food and triggering observable pleasure in consumers.
Felix Mayr-Harting, Global Head of Fine Fragrances, said: “Project Delight is all about exploring the concept of pleasure in fragrances. Perfumers and flavourists have combined their unique skills together, and thereby we have been able to create new fragrances with more impact and more pleasure. How do we know? Because we see and measure it in their body language.”
‘Delight’ follows the success of our creative programme ‘Bloom’, where we re-invented floral notes and brought an inspiring creative vision to the market with our new collection of floral fragrances.
Givaudan is the global leader in the creation of flavours and fragrances. In close collaboration with food, beverage, consumer product and fragrance partners, Givaudan develops tastes and scents that delight consumers the world over. With a passion to understand consumers’ preferences and a relentless drive to innovate, Givaudan is at the forefront of creating flavours and fragrances that 'engage your senses'. The Company achieved sales of CHF 5.1 billion in 2017. Headquartered in Switzerland with local presence in over 100 locations, the Company has more than 11,100 employees worldwide. Givaudan invites you to discover more at www.givaudan.com.
About Givaudan Fragrances
Givaudan is passionate about perfumery and is dedicated to combining creativity and innovation to design beautiful fragrances. With the industry’s largest perfumery team, Givaudan contributes to making life delightful and memorable through unique scent experiences for customers around the world. Currently present in all major markets, Givaudan strives to deliver fragrances for personal, home and laundry care, as well as prestige perfumes. Our customers benefit from Givaudan’s expertise in three business areas: Fine Fragrances, Consumer Products, and Fragrance and Cosmetics Ingredients. We invite you to ‘engage your senses’ and learn more about Fragrances at www.givaudan.com/fragrances.
For more information please contact
Marie Laure André, Fragrance Communications
T +33 1 3998 4477