Givaudan launches DigiPulse™, a proprietary olfactive social listening tool powered by artificial intelligence
Evaluating online comments to gain a deeper understanding of consumer perceptions of fine fragrances
Givaudan is delighted to launch DigiPulse™, the first olfactive social listening tool designed to collect and decode consumers’ online spontaneous comments about fine fragrances. Powered by artificial intelligence (AI), DigiPulse™ collects the voices of consumers using a special algorithm that captures and analyses their views with a unique focus on olfactory driven perceptions. Givaudan perfumers and creative teams then use the decoded olfactive data to tailor their fragrance creations to consumers’ desires.
DigiPulse™ categorises more than 2.5 million online comments across a range of social networks. Its customisation allows Givaudan experts to analyse the data gathered to easily identify consumers’ olfactive perspectives and preferences. The data is transferred to our creative teams to analyse the responses to traditional and established fine fragrances, as well as new launches. The most differentiating element of the tool is its ability to focus on the olfactive data, revealing insights on different aspects of the fragrance itself, on top of more obvious comments around packaging, marketing and advertising.
“DigiPulse™ is a digitally strategic way of capturing feedback from consumer’s online posts on their impressions of fragrances they’ve used or experimented with in their everyday lives. The new olfactive tool, which uses AI, will allow us to gather instant unfiltered consumer feedback. Most importantly, it will enrich the way we craft perfumes that will continue to inspire consumers around the world.”
Arnaud Guggenbuhl, Head of Global Marketing Insight, and Image
Givaudan’s latest olfactive social listening tool leads the industry in identifying the success of iconic and fresh new fragrances with information directly from the consumer experience. The intel will allow us to integrate consumers’ immediate responses related to a fragrance or to specific ingredients directly into the creation process, which is crucial for brand development and scent innovation.
DigiPulse™ is currently being used in France and will be launched in the USA in the forthcoming months followed by a global roll-out in 2022.
Givaudan is the global leader in the creation of flavours and fragrances, with its heritage stretching back over 250 years, the Company has a long history of innovating tastes and scents. From a favourite drink to your daily meal, from prestige perfumes to cosmetics and laundry care, its creations inspire emotions and delight millions of consumers the world over. The Company is committed to driving purpose-led, long-term growth while leading the way to improve happiness and health for people and nature. In the fiscal year 2020, the Company employed almost 16,000 people worldwide and achieved sales of CHF 6.3 billion and a free cash flow of 12.8% of sales. Let’s imagine together on www.givaudan.com.
About Givaudan Fragrance & Beauty
Driven by passion and innovation, Givaudan Fragrance & Beauty aims to bring delightful and memorable sensorial experiences to consumers around the world. Currently present in all major markets, we strive to be the creative partner of choice for customers not only in personal, fabric, hygiene and home care but also in fine fragrances and beauty overall. As the global leader in fragrance creation, the Company is committed to creating fragrances and beauty products for happier, healthier lives with love for nature. Our customers benefit from our expertise in three business units: Fine Fragrances, Consumer Products, and Fragrance Ingredients and Cosmetics Ingredients. We invite you to ‘engage your senses’ and learn more at www.givaudan.com/fragrance-beauty.
For further information please contact
Marie Laure André, Fragrance & Beauty Communications
T +33 1 3998 4477