AI decoding tool Myrissi™ aligns colours with fragrances

Colour celebration
  • Evolving needs of our customers
  • A step forward in Givaudan’s customer strategy
  • Watch the video
  • Supporting a holistic understanding of consumer needs
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As a leader in innovation, Givaudan is constantly considering the challenges and evolving needs of our customers.

Thanks to the power of artificial intelligence (AI) and a database of over 25,000 consumer insights, Givaudan introduces Myrissi™, a sophisticated tool able to decode fragrances into colours, and suggest the most appropriate emotional resonance.  

A step forward in Givaudan’s customer strategy
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A step forward in Givaudan’s customer strategy

Myrissi™ represents an innovation breakthrough, aligned with Givaudan’s 2025 strategy to expand its customer-centred digital solutions. This cutting-edge tool delivers powerful strategic insights to Givaudan customers, framing the creative and product development process. The technology behind Myrissi™ was developed over a decade and complements Givaudan’s 35 years of expertise in neuroscience research.

“Our AI-powered tool Myrissi™ is where creativity meets science, and will help decode consumer emotions and wants.”

Muriel, Neuroscience Development Manager

Supporting fragrances’ branding and marketing objectives, Myrissi™ selects the best emotional and visual universe that will really resonate with consumers. Using a chemical composition as its starting point, Myrissi™ decodes the fragrance into colours or moods and helps develop precise, emotional mood boards. In the same way, when given a colour base, Myrissi™ will make appropriate fragrance matching suggestions, ensuring the best alignment between colours, emotions and scents.

Watch the video
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Supporting a holistic understanding of consumer needs
Component content

Supporting a holistic understanding of consumer needs

Inaugurating the ‘Feel colours, smells emotions’ approach in perfumery, Myrissi™ enables Givaudan to deliver a deeper emotional understanding of consumers’ perceptions to customers and amplifies the delights of the fragrance experience, from packaging to campaign storytelling.

Myrissi™ insights have been harnessed in ‘Well&Be’, Givaudan’s new creative playground, determining nuanced and fulfilling olfactory journeys, through various states of wellbeing. Myrissi™ has informed the visual universe for wellbeing archetypes explored through feelings of nostalgia, transformation, connection, discovery and nature.

17/06/2024