Givaudan unveils “Message in a Bottle“

Givaudan, the global leader in Fragrance and Beauty, is thrilled to introduce “Message in a Bottle“, a new olfactive perspective shaping the year ahead. More than a trend forecast, this olfactive manifesto positions fragrance as a subtle yet powerful social gesture, a way to communicate presence, attentiveness and humanity in an increasingly disconnected world.

As face-to-face interaction declines globally^*, a new cultural movement is emerging, a shift towards a new sociology of belonging, centred less on institutions than on shared experiences, recognition and emotional presence. Against this backdrop, Givaudan's Global Consumer Insights team explored the emotional and social motivations shaping fragrance use worldwide. Social belonging emerged as one of the strongest and most contemporary drivers: 43% of women and 46% of men embrace it globally, with a marked skew towards Gen Z^**.

“Givaudan's expertise in and responsibility for decoding consumers' current and future needs take on a new form through this creative programme. Backed by extensive research from our Global Consumer Insights team, Message in a Bottle puts social belonging back at the centre of fragrance choice, building a new level of intimacy with consumers, and unlocking new avenues for unique creations in an increasingly competitive market.”

Xavier Renard, Global Head of Fine Fragrance

Arnaud Guggenbuhl, Head of Global Marketing Insight & Image Fine Fragrance comments:

“In a world saturated with communication yet struck by a global pandemic of loneliness, wearing perfume becomes a radical act of communication and a potential promise of social belonging. Givaudan’s vision reimagines the realm of “clean and fresh” scents, transforming them into a genuine social gesture. Each olfactory creation lays the groundwork for human interaction, sparks an emotional resonance, and fosters shared sensory experiences.

By exploring the symbolism of the “red thread“ of human connection, the elemental forces of nature, a tactile “neo-animality“, and the universality of food culture, these fragrances become vehicles for social alchemy. We extend our gratitude to our partner Zignago Vetro: their craftsmanship and glassmaking expertise bring this vision to life, giving tangible form to the emotion we wish for each bottle to convey.”

Through this new creative vision and by transforming fragrance into a universal language of presence and belonging, Givaudan aims to help people reconnect with themselves and with each other, contributing to happier and healthier lives worldwide.

*  The American Time Use Survey documents a collapse in face-to-face socialisation of more than 20% between 2003 and 2023

** Social Belonging emerged as one of the strongest and most contemporary drivers, resonating with 43% of women and 46% of men globally, with particularly strong relevance among Gen Z consumers. – internal Givaudan Study

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances and develop beauty and wellbeing solutions that make people look and feel good. In 2025, Givaudan employed over 17,500 people worldwide and achieved CHF 7.5 billion in sales with a free cash flow of 14.1%. With a heritage that stretches back over 250 years, we are committed to driving long-term, sustainable growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at: www.givaudan.com.

About Givaudan Fragrance & Beauty
Givaudan Fragrance & Beauty crafts inspired fragrances to perfume lives and memories, and develops innovative beauty and wellbeing solutions that make people look and feel good all over the world. Nature is both our responsibility and our most precious muse. We are just as committed to sustainability as we are to creating innovative products that satisfy consumer needs and anticipate their desires. With a collaborative approach that favours co-creation, we have built a diverse portfolio across personal care, fabric care, hygiene, home care, fine fragrances, and beauty, reflecting our multidisciplinary expertise. This is Givaudan. Human by nature. Learn more at www.givaudan.com/fragrance-beauty.

For further information please contact
Mélanie Duprat, Fragrance & Beauty Communications
E melanie.duprat@givaudan.com