Givaudan launches ‘Touch Again’, an experiential fine fragrance showcase in Shanghai

The highly immersive olfactive experience uses scents to celebrate the human spirit and rediscover human touch

11 May 2021 · 06:27 CEST

Following the highly successful MyBloom series in 2020, Givaudan today launched a first-of-its-kind olfactive experience in Shanghai, China. Themed ‘Touch Again’, the trade and media showcase invites individuals to re-examine the impact of the pandemic through insights from the Givaudan COVID-19 Trends Tracker, a survey which has tracked the emotions and sentiments of about 3,000 individuals from China, Japan, Korea, Thailand, Indonesia, Philippines, Vietnam, and Malaysia over the past 12 months.

The two-week event aims to highlight the transformative power of scent in uplifting the human spirit through four themes: Strong Softness, Human Touch, Cuddly Solitude and Hugging Nature, addressing the uncertainty, loneliness and lack of human touch that has resulted from the pandemic.

The multi-sensorial space adorned with a palette of carefully curated textures and hues will invite visitors to contemplate future possibilities with optimism through over 20 unique scents including creations by Givaudan perfumers in Asia and across our Fine Fragrance Creative Centres globally.  

The all-encompassing olfactive experience will take visitors on a journey of emotions, blending elemental and nature-inspired scents with accords that will act as an olfactive trigger for human touch. The scents will be delivered through Givaudan’s patented VivaScentz™, MoodScentz®, Phytogaia® and ScentTrek® technologies.

Discussing the social significance of the event, Hervé Fretay, Fine Fragrance Business Development Director APAC said:

“In these emotionally challenging times, it is important that people find new ways to connect with themselves, nature and their communities and rekindle positive, uplifting emotions as they build a positive outlook for the future. 75% of emotions are triggered by smell, so we hope that through this event we are able to inspire our partners and the wider industry to create invigorating products with ‘feel good benefits’, especially at a time when its needed most. With this initiative, Givaudan China contributes to reinforcing our global leadership position in fine fragrances and pays tribute to Givaudan’s purpose to help consumers live happier, healthier lives.”

‘Touch Again’ comes after ‘MyBloom’, a creative vision that translates feelings into a personal scent collection expressing ‘olfactive extimacy’. ‘MyBloom’ supports our customers in meeting the demand for subtler, more authentic fragrances that consumers can genuinely connect with.

‘Touch Again’ will host industry partners and collaborators from 10 to 23 May 2021 in Shanghai. 

About Givaudan
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

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

For further information please contact
Marie Laure André, Fragrance & Beauty Communications
T +33 1 3998 4477

Gregory Cheong, APAC Fragrance & Beauty Communications
T +65 9758 7199