Givaudan launches ‘first AI-powered fragrance co-creation service’ in China

Givaudan has launched Creatogether, a human-machine fragrance cocreation service powered by artificial intelligence (AI) in collaboration with the Tmall Innovation Centre (TMIC).

The Swiss firm says the service enables customers to realise their olfactory vision with rapid sampling speed in China’s e-commerce market.

Creatogether enables Givaudan to offer customers in China human-machine fragrance co-creation in five steps: creative ideation phase including in-depth research and analysis, olfactive visual exploration, digital fragrance co-creation with AI instant sampling technology, commercialised fragrance submission and finally, new product validation, launch strategy and marketing plan.

Since June 2021, Givaudan has been working in a partnership with Tmall, the Alibaba group's open business-to-consumer platform, to combine its creative fragrance solutions and production capabilities with the consumer behaviour data capabilities of the T-Lab innovation laboratory.

‘Creatogether’ leverages the newly updated version of TLAB 2.0, using data from TMIC’s olfactory culture map and Givaudan’s own AI-powered fragrance assistant, Carto.

“Our unique co-creation model allows brands to get deeply involved in the fragrance creation process,” said Givaudan Head of Fragrances Greater China & Korea Yaling Li.

“Thanks to a visual touch screen, customers are able to quickly realise their olfactory vision. The interactive process is carried out in close collaboration with our perfumers, harnessing the latest data insights from TMIC and the infinite creative capacities of Carto,” she added.

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