“Feel colors and smell emotions” with Givaudan’s AI-based platform for fragrance branding

30 Jan 2023 --- Givaudan is linking neuroscience and artificial intelligence (AI) to translate scent profiles into color patterns to help fragrance brands better market their products. Culminating a decade of research, the fragrance house and beauty ingredients supplier has unveiled its digital platform, Myrissi.

The platform generates a visual mood board and “verbal ecosystem” surrounding any fragrance. From packaging to campaign storytelling, the consumers’ emotional nuances are translated in their “most complete and consistent form,” according to Givaudan.

“Myrissi represents a step change for the industry. As e-commerce remains the privileged channel for customers, we must answer their need for an olfactive digital experience, something impossible to address until now.”

“With Myrissi, we allow consumers to ‘smell’ visuals and colors that elicit the same emotions as the perfumes they are facing. This technology also enables Givaudan to support impactful marketing strategies for our customers by matching their product designs with their scent, making the consumer experience delightful and fulfilling.”

Myrissi helps brands capture and predict consumers’ spontaneous olfactory connection with color, determining the best alignment between colors, emotions and scents.Painting with smells and emotions
Coined as the “future of consumer-centered digital capabilities,” Myrissi is the result of academic research in brain imagery and AI. It is modeled on the basis of a database of more than 25,000 consumer tests, combined with Givaudan’s expertise of more than 35 years in neuroscience.

The platform algorithm helps brands capture and predict consumers’ spontaneous olfactory connection with color, determining the best alignment between colors, emotions and scents.

The technology can either start by analyzing the chemical composition of a scent to predict its associated color palette – or work in the reverse by studying a base color palette to identify its “olfactive affiliation.”

“Myrissi covers a wide scope of product categories, from consumer products to fine fragrances, driven by the powerful connection between color and scents,” remarks Muriel Jacquot, neuroscience development manager at Givaudan.

“With Myrissi, Givaudan inaugurates the ‘feel colors, smell emotions’ approach in perfumery and strengthens its leading position in neuroscience research.”

Delving into sense perceptions
The link between sensory elements and emotions is considered as an upcoming field of research in the fragrance and beauty sectors over the last year.

Last December, fragrance house Firmenich introduced a range of fragrances branded Focus, powered by EmotiCODE. The scents are designed to give consumers the benefit of improved focus and help them get into a state of flow.

Next to the exploration of consumers’ psychological perceptions of olfactory stimuli, researchers at IFF are examining emotional triggers linked to textures. The ingredient supplier is leveraging this study in the run up to the launch of a new bio-based rheology modifier for beauty formulas.

In the realm of color perception, Pantone has identified the Viva Magenta 18-1750 as its Color of the Year for 2023, “symbolizing vim and vigor.” According to suppliers interviewed by PersonalCareInsights, magenta-inspired launches are set to make a vibrant foray into fragrance and beauty launches this coming year.

AI movement revolutionizes beauty solutions
Companies in the beauty industry are increasingly reliant on the functional uses of AI. Over this past year, there have been numerous developments expanding the applicability of technologies in this space, expanding uses such as virtual try-on platforms and new ingredient discovery.

Last week, researchers at Israeli firm MeNow bridged more than three millennia of Eastern botanical knowledge with modern-day cosmetic science and AI to investigate the skin health benefits of Traditional Chinese Medicine plants.

Earlier this year, Myavana debuted a new platform catering to textured hair analysis using AI. Meanwhile, Bulldog Skincare and Revieve partnered to create a virtual advisor tailored for men’s skincare.

With muscle aging dubbed as the “next frontier” in nutrition solutions supporting healthy aging, Nuritas launched a “precision peptide” product, branded Longevity, using its AI technology for ingredient discovery.

By Benjamin Ferrer

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