Givaudan launches DigiPulse, a proprietary olfactive social listening tool powered by artificial intelligence

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The link between colors, emotions, and fragrances was modeled on the basis of a database of more than 25,000 consumer tests. This unique consumer-centric approach allows Myrissi to support the development of fragrances that fully echoes customers’ marketing briefs. The emotional impact of a product is enhanced by avoiding the cognitive dissonances that appear when sensory messages are not perfectly consistent. The uniqueness of the product and the brand identity are therefore amplified and this helps consumers to select a fragranced product in store or via e-commerce channels that has a higher chance to be liked.

Maurizio Volpi, President of Givaudan Fragrance & Beauty said: “The acquisition of Myrissi is aligned with our long term Fragrance & Beauty strategy; their expertise in AI will support us in proposing to our customers new visual and verbal storytelling approaches to consumers. This is particularly important in a time when e-commerce is booming. Our mission will be to support our customers to evoke the smell of their products in the most inspiring way, helping consumers to choose the product that best fits their preferences.”

Muriel Jacquot, Founder of Myrissi added: “We are very proud to join Givaudan and to bring in the platform that we have developed with success for ten years. We strongly believe that this is a great opportunity to expand our digital expertise in telling compelling fragrance stories that resonate emotionally with consumers.” The terms of the deal will not be disclosed and Givaudan intends to fund the transaction from existing resources. The planned acquisition remains subject to formal approvals from the relevant regulatory authorities and the transaction is expected to close in the first quarter of 2021.

Myrissi is a company founded in 2014 by Muriel Jacquot resulting from 10 years of university research carried out at the University of Lorraine. Myrissi is the first company to have designed an Intelligent Sensory Translator dedicated to the development of fragrant products (fine fragrance, beauty care, and home care). Myrissi has the largest known international oduor-colour database in the world with more than 25,000 tests. Based on Deep Learning technologies, this translator works on two databases built with consumers. The first basis predicts the coloured representation of any odour whilst the second is an affective database containing 64 different dimensions (emotions, moods, attitudes and interpersonal postures). It allows you to define the emotional environment carried by the sensory properties of a finished product. Learn more at: https://myrissi.fr/en/

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Visitors to the BIKINI shopping mall, located between the Berlin Zoo and Kurfürstendamm, could take part in the exciting project until June 29, 2019, where they helped an AI system develop a new scent. Shopping enthusiasts’ noses were challenged over a total of six weeks, during which time they could rate five different base fragrances according to their personal preferences. Together with Senior Perfumer Marc vom Ende, Philyra created these “core fragrances” based on certain phrases that were meant to represent the spirit of various districts of Berlin. The choices were: Grunewald, Kreuzberg, Prenzlauer Berg, Schöneberg and Wannsee. Everyone could become a hobby perfumer and decide whether their perfect scent smells more like exclusive, wooded Grunewald or more like alternative, colorful Kreuzberg. The computer algorithm learned continuously from each participant’s evaluation. At the end of each week, Philyra created an intermediate perfume based on the tablet assessments, with the help of the trained nose and wide experience of a Symrise perfumer. Mall visitors could then sniff this intermediate perfume and share what emotions it evokes. The AI continued to learn, based on these responses as well as answers to other open questions that were posed to testers. In the last week of the event at the end of June, the final computer-generated scent “#Berlin 3.0” was presented. Participants could receive an email with a description of the scent and then test it for themselves at the Philyra booth. “We were curious to see where this experience of collaborative fragrance design powered by Artificial Intelligence would take us to”, says Claire Viola, Vice President Digital Strategy Fragrance at Symrise. “And we are excited about the outcome, which enriched Berlin a unique brand new scent.”

The artificial nose with a big brain

BIKINI Berlin wasn’t the first place Philyra has been used. This AI system was developed by Symrise and IBM Research to revolutionize the perfume industry. The computer has access to enormous amounts of historical data and thousands of formulas, and it knows every available raw material. From an endless number of possible fragrance combinations, it can identify a formula that has never been used before. And it can do it extremely quickly and effectively, with a high degree of precision. The smallest deviation in the amount of an ingredient can ruin an entire scent – or make it the next big hit. Philyra doesn’t do this all on its own, though. Experienced perfumers make use of this wealth of information and speed, but the human nose still has the final say on the scent.

Brazil is ahead by a nose in AI

The first creations by Philyra are setting hearts ablaze in Brazil. Just before Brazil’s Valentine’s Day on June 12, the cosmetics company O Boticário introduced two new fragrances, tailored specifically for the local population. Just like in Berlin, AI worked hand in hand with an experienced Symrise perfumer – in this case David Apel. Philyra analyzed consumer preferences and suggested an optimized fragrance combination. The discerning nose of David Apel perfected the final product.

“We see great potential in this new technology. The fragrance market is highly competitive and companies are searching for novelty and speed to differentiate themselves. Philyra works today on alcoholic fragrances, yet it can be extended to other scented product categories such as deodorants, skincare or detergents,” says Claire Viola of Symrise. “AI algorithms like Philyra, by essence, are constantly learning – from industry trends, regional preferences and existing combinations. With this wealth of information, the professionals utilize the potential of big data to explore wider routes for creation.”

To the video “#ThinkatIBM: Symrise – Neue Düfte mit Hilfe von künstlicher Intelligenz“.

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