FRAGRANCES & ESSENTIAL OILS
AI-powered olfactive social listening tool launched Givaudan has launched DigiPulse, the first olfactive social listening tool designed to collect and decode consumers’ spontaneous online comments about fine fragrances. Currently being used in France, DigiPulse will be launched in the US in the forthcoming months, followed by a global roll-out in 2022.
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owered by artificial intelligence (AI), DigiPulse collects the voices of consumers using a special algorithm, which captures and analyses their views with a unique focus on olfactory-driven perceptions. Givaudan perfumers and creative teams then use the decoded olfactive data to tailor their fragrance creations to consumers’ desires. DigiPulse categorises more than 2.5m online comments across a range of social networks. Its customisation allows Givaudan experts to analyse the data gathered to easily identify consumers’ olfactive perspectives and preferences. The data is transferred to the company’s creative teams to analyse the responses to traditional and established fine fragrances, as well as new launches. The most differentiating element of the tool is its ability to focus on the olfactive data, revealing insights on different aspects of the fragrance itself, on top of more obvious comments around packaging, marketing and advertising.
A TOOL TO ENRICH SCENT INNOVATION “DigiPulse is a digitally strategic way of capturing feedback from consumers’ online posts on their impressions of fragrances they’ve used or experimented with in their everyday lives. The new olfactive tool, which uses AI, will allow us to gather instant, unfiltered consumer feedback. Most importantly, it will enrich the way we craft perfumes, which will continue to inspire consumers around the world,” says Arnaud Guggenbuhl, head of global marketing insight and image, Givaudan. Givaudan’s latest olfactive social listening tool leads the industry in identifying the success of iconic and fresh new fragrances with information directly from the consumer experience. The intel will allow the company to integrate consumers’ immediate responses related to a fragrance or to specific
"DigiPulse categorises more than 2.5m online comments across a range of social networks" 32
NOVEMBER/DECEMBER 2021 // WWW.PHARMACOS.CO.ZA
A CLOSER LOOK AT GIVAUDAN As a global leader in the creation of fragrances and flavours, Givaudan’s heritage stretches back over 250 years. The company has a long history of innovating scents and tastes, from a favourite drink to your daily meal; and prestige perfumes to cosmetics and laundry care. Givaudan’s creations inspire emotions and delight millions of consumers worldwide. The company is committed to driving purposeled, long-term growth while leading the way to improve happiness and health for people and nature. In the fiscal year 2020, Givaudan employed almost 16 000 people worldwide and achieved sales of 6.3bn Swiss francs and a free cash flow of 12.8% of sales. ingredients directly into the creation process, which is crucial for brand development and scent innovation. • Givaudan – www.givaudan.com
