Givaudan brings food to fragrances
Givaudan’s new fragrance collection, Delight, will bring a new concept in fragrances to market: the use of food inspired scents developed in tandem with the company’s flavourists. It’s novel in two ways: first, it involves cross-functionality between the company’s two specialist areas, and second, Givaudan plans to measure feedback in a rather unconventional way – through body language. According to the company’s regional head of fine fragrance in North America, Emily Bond, the Delight project is another way in which the company hopes to “own pleasure”.
Givaudan’s share price has appreciated by 21% over the past 12 months
SOURCE: Yahoo Finance
The company has enlisted Marina Cavassilas, an “expert in semiotics and nonverbal communication” with experience in the luxury sector to map consumers’ responses to the new range. She will use a grid of facial responses to quantify reactions as to “just how much the scents delighted them.” According to Givaudan’s press material, this will make it “the first fragrance house to use body language research to understand the pleasure felt by consumers when wearing perfume.”
Felix Mayr-Harting, the company’s head of fine fragrance, told reporters that the concept was all about making fragrances enjoyable as well as visible. She said:
“Project Delight is all about exploring the concept of pleasure in fragrances. Perfumers and flavourists have combined their unique skills together, and thereby we have been able to create new fragrances with more impact and more pleasure. How do we know? Because we see and measure it in their body language.”
Dominion holds Givaudan in its Global Trends Managed Fund.
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