Givaudan Launches AI Perfume Service with Tmall
- Chaileedo Press
- Oct 17, 2022
- 2 min read
Givaudan recently announced a partnership with Tmall Innovation Center (TMIC) to launch the fragrance industry's first artificial intelligence (AI)-driven perfume co-creation service in China on its official website.
It is reported that as early as 2021, Givaudan and Tmall Innovation Center (TMIC) started cooperation to establish T-Lab Innovation Lab, combining its creative perfume solutions and production capacity with T-Lab Innovation Lab's consumer behavior data capabilities. It aims to focus on helping brands to develop new products from an ingredients company.
The AI-driven perfume co-creation service "Creatogether" utilizes the newly updated TLAB 2.0. It applied data from TMIC's olfactory culture map and Givaudan's AI-driven perfume assistant Carto.
Tian Qi, head of TMIC's Innovation Center, said, "Our common goal is to bring agile solutions to the market by connecting consumer insights with industry knowledge and expertise, so as to provide users with instant, accurate and personalized fragrance products."
The launch of the co-creation model allows brands to be deeply involved in the fragrance creation process, said Givaudan, which offers human-computer fragrance co-creation in just five steps through "Creatogether": creative ideation phase including in-depth research and analysis, olfactive visual exploration, digital fragrance co-creation with AI instant sampling technology, commercialized fragrance submission and finally, new product validation, launch strategy and marketing plan.
Notably, this is not the first time that Givaudan has partnered with Tmall. 2021 saw the announcement of a new partnership with Alibaba's e-commerce platform Tmall to collaborate on the T-Lab Resource Innovation Lab.
The T-Lab Resource Innovation Lab will leverage Givaudan's leading fragrance creative solutions and production capabilities in China, powered by Tmall's consumer behavior data and partner ecosystem, to focus on helping brands develop new products from the ingredients company. It reduces end-to-end product development time to four weeks.
Yu Su, Director of Brand Marketing at T-Lab, said, "This partnership perfectly illustrates the ability for us to help brands succeed in the Chinese market by identifying new channels, and strategies, and we believe that our own data will complement the existing capabilities of industry leaders such as these, who will continue to shape the landscape of the Chinese fragrance market."
Comments