Firmenich has introduced a line of laundry care fragrances that fuse artificial intelligence (AI) with human creativity.
The AI-augmented perfumer fragrances were presented at a customer Sensorium in Hangzhou, China during the China Cleaning Industry Association (CCIA) conference.
A key milestone in Firmenich’s digital transformation, the laundry fragrances open new paradigm for customers to create tailored fragrances. By using AI to generate prototypes, perfumers interact with, accelerate speed-to-market, and create fragrances that suit the nuances of each category and market, to deliver the appropriate emotional experience for each consumer.
The six AI-augmented perfumer fragrances for laundry care include:
- Liquid Detergent: described as a modern freshness inspired by body care fragrances with yuzu and a second fruity and flowery feminine sensorial concept fashionable in China now.
- Fabric Spray: described as a natural, sweet gourmand profile, proven popular in recent consumer research in China, as well as the same fruity and flowery liquid detergent scent adapted to a spray format.
- Powder Detergent: described as having a technical freshness and performance with sparkling, zesty China citrus and a second citrus cologne scent concept.
Valued just above $65 Billion, the global fabric detergent market is predicted to grow consistently over the next years. In China, the total detergent market over the past five years grew at 4.9% and was close to $10 billion last yeara.
The laundry category is experiencing the convergence of many recent trends: new expectations from conscious consumers, novel olfactive territories with complex formulation, emerging formats with technical challenges and enhanced sustainability requirements with stricter regulation. In this context, AI-augmented solutions help perfumers deliver additional value.
The AI technology featured in these new laundry fragrances was developed at Firmenich’s d-lab facility, on the campus of EPFL, the Swiss Federal Institute of Technology in Lausanne, Switzerland. The cross-functional team is developing creation tools for perfumers and fragrance developers, as well as intelligent models for laboratory and production teams.
“Firmenich is reinventing fragrance design,” said Ilaria Resta, president, global perfumery. “AI is now systematically empowering our perfumers to achieve their very best creations by identifying potential solutions across a complex combination of parameters, including olfaction, format, dosage, safety and sustainability.”
“Firmenich is using AI in augmented creation, prediction and optimization to provide bespoke sensorial experiences faster and more efficiently than ever before,” said Odile Pelissier, senior vice president, creation and development, global perfumery.
Vivian Wei Zhang, vice president, creative development center, North East Asia, explained: “The convergence of digital technologies and human creativity is a sweet spot for disruptive innovation. Through mutual learning and interaction, both perfumers and AI are growing and developing together.