Givaudan has launched DigiPulse, an olfactive social listening tool designed to collect and decode consumers’ online spontaneous comments about fine fragrances.
Powered by artificial intelligence (AI), DigiPulse collects the voices of consumers using a special algorithm that captures and analyzes their views with a 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 categorizes more than 2.5 million online comments across a range of social networks. Its customization allows Givaudan experts to analyze the data gathered to easily identify consumers’ olfactive perspectives and preferences. The data is transferred to teams to analyze 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.
The intel will allow Givaudan to integrate consumers’ immediate responses related to a fragrance or to specific ingredients directly into the creation process, which is crucial for brand development and scent innovation.
DigiPulse is currently being used in France and will be launched in the United States in the forthcoming months, followed by a global roll-out in 2022.
Arnaud Guggenbuhl, head of global marketing insight and image, said, “DigiPulse is a digitally strategic way of capturing feedback from consumer’s 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 that will continue to inspire consumers around the world.”