Firmenich, one of the world's largest privately-held perfume and flavoring companies, launched the first laundry care fragrances combining artificial intelligence and human creativity. Presented at the China Cleaning Industry Association (CCIA) conference in Hangzhou, China, the artificial intelligence perfumes are an innovation for a wide range of products such as liquid detergents, powder detergents and detergents. textile sprays.
“Firmenich is reinventing the art of perfumery, ” said Ilaria Resta, President of the Perfumery Division. Now, AI enables our perfumers to achieve their best creations by identifying potential solutions through a complex combination of parameters, including olfaction, format, dosage and durability. "
“Firmenich uses AI for creation, prediction and augmented optimization to deliver sensory experiences faster and more efficiently than ever before,” explains Odile Pelissier, senior vice president of creation and development in perfumery .
A key step in Firmenich's digital transformation, linen care fragrances open a new paradigm allowing customers to create personalized and tailor-made fragrances. Using AI to generate compelling prototypes, perfumers interact with technology, accelerate time to market, and create fragrances that match the specifications of each category and the nuances of each market to provide an appropriate emotional experience for each consumer. .
The six scents from AI for laundry care are:
- Liquid detergent: a modern freshness inspired by perfumes for body care with yuzu, a renowned Chinese ingredient, and a second concept that is more feminine, fruity and flowery, at the heart of current Chinese trends.
- Textile spray: a natural, gourmet and sweet profile, the notoriety of which has been confirmed in consumer studies in China, then the same scent as the fruity and flowery liquid detergent suitable for a spray format.
- Powder detergent: freshness and technical performance with sparkling citrus fruits from China, as well as a second fragrance concept Citrus Cologne.
Valued at just over US $ 65 billion, the global laundry detergents market is expected to grow steadily over the next few years. In China, the total laundry market has grown 4.9% over the past five years, to around US $ 10 billion last year. The laundry care category is at the intersection of many current trends: new expectations of consumers concerned about ecological issues, new olfactory territories with complex formulation, emerging formats with technical challenges and reinforced sustainability requirements with stricter regulations. In this context, Firmenich employees claim that the formulas offered by AI help perfumers to provide added value.
Vivian Wei Zhang, vice president of the creative development center based in Northeast Asia, explains: “The convergence of digital technologies and human creativity brings disruptive innovation. Through mutual learning and interaction, perfumers and AI develop and grow together. Through our iterative, testing and learning approach, we increase our capabilities in fragrance creation. "
By harnessing the power of AI and over 50 years of fragrance data, including scientific research, consumer insight, production and sales, Firmenich is reinventing fragrance design through augmented creation. The AI technology used in these new laundry care fragrances was developed in the premises of the d-lab, located on the campus of EPFL, the Federal Polytechnic School of Lausanne, Switzerland. The d-lab connects Firmenich perfumers around the world with experts in digital technology to influence the creation, optimization and performance of formulas. The multi-functional team develops AI-enriched creation tools for perfumers and fragrance developers, as well as smart models for laboratory and production teams.