Givaudan, the world's leading fragrance and beauty company, announces the launch of "Well&Be", its fragrance creation territory dedicated to well-being.
In a global context where 64 % of consumers feel they work in an "always on" culture that causes physical and mental stress, and 73 % believe a scented product should provide a mental escape, Well&Be addresses the depths and layers of human emotion in a diverse, inclusive and rapidly evolving culture of wellness.
Well&Be builds on Givaudan's pioneering heritage of combining neuroscience expertise, consumer intelligence and digital innovation, including the artificial intelligence (AI) technologies Myrissi and MoodScentz+, to enable product creation to reach its full potential.
By pushing the boundaries of understanding wellness through renowned mood technologies and the principle of sensory congruence, Well&Be helps define exceptional emotional product experiences for consumers, fueled by scent, as well as other product characteristics, such as package color.
Well&Be covers a territory of 92 moods and emotions structured around five archetypes:
- Nostalgia : Feeling good thanks to childhood memories
- The Transformer: Feeling good through self-transcendence
- The Connector: Feeling good through connections with others
- The researcher: Feeling good thanks to a taste for discovery and escape
- The naturalist: feeling good about your connection to nature
As a relevant global multi-sensory platform for fragrance composition and product storytelling, Well&Be serves as an advanced inspiration tool for Givaudan's perfumers and opens up new creative opportunities for our customers worldwide.
" The uniqueness of Well&Be marks a step forward with our customers in the wellness journey, in all product categories " Verena Nikoleyczik, global head of consumer product development, says. " With this unique consolidation of expertise in emotion decoding, fragrance design and sensory perception, Givaudan is pioneering a diversified response to consumer needs, enabling our perfumers to develop superior creations with high emotional value, beyond mere pleasure. Well&Be brings our clients closer than ever to the emotions of consumers, offering a truly memorable product experience. "
With this holistic creative approach rooted in science, Givaudan goes beyond the generic notion of wellness and demonstrates its leadership and ambition in shaping the future of wellness.