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Friday, July 1, 2022
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Perfumery: Givaudan creates an innovation laboratory with Tmall (Alibaba)


Givaudan, a global flavor creation specialist, has entered into a unique partnership with Tmall, Alibaba Group's consumer e-commerce (B2C) online platform, to launch the T-Lab source innovation lab and seize digital opportunities in flavor creation in China.

The T-Lab source innovation lab will build on Givaudan's state-of-the-art aroma creation solutions and production capabilities in China, amplified by Tmall's consumer behavior data capabilities and partner ecosystem.

Maurizio Volpi, President of Parfums et Beauté: "This collaboration with Tmall in China is a great step in our commitment to promote digital innovation in the perfumery industry. This type of initiative is essential for Givaudan's 2025 strategy: broadening and deepening strategic relationships with suppliers, start-ups and partners, while improving collaboration and co-creation with customers to design innovative solutions for the future. Access to Tmall's consumer data will allow us to be at the forefront of trends and very quickly design products for existing and emerging Tmall brands,"

Tmall's first innovation partner in perfumery, Givaudan will receive aroma-related opportunities at the idea creation stage and will have access to Tmall's brand ecosystem as well as its data capabilities, such as the online research module of Tmall's Innovation Center. This unique opportunity will increase the total design time of fine perfumery products from 40 to 4 weeks, a duration optimized to seize digital opportunities.

Yaling Li, Director of Perfumes China and Korea, said: "We have been observing the development of the perfumery market for thirty years in China. There is a strong demand today for locally designed products. The T-Lab partnership allows us to anticipate consumer trends by leveraging behavioral data to quickly deliver innovative and original product offerings and supporting the major pillars of Givaudan's digital strategy in China. »

This exclusive partnership will allow Givaudan to design new product development proposals jointly with online merchants such as Tmall and its partners, before offering them to its customer brands.

Yu Su, who is the general manager of brand marketing at T-Lab, explains: "This collaboration is a perfect example of our raison d'être, which is to help brands succeed in the Chinese market by defining new channels and strategies. We believe our insights and data will complement the existing capabilities of industry leaders like Givaudan to continue shaping the perfumery sector in China. »

This one-of-a-kind collaboration has already produced a new line of fragrances inspired by the Classic Chinese literature "Peregrination to the West", including two eaux de parfum, a reed diffuser and creams for the hands and body. These products were developed following the nine-step accelerated process, which goes from data retrieval to the manufacture of the final product prototype, making this new process a new industry benchmark for collaborative innovation.

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