Givaudan launches iPhone App aimed at navigating fragrance maze

By Simon Pitman

- Last updated on GMT

Swiss fragrance ingredient player Givaudan has launched an Apple iPhone App aimed at helping younger consumers navigate the vast array of different fragrances on the market.

Consumers are increasingly confused by the vast number of fragrances on the market leaving them unable to decide which is the right fragrance to buy.

Adding to this confusion is the fact that fragrance purchases are increasingly being made over the internet, where it is far harder to define whether or not an untested product is going to be suitable or not.

Confusion leads consumers to stick with what they know

According to Givaudan, to get around this problem, many consumers stick to purchasing fragrances that they are already familiar with, a fact that means many new fragrances remain untested by potentially new consumers.

“Many people are so daunted by the choice that they walk away. Others simply buy the same perfume every time because it is a safe choice,”​ said Maurizio Volpi, marketing director at Givaudan Fragrances.

Givaudan set about researching into this problem and discovered that, while many new consumers are not buying into new fragrance launches for this reason, they still lap up new technology, particularly engaging i-Phone Apps that are being increasingly used as information tools.

Database of 4,000 fine fragrances

The iPerfumer App design is simple. It has been developed around a database of 4,000 male and female prestige fragrances derived from the Miriad 2.0, a programme that won this year’s FIFi Technological Breakthrough of the Year for Fragrance Creation & Formulation.

The App is available from the Apple Store free of charge and the programme functions once the user has created an individual profile designed to establish what sort of fragrance would be best suited to specific individuals.

Profiles can be developed for any number of individuals, whether friends or relatives or for personal use and are built up from algorithmic calculations derived from an individuals personal profile and fragrance preference.

Profiling latest launches and most popular fragrances

As well as profiling the very latest fragrance launches on the market, the App also highlights which fragrances have proved to be the most popular amongst buyers.

“This tool is a comprehensive representation of the fine fragrance market and we aim to update it on a quarterly basis to ensure that users have the right information about the latest launches,”​ said Givaudan spokesperson Linda Harman.

“The database covers all types of fine fragrances available on the market and is definitely not confined to products that contain ingredients supplied by Givaudan,”​ Harman added.

Related topics: Market Trends

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