Myrissi, acquired by Givaudan in 2021, developed patented artificial intelligence technology that translates fragrances into colors, patterns and images. As a result, consumers benefit from being able to better experience a fragrance's sensorial and emotional qualities.
With technology, consumers can now get a taste of what it might be like to experience synesthesia. The Myrissi algorithm promises to be a valuable tool for selling fragrances online, since many consumers make blind purchases.
Maurizio Volpi, President Fragrance & Beauty, said "Myrissi represents a step change for the Industry. As e-commerce remains the privileged channel for customers, we must answer their need of an olfactive digital experience, something impossible to address until now. With Myrissi, we allow consumers to 'smell’ visuals and colors that elicit the same emotions as the perfumes they are facing."
Sensorial Fragrance Decoders
Myrissi Allows Consumers to "Smell" Visuals and Colors
Trend Themes
1. Sensorial Technology - Expanding AI technology to translate sensory experiences has the potential to transform industries beyond fragrance.
2. Enhanced E-commerce - Myrissi's AI algorithm presents an opportunity to enhance online fragrance sales and improve customer experience.
3. Synesthesia Growth - As technology continues to advance, there is a potential for increased interest in synesthesia-inspired experiences.
Industry Implications
1. Fragrance - The fragrance industry has the potential to revolutionize their online presence and customer experience with the use of AI technology.
2. E-commerce - AI technology, like Myrissi's algorithm, has the potential to enhance the online shopping experience across a variety of industries beyond fragrance.
3. Marketing and Advertising - Synesthesia-inspired marketing approaches may provide new and unique opportunities for advertising and branding in various industries.