Givaudan launches olfactive social listening tool DigiPulse

The special algorithm focuses on olfactive data, revealing insights into different aspects of fragrance, beyond the more obvious social comments around packaging, marketing or advertising

Fragrance and flavour expert Givaudan has launched DigiPulse, claimed to be the first olfactive social listening tool designed to collect and decode consumers’ online comments about fine fragrances.

The AI-powered DigiPulse uses a special algorithm to collect the voices of consumers, and capture and analyse their views with a unique focus on olfactory-driven perceptions.

Givaudan perfumers can then use the decoded olfactive data to tailor their fragrance creations to consumers’ needs.

DigiPulse is said to categorise more than 2.5 million online comments across a range of social networks.

The most differentiating element of the tool is its ability to focus on the olfactive data, revealing insights into different aspects of the fragrance itself, on top of more obvious comments around packaging, marketing and advertising.

“DigiPulse is a digitally strategic way of capturing feedback from consumer’s online posts on their impressions of fragrances they’ve used or experimented with in their everyday lives,” said Arnaud Guggenbuhl, the company’s Head of Global Marketing Insight and Image.

“The new olfactive tool, which uses AI, will allow us to gather instant unfiltered consumer feedback. Most importantly, it will enrich the way we craft perfumes that will continue to inspire consumers around the world.”

DigiPulse is currently being used in France and will be launched in the US in coming months before a global roll-out in 2022.

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Givaudan Active Beauty (more information, website)