As part of its long-term strategy to expand its capabilities in artificial intelligence, the Swiss manufacturer Givaudan announced its intention to acquire the French start-up Myrissi. Founded in 2014 and based near Nancy, France, Myrissi has developed a patented AI technology that can translate fragrances into colourful patterns and images that are relevant to the consumer and can predict the emotional response of the end consumer.

The link between colours, emotions and fragrances was modelled on a database of more than 25,000 consumer tests. This unique consumer-focused approach allows Myrissi to support the development of fragrances that perfectly reflect customers’ marketing projects. The emotional impact of a product is enhanced by avoiding the cognitive dissonance that occurs when sensory messages are not perfectly coherent. The uniqueness of the product and the brand identity are therefore amplified and this helps consumers to select a fragrance in-store or via e-commerce channels.

Maurizio Volpi, President of Givaudan Fragrance & Beauty said :

“The acquisition of Myrissi is aligned with our long-term Fragrance & Beauty strategy; their expertise in AI will help us to offer our customers new approaches to visual and verbal storytelling to consumers. This is particularly important at a time when e-commerce is booming. Our mission will be to help our clients evoke the scent of their products in the most inspiring way, helping consumers choose the product that best suits their preferences.

Muriel Jacquot, Founder of Myrissi added:

“We are very proud to join Givaudan and to bring the platform we have successfully developed over the last ten years. We strongly believe that this is a great opportunity to expand our digital expertise by offering remarkable fragrance stories that will resonate emotionally with consumers.

Terms of the transaction will not be disclosed and Givaudan intends to finance the transaction from existing resources. The planned acquisition remains subject to formal regulatory approvals and the transaction is expected to close in the first quarter of 2021.

Translated from La start-up française Myrissi rachetée par le fabricant de parfums Givaudan