Givaudan reveals the future of fragrances and flavors at Vivatech 2025

Givaudan, a global leader in fragrance and flavor creation, is pleased to announce its participation at Vivatech 2025 , which will take place in Paris from June 11-14. For the first time at this event, Givaudan will address the transformative theme of reinventing the “olfactory narrative” in the fragrance industry, highlighting how its latest digital advancements are reshaping the way perfume brands interact with consumers.

Several innovations related to the digitalization of the flavor industry will also be presented, such as Myromi™ and Customer Foresight . Givaudan invests in digital tools that translate consumer insights into actionable discoveries, enabling the creation of food and beverage products with faster development and greater potential for commercial success.

Gilles Andrier, chief executive officer of Givaudan, said, “We are proud to be at Vivatech 2025, where we can showcase our latest digital innovations for the fragrance and flavor sectors. Our presence reflects our commitment to exploring new ways of connecting with consumers, leveraging technology to enrich their olfactory experiences. We believe that by reinventing the way we talk about scent and flavor, we can create a more meaningful dialogue between brands and consumers.”

David Kunau, Global IT director at Givaudan, added, “As we navigate the digital landscape, our focus is on using technology to drive creativity and innovation in the fragrance and flavor space. At Vivatech 2025, we want to showcase how digital tools can empower consumers to connect with scents and flavors in unprecedented ways, transforming their sensory journey into an immersive and interactive experience.”

The digitalization of olfactory storytelling is essential to the future of the fragrance category. With the explosive growth of social shopping, influencer marketing, digitally native brands and vibrant fragrance communities on platforms like TikTok, a significant portion of interactions between brands and consumers — especially Gen Z and the emerging Gen Alpha — will happen in the digital realm.

Givaudan will present its groundbreaking Guardians of Memories project, a fragrant odyssey launching in January 2025. This pioneering initiative invites participants to delve into the complex art of perfume creation, allowing them to explore the emotional connections linked to scents. Through interactive experiences, visitors will learn to express their olfactory preferences and stories, fostering a deeper understanding of the art of perfume. The project seeks to connect scent and storytelling, allowing consumers to experience fragrances in an immersive way — without relying on traditional smell.

In addition to Guardians of Memories, Givaudan will showcase the Scent Piano , a unique solution designed to transform the fragrance retail experience. This interactive device combines technology and perfume, allowing consumers to explore a symphony of fragrances through a playful interface. By playing notes on the mini piano, users unlock unique scent combinations, transforming fragrance discovery into an immersive and memorable sensory experience that resonates with the emotional power of scents.