Givaudan takes wellbeing to the next level with ‘Well&Be’, its multisensorial creative territory

Givaudan, the global leader in fragrance and beauty, announces the launch of ‘Well&Be’, its fragrance creation territory dedicated to wellbeing. 

In a global context where 64% of consumers consider themselves to work in an 'always on' culture causing physical and mental stress¹, and where 73% think a fragranced product should provide a mental escape², Well&Be addresses the depths and layers of human emotion in a diverse, inclusive and fast-evolving culture of wellbeing.

Well&Be draws upon Givaudan’s pioneering legacy, conjugating neuroscience expertise, consumer intelligence and digital innovation including both Myrissi™ and MoodScentz™+ artificial intelligence (AI) technologies to allow product creation to reach its fullest potential.

By pushing the boundaries of wellbeing understanding through renowned mood technologies and the principle of sensorial congruence, Well&Be helps define outstanding emotional product experiences for consumers, powered by fragrance, together with other product features, such as packaging colour.

Well&Be covers a territory of 92 moods and emotions structured around five archetypes:

• The Nostalgic – Feeling good through childhood reminiscence 
• The Transformer – Feeling good through self-achievement and transcendence 
• The Connector – Feeling good through connections with others 
• The Seeker – Feeling good through a taste for discovery and escapism 
• The Naturalist – Feeling good through connection with nature 

As a global multisensorial platform relevant for both fragrance composition and product storytelling, Well&Be serves as an advanced inspirational tool for Givaudan’s perfumers and unlocks new creative opportunities for our customers on an international scale.

“The uniqueness of Well&Be marks a step forward together with our customers in the wellbeing journey, across product categories," says Verena Nikoleyczik, Global Head of Development, Consumer Products. “Through this exceptional consolidation of expertise in decoding emotions, fragrance design and sensorial perception, Givaudan inaugurates a diversified response to consumer needs, enabling our perfumers to craft superior creations of high emotional value, beyond liking. Well&Be brings our customers closer than ever to consumers’ emotions, offering a truly memorable product experience.”

With this holistic creative approach grounded in science, Givaudan goes beyond the generic notion of wellbeing, and demonstrates its leadership and ambition in designing the future of wellbeing.

1. Cigna 360 Global WellBeing Survey –"Well and Beyond“ (2019)

2. G-Source, Wellbeing Study (2019)