Givaudan’s Myrissi offers an artificial intelligence (AI)-powered method of translating fragrance into colour patterns to help market fragrance to consumers via e-commerce without them having to actually smell the scent.

The Myrissi algorithm has been combined with Givaudan’s 35-plus years of neuroscience research to deepen the understanding of consumers’ emotional mechanisms.

It is claimed to decode the spontaneous olfactory connection with colour, modelled on a database of more than 25,000 consumer tests.

Read more in Fragrance makers step-up digital scent design tools for consumer communication at Cosmetics Business.