Givaudan has opened a new ‘Digital Space’ at its Shanghai Fragrance & Beauty site. The company said that this “will enable its digital innovation teams "to co-create the products and services of tomorrow".
Givaudan already has a similar concept in Paris in the form of its ‘Digital Factory in Paris, which opened in 2009. This brings together different areas and tools to boost innovation and explore new ideas, notably:
- The Sensory Hub, a multi-sensorial experience for the creation of instant samples
- The Virtual Reality room, offering immersive experiences with audio, visual and sensory dimensions; and
- Co-creation spaces for both fragrances and flavours, where advanced technologies are applied “to transform ideas into reality”
Givaudan has also reached an agreement to acquire Custom Essence, a family-owned fragrance creation house that is based in New Jersey. Custom Essence employs about 70. Terms were not disclosed but it is known that the firm turns over about $40 million/year.
Custom Essence specialises in the formulation of natural fragrances. Maurizio Volpi, president of Givaudan Fragrance & Beauty said that buying it “fits perfectly with our 2025 strategy to expand our presence with local and regional customers and grow our capabilities in natural perfumes”.
