FOLLOW YOUR NOSE: To raise awareness of perfume creation among Gens Z and Alpha, Givaudan is launching today its game, called Guardians of Memories, on Roblox in the U.S.
The Swiss fragrance and flavors supplier’s game is interactive and educational, allowing players to experiment with perfume ingredients and composition. The premise is that in a made-up land inhabitants lost their memory and fragrance is their only means to regain it. A mysterious fog circulating devours everything it touches and is a danger to the creatures living in this eye-catching world saturated in color.
Fragrance’s invisibility makes it less selfie- and screen-friendly than other beauty product categories, so makers look for ways to build up knowledge of it online, especially among the younger set making up consumers of tomorrow.
Givaudan launched Guardians of Memories in France on Jan. 29, and so far it has garnered 53,000 visitors, while 471 people have made it a favorite.
Givaudan has launched Guardians of Memories on Roblox in the U.S.
Guardians of Memories’ scented Odyssey introduces game-players to olfactive ingredients; cute, gentle, bobble-headed characters each with different characteristics; quests; fragrance recipes; formulations, and tutorials.
“In alignment with our 2025 global digital strategy, we are committed to pioneering innovative and disruptive solutions that will maintain Givaudan as the creative partner of choice in our industry,” said Anne Tayac, head of Givaudan business solutions, in a statement. “The introduction of Guardians of Memories marks a significant step forward in shaping the future of our fragrance business, empowering the next generation to appreciate the art of perfumery. Additionally, we recognize that digital transformation is essential for deepening our understanding of consumers’ needs, enabling Givaudan to consistently deliver exceptional products.”
“With Guardians of Memories, we aim to engage the younger generation in an innovative, playful and educational manner, using their own cultural codes to highlight the richness of olfactory craftsmanship,” continued Arnaud Guggenbuhl, head of global marketing insight and image fragrance. “We place intellectual value and the artisanal skills that lie within the fragrance houses at the heart of the experience, transforming each perfume creation into more than just a product.”
Guardians of Memories was also created with Givaudan’s external partners Digitalli and Novelab.
Roblox is the largest gaming platform worldwide, with 90 million daily players.
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