Givaudan’s Miriad 2.0 Wins 2010 FiFi

The Fragrance Foundation has named Givaudan’s Miriad 2.0 as the winner of this year’s FiFi Technological Breakthrough of the Year for Fragrance Creation & Formulation, which recognizes innovation that helps to move the industry forward.

According to Givaudan, the honor and is an acknowledgement of its ability to bring the consumer voice to every phase of fragrance creation.

“I am delighted to see Miriad 2.0 honored bythe Fragrance Foundation. It gives me great satisfaction to see the work of many people at Givaudan acknowledged in this way,” said Michael Carlos, head of fragrances at Givaudan. “Consumer understanding is fundamental to successful fragrance design; itnourishes and enriches the creative process and ultimately, the potential of our clients’ brands.”

Miriad 2.0 supports fragrance creation for all product categories from fine fragrance to personal care to fabric and home care, bridging the communication gap between consumer and perfumer to facilitate brand success through a portfolio of tools that utilize the latest technology. Built on a web-basedplatform, this interactive portal into Givaudan’s portfolio of consumer understanding tools was rolled out in 2009.

Miriad 2.0 uses Motion Analytics to enable dynamic illustration of market history, current trends and olfactivepreferences. Olfactive insights come through a variety of tools including BlogTrek, an on-line tool that tracks thebuzz and sentiments that are exchanged between early adopters and passionate perfume users daily,and Anthropologist’s Nose, which provides a deep dive into the usage, habits, motives and cultural factors of consumers in developing markets, according to Givaudan.