Colgate-Palmolive, a multinational consumer products company, has turned to artificial intelligence (AI) to show how scents can be developed and experienced in new ways. It combined predictive analytics with user insights to evoke moods like happiness, love, relaxation, and delight.
Rafael Giganti, Senior Director of Fragrance Development at Colgate-Palmolive, they partnered with a fragrance house known for its AI-driven approach to creating enticing scents. “By leveraging billions of data points from consumer reactions to various stimuli, such as colors, images and smells, and brain scanning output, the Fragrance Development and Brand teams determined the ideal blend of ingredients to create the desired effect.”
Colgate-Palmolive achieved a perfect balance between machine data analysis and human craft. The company also conducted consumer tests for each fragrance. Giganti explained that the algorithm predicts a certain percentage of the enhancement of the specific emotion that the fragrance was created for. The predictions became Palmolive Aroma Essence, which offers a range of fragrances:
- Ultimate Relax (lavender and ylang-ylang)
- Alluring Love (rose and peony)
- Sweet Delight (berries and figs)
- Forever Happy (frangipani and neroli)
Palmolive Essence will continue to leverage AI to refine its products, and find innovative fragrance combinations. Giganti said the potential for creating more personalized and effective fragrances becomes limitless for Palmolive’s entire brand portfolio. The company has also implemented multi-tiered AI training to empower its employees to responsibly leverage AI technologies. It enhances employees’ capabilities, improves effectiveness, and fosters job enrichment.
Kli Pappas, Global Head of AI and Senior Director of Predictive Analytics at Colgate-Palmolive, said the company is leveraging AI to transform how it innovates, operates and connects with consumers while prioritizing ethical and responsible AI practices. Colgate-Palmolive is focused on the new ways that AI can advance their purpose of reimagining a healthier future for all people, pets and the planet.
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