Tmall, Givaudan Partner for Accelerated Scent Creation in China
PARIS – Tmall, Alibaba’s business-to-consumer platform, and Swiss fragrance and flavors supplier Givaudan have partnered to create the T-Lab Source Innovation Laboratory for accelerated fragrance development for China.
In China – where fragrance remained unpopular for many years after the Cultural Revolution in the Sixties – there is currently a significant resurgence of interest in perfume.
The T-Lab will be able to shorten a fragrance product’s development time to four weeks, compared with the traditional 40 weeks, which is more in keeping with fast-paced digital opportunities of today.
“The T-Lab Source Innovation Laboratory will leverage Givaudan’s leading creative fragrance solutions and production capabilities in China, powered by Tmall’s consumer-behavior data capabilities and ecosystem of partners,” Givaudan said in a statement Thursday.
How the exclusive partnership works is that Givaudan is to receive a fragrance brief at the ideation stage, then have access to Tmall’s brand ecosystem and access data-led capabilities, such as Tmall Innovation Center’s online research model.
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Givaudan will be able to co-build new fragrance products with e-retailers such as Tmall and its partners before offering them to the supplier’s brand customers.
The first fruit of the partnership is a series of scents inspired by the Chinese classic novel “Journey to the West.” The line includes two eaux de parfum, a reed diffuser, and hand and body creams. They were created through an accelerated nine-step process.
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