Givaudan uses online game to raise awareness about scents creation

Givaudan, the global leader in fine fragrance, is presenting Guardians of Memories, an interactive and educational game available on Roblox, immersing future fragrance consumers from Gen Z and Alpha in the world of olfactory creation. With this game, players will embark on a captivating adventure that explores the powerful connections between scents, memories, and emotions.

Available on Roblox – the most important gaming platform in the world with 90 million daily players – Guardians of Memories has been designed to resonate with young consumers in their preferred digital environment, to tap into the momentum of their interest in perfumes.

Givaudan aims to demystify fragrances by allowing individuals to experiment with perfume ingredients and composition through gamification. (Photo source: Givaudan)

Anne Tayac, Head of Givaudan Business Solutions, says: “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. 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.”

Arnaud Guggenbuhl, Head of Global Marketing Insight & Image Fine Fragrance, noted that: “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. 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.”

The success of this project relies on a close collaboration between the Givaudan Marketing & Digital Innovation teams, the Givaudan Digital Factory, as well as its external partners Digitalli, an expert in digital strategy, and Novelab, a pioneer in creating immersive adventure.

"Among the wide range of innovative projects we develop for our customers, the Givaudan project stands out for its deep commitment to education and the transmission of olfactory expertise," explains Marine Le Gall, co-founder of Digitalli.

Givaudan aims to demystify the fragrance world by allowing individuals to experiment with perfume ingredients and composition through gamification. Utilizing the Roblox ecosystem, Givaudan provides a secure platform for young people to learn, interact, and share their discoveries, fostering a community of future perfume enthusiasts.