Client : Givaudan | Scenography | Design | Event | Artistic Direction & Production
‘What is love?’: Givaudan’s olfactive exploration of Gen Z’s love codes
Event created, design and produced
by Agence Vanessa Touati.
Unfiltered, unstaged and inclusive: as the rules of attraction evolve, Givaudan perfumers deliver a fragranced interpretation of love and seduction, as understood by Gen Z
Givaudan, the global leader in fine fragrances, unveils its new creative vision, ‘What is love?’, translating Gen Z’s love and seduction language into olfactive creations to be showcased in an immersive experience.
With 73% of 16-24 year olds in the USA, and 68% in France respectively of the belief that fragrance is the decisive factor that seals the deal with their crush¹, ‘What is love?’ brings to life Gen Z’s take on love and seduction, within the context of unfiltered digital exposure. With 3.9 billion views garnered under the hashtag #PerfumeTok on TikTok, fragrance proves important when it comes to the emotional expression of Gen Z.
‘What is love?’ is the result of extensive research, driven by consumer insights and monitoring of social media, ensuring the most accurate and nuanced olfactive expression of these new love codes which prioritise inclusivity and unbridled emotion.
Givaudan’s perfumers drew on their boundless creative freedom to translate Gen Z’s search for authenticity and caring love into never-before-smelled fragrance compositions
Givaudan’s olfactory odyssey
into Gen Z’s love codes
New-York . 57 th avenue
New-York Build : @Vertdegris
Experience Olfactive "Drop Of Tears" by Charline Ronzon-Jaricot
Photos Credit : @vanessatouati @ Givaudan
What is love in Paris !
Photos Credit : @vanessatouati
What is love in Sao Paulo !
From New-York to Shangai
Taking place at Tank Shanghai between 14 – 24 May, this activation unveils
#GenZ’s codes of love and seduction via olfactive means, in the presence
of Givaudan Perfumers Jasmine Liu and Carine Certain-Boin! From the ‘Ideal Boyfriend’ to ‘Digital Connection’, explore nine zones fragranced by talented perfumers to evoke a variety of romantic themes.
Digital
