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What is love

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

What is love
what is love

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

What is lOVE

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 !

What is love


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