Through the acquisition, Givaudan takes on Myrissi s E-COs Technology - a sensory translator able to connect fragrance, colour and emotion together using a powerful AI-powered database and deep learning technologies (Getty Images) Fragrance-flavour major Givaudan will acquire French artificial intelligence (AI) firm Myrissi to take on its cutting-edge sensory translating tech that connects smell, colour and emotions, enabling innovative storytelling and fresh consumer engagement around fragrances.
The move formed part of Givaudan’s long-term strategy to expand its AI capabilities.
The acquisition of Myrissi centred around its
E-COs Technology – an AI-powered sensory translator that used deep learning technologies to navigate sight, olfaction and emotion and translate all types of smells, perfumes and aromas into colours and emotions and vice versa.
The global partnership with MDR Brand Management will be focused on creating extensions for the two flagship mega brands: Revlon and Elizabeth Arden (Image: Revlon) International beauty major Revlon has partnered with MDR Brand Management to create a global brand extension strategy that takes it into new spaces and drives deeper consumer engagement across the EMEA, APAC and Americas.
The long-term, exclusive global partnership with MDR Brand Management will focus on growing Revlon Consumer Products Corporation’s flagship mega brands Revlon and Elizabeth Arden. This growth would be achieved via various brand extensions – new product launches, wider retail reach, and fresh consumer engagement projects, among others – some of which would be designed to take Revlon and Elizabeth Arden beyond their core reaches.
The L Oréal Water Saver system is already available in select NY salons, with a Paris and global salon rollout primed for this year and next; the at-home variant will launch at a later date (Image: L Oréal) International beauty major L’Oréal has co-developed a smart hair care system with Swiss environmental innovation company Gjosa that blends and distributes product in a way that ensures water savings of up to 80%.
The L’Oréal Water Saver system was unveiled last week at the Consumer Technology Association (CES) 2021 tradeshow – held online this year due to COVID-19 – and was already available in select L’Oréal salons in New York, USA. The system would be made available in select salons across Paris, France, from next month, with a global rollout planned across the rest of this year and 2022.
Industry has to closely consider the EU Single Market for Digital Services proposal, issued in December last year, and continue its fight on derogations and extensions on the upcoming microplastics restriction under REACH (Getty Images) The European Green Deal will be the biggest policy challenge for the cosmetics and personal care industry in 2021, but industry must also focus on upcoming change around microplastics and digital services, says the director-general of Cosmetics Europe.
Industry will continue its fight to be recognised as ‘essential’ to consumer lives in the coming year, as European Green Deal strategies come into force in 2021 – notably the Chemicals Strategy for Sustainability which held essentiality as one of its guiding pillars.
The future of beauty retail will see a unified commerce approach connecting online and offline that relies on data to provide highly tailored shopper journeys, experiences and products, says Simon Hathaway, EMEA MD of retail strategy agency Outform.