Givaudan, the global leader in fine fragrances, unveils its new Creative Vision,“What is love?”, translating Gen Z’s love and seduction language intoolfactive creations to be showcased in an immersive experience.

With 73% of 16-24 year olds in the US, and 68% in France respectively of the belief that fragrance is the decisive factor that seals the deal with their crush(1), “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 andunbridled emotion.

Discover the official "What is love?" video!

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances and develop beauty and wellbeing solutions that make people look and feel good. In 2022, Givaudan employed almost 16,700 people worldwide and achieved CHF 7.1 billion in sales with a free cash flow of 6.7%. With a heritage that stretches back over 250 years, we are committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at:
About Givaudan Fragrance & Beauty
Givaudan Fragrance & Beauty craft inspired fragrances to perfume lives and memories, and develop innovative beauty and wellbeing solutions that make people look and feel good all over the world. Nature is both our responsibility and our most precious muse. We are just as committed to sustainability as we are to creating innovative products that satisfy consumer needs and anticipate their desires. With a collaborative approach that favours co-creation, we have built a diverse portfolio across personal care, fabric care, hygiene, home care, fine fragrances, and beauty, reflecting our multidisciplinary expertise. This is Givaudan. Human by nature. Learn more at
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