SCENT of SUCCESS

Luxury brands are sniffing out opportunities in the booming fragrance market, as they go to heady lengths – even debuting AI-generated scents – to earn customer loyalty

- Louisa Lim

INNOVATION IN BLOOM: PRADA'S AI-GENERATED SCENT

The Italian luxury label has long pushed the boundaries of fashion. Now, it is bringing that same avant-garde spirit to the world of fragrance with the introduction of Virtual Flower, a scent derived from a flower that does not exist.

One of the world's first artificial intelligence (AI)-created scents, Virtual Flower from the Paradoxe line represents a bold step forward in blending technology and artistry.

Mr Isaac Ip, group product manager for Prada Beauty, says: "AI is one of the tools we use to innovate, but it's not the creator. The heart of the fragrance comes from the human creativity behind it. We wanted to push the boundaries of what's possible while keeping the essence of Prada - always unexpected, always fresh."

The creation of Virtual Flower began with an intention to reimagine jasmine, a beloved note in perfumery often appearing in floral fragrances due to its rich, sweet scent.

But Prada's vision was different. It wanted to push the boundaries of jasmine's traditional scent profile to offer a fresher, airier yet long-lasting interpretation - one that embodies the modern woman. This is where AI entered the picture.

The brand partnered Givaudan, a Swiss fragrance house that has become the world's largest company in the flavour and fragrance industry, using AI to analyse thousands of jasmine vials. AI had suggested unexpected combinations of raw materials in varying quantities, enabling Givaudan's master perfumers Nadege Le Garlantezec, Shyamala Maisondieu and Antoine Maisondieu to venture into uncharted olfactory territory.

"With AI's help, they were able to explore new interpretations of jasmine that wouldn't have been possible otherwise," says Mr Ip.