يحاول ذهب - حر
SCENT of SUCCESS
November 15, 2024
|The Straits Times
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
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.
هذه القصة من طبعة November 15, 2024 من The Straits Times.
اشترك في Magzter GOLD للوصول إلى آلاف القصص المتميزة المنسقة، وأكثر من 9000 مجلة وصحيفة.
هل أنت مشترك بالفعل؟ تسجيل الدخول
المزيد من القصص من The Straits Times
The Straits Times
Award-winning child star Ivory Chia makes movie debut
At an age when most children are still figuring out their favourite subjects in school, Ivory Chia is juggling movie premieres, media interviews and homework with ease.
4 mins
February 16, 2026
The Straits Times
FOREVER YOUNG REWRITES HISTORY IN $25M SAUDI CUP
Japan’s timeless champion becomes first horse to win the world’s richest race twice
4 mins
February 16, 2026
The Straits Times
Toilets Make them easier to locate with clear signage
Why am I seeing more and more toilet signs that are inconspicuously displayed, artistically cryptic and dimly lit?
1 min
February 16, 2026
The Straits Times
Rising cost of World Cup broadcast rights and subscriptions
Mediacorp's announcement that it has secured the rights for the 2026 World Cup is a move away from previous editions in 2018 and 2022, when there was a three-way partnership between the national broadcaster and local telcos StarHub and Singtel.
1 mins
February 16, 2026
The Straits Times
Cat Lucifer is an inspiration for Rurusama
The cosplayer-actress drew on her Siberian munchkin's personality for her film debut as a mahjong master in Luck My Life
3 mins
February 16, 2026
The Straits Times
Kim completes comeback with first title in 16 years
An “overwhelmed” Anthony Kim outplayed two-time Major winner Jon Rahm to capture his maiden LIV Golf title on Feb 15 and first on any tour since 2010 to complete an amazing redemption story.
2 mins
February 16, 2026
The Straits Times
To recognise or not? Behind ASEAN’S lack of consensus on the Myanmar polls
Prioritising national interests over collective unity has led to an impasse: Analysts
7 mins
February 16, 2026
The Straits Times
Zulfikri leaps to the top of Ipoh log after bagging hat-trick of wins
A brilliant hat-trick on Feb 14 has propelled Zulfikri Salim to the top of the jockey’s table in Ipoh, something he could not have envisioned at the start of season 2026.
2 mins
February 16, 2026
The Straits Times
Americans are paying the bill for tariffs, despite Trump's claims
US President Donald Trump has frequently claimed that foreign countries were paying for his tariffs, not Americans.
3 mins
February 16, 2026
The Straits Times
Delightful night with Bach and Schumann
Hungarian conductor Gabor Takacs-Nagy stepped in for an unwell Mario Venzago, but the programme of two J.S. Bach keyboard concertos and Robert Schumann’s Symphony No. 2 remained, surely to the delight of the audience, eager to hear the Singapore Symphony Orchestra (SSO) take on music of a relatively smaller scale.
2 mins
February 16, 2026
Listen
Translate
Change font size
