Givaudan, the global leader in fragrance and beauty, uncovers Geogaia™, translating the luscious and multifaceted scent of Petrichor, which is defined as the smell that comes from the ground when rain falls after a dry period.
Geogaia™ overcomes the challenges associated with recreating the complex smell of Petrichor, and brings the most authentic olfactive translation of this beloved scent, providing green, earthy and watery tonalities to the fragrances.
The result of a holistic work approach combining perfumery expertise and consumer understanding, the emotional resonance of Geogaia has been supported by the Givaudan Proprietary Mood Portraits™ 2.0 testing approach and InSituScanz™ brain imaging exploration.
New creative perspectives for various categories
Rooted in nature, Geogaia has a 100% biodegradable formula, providing a planet-friendly experience. It enriches Givaudan’s successful Gaia collection, featuring Phytogaia™, capturing the wellbeing benefits of molecules emitted by forest trees, and Thalassogaia™, mimicking the composition of the marine environment, developed according to our Naturality Guide™ principles.
Stéphanie Martin, Home Care Category Director, says: “Demonstrating the emotional dimension of this new creation, 81% of consumers observed an “After the Rain” olfactive effect in the compositions containing a significant level of Geogaia™, describing a pleasant natural outdoor sensation.1 Being the most accurate translation of this universally evocative wet weather smell, Geogaia™ opens new creative perspectives, across all product categories.”
Geogaia™ aligns with Givaudan’s objective of achieving a biodegradable fragrance palette by 2030, and supports the Company’s broader ambition of being climate positive by 2050.
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