September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

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Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

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Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

Collecting Consumer Feedback On Fragrances Via The iPerfumer Apps Market Research In The Mobile World Congress – Berlin, September 2014

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Connecting with and Understanding the Digital Consumer The Rise of the Mobile Consumer (Dec 2012)

Source : http://visual.ly/how-mobile-revolution-changing-retail

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The Connected, Social World Provides a

Unique Market Research Opportunity

The Connected, Social World Provides a

Unique Market Research Opportunity

1 Billion + FACEBOOK USERS

6 billion

DEVICES CONNECTED

TO THE INTERNET

500 million

AVERAGE TWEETS

PER DAY

Connecting with and Understanding the Digital Consumer Technology Trends (2014)

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Connecting with and Understanding the Digital Consumer Givaudan Digital Strategy

DIGITAL ADVANTAGES

FOR GIVAUDAN

LARGE scale data

collection

Observing consumers in REAL LIFE

Context

HOLISTIC approach

Deep INTIMACY with a large number of

people

CONSTENT consumer reactions

INDIRECT ways to collect

accurate data

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Collect & Analyze

Connecting with and Understanding the Digital Consumer Givaudan Digital Road Map

Listen & Learn

Through our proprietary social media

mining, our developers can

incorporate near-time consumer

sentiment and taste preferences in

fragrance development.

Social Mining & Analytics

Our portfolio of award-winning

applications helps to educate

consumers on the fragrance category.

The apps also provides real time

global data on consumer behavior

and preference.

Apps & Devices

Engage & Connect

Dialog with broad communities

of fragrance & CP users from a

large number of countries in real

time to gain and validate ideas

Social Media, Blogs &

Communites

A Unique Set Of Platforms Supporting Fragrance Creation

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Engage & Connect Through Proprietary Communites

Digital Consumer Testing Platform: First Private Consumer communities dedicated to

fragrance development in personal & home care allows

for immediate guidance and new insights on projects.

Forward Thinking Social Influence Tool: Answers on our "big" questions

Explore new fragrances in usage at home

Gain proactive knowledge on olfactive preferences and

unmet needs

Unique story telling with real consumers reactions

(videos)

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What Happen If A Candle Sent Is Not Strong Enough?

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Collect & Analyze

Connecting with and Understanding the Digital Consumer Givaudan Digital Road Map

Listen & Learn

Through our proprietary social media

mining, our developers can

incorporate near-time consumer

sentiment and taste preferences in

fragrance development.

Social Mining & Analytics

Our portfolio of award-winning

applications helps to educate

consumers on the fragrance category.

The apps also provides real time

global data on consumer behavior

and preference.

Apps & Devices

Engage & Connect

Dialog with broad communities

of fragrance & CP users from a

large number of countries in real

time to gain and validate ideas

Social Media, Blogs &

Communites

A Unique Set Of Platforms Supporting Fragrance Creation

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Collect & Analyze Consumer Insights Through Apps & Devices

Potential Consumer Needs

Building A Givaudan Apps: Identifying The Job To be Done

What does a consumer’s journey

look like?: usage of Home

Fragrances?

What should it do?

Who would use it?

For which purpose?

Who can build it for us?

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Collect & Analyze Consumer Insights Through Apps & Devices

Potential Consumer Needs

The Consumer: Heavy Users who represent small percent of

the population but spend a lot on fragrances

Need independence, uniqueness and

participation in decision purchase process

The Market: Fragmented

category with

many launches

and seasonal

portfolio

The Solution:

Create a platform specifically for heavy users to find products that best match their fragrance preferences and introduce them to additional formats of their favorite products

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OBJECTIVES

Explore, Find and Shop for specific products (fine fragrances and air fresheners)

Grow the category improving consumers’ education and shopping experience

Gaining meaningful insights for fragrance development

IMPLEMENTATION

Selection of a Supplier with strong fragrance business knowledge

Connection with our in home Market Insights Tools

Different iterations of prototypes tested with consumers

Collect & Analyze Consumer Insights Through Apps & Devices iPerfumer Apps Objectives & Implementation

Select the fragrance that best fits your profile

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iPerfumer Implementation Connected To FragranceLand

Exhaustive vision of market products & fragrances (more than 120,000 products registered worldwild)

18 product segments from most countries globally

For each product: market & olfactory information

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iPerfumer Implementation Prototyping

“If I told you that we can develop an app to help your buying process of perfumes /

Home Fragrances, what would you expect it to do?”

“How would this help you with selecting fragrances? For which purpose?”

“What challenges are you facing when buying perfumes today?”

Fall 2013 VERSION 1.0 - 2010 VERSION 2.0 - 2012

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Collect & Analyze Consumer Insights Through Apps & Devices iPerfumer HF: Expected Benefits To Our Industry

Awareness: Raising awareness of the Home Fragrance category at the point of sale, providing fragrance education

to consumers, making a hero of the heavy user and turning them into an long term advocate

Helping to solve the paradox of choice: Promoting discovery of the Home Fragrance category through a smart recommendation engine

Enhancing the shopping experience: Help to drive consumer purchasing through location-based services

Design fragrances that maximize consumers’ satisfaction: Consumer Understanding of preferred products can drive better fragrance design and Inspire future

fragrance creation

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Collect & Analyze Consumer Insights Through Apps & Devices Introducing The iPerfumer HF app

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How It Works iPerfumer HF: The Consumer User Journey

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Male

Female

The Fine Fragrance Community (Global but Japan)

69 TOTAL VOTES

226 TOTAL VOTES

AGE DISTRIBUTION

FRAGRANCES

(GLOBAL)

5,000+

270,000+ RATINGS

USERS

120,000+

The Home Fragrance Community (US, UK, Fr, Sp) …we are just starting!!

GENDER

226

USERS

800+

842 LIKES

AGE DISTRIBUTION

PRODUCTS

(US ONLY)

993

69 TOTAL VOTES

226 TOTAL VOTES

Under 18

18-24

25-34

35-44

45+

0 20 40 60 80 100 120 140 160

Male

Female

GENDER

Exploring The Insights The iPerfumer Community

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61% 14%

11%

Floral

Oriental

Chypre

Woody

Citrus 8% 6%

70% 6,619 2,567 30%

FEMALE MALE RATINGS

ON 1131 UNIQUE FRAGRANCES

USERS MAJORITY

BETWEEN 25-34

D&G Light Blue

Angel

Flower by Kenzo

Chance

212 Sexy

male

1 Million

212 for Men

Acqua di Gio

L’Eau D’Issey

Armani Code

Top rated

female

Exploring The Insights iPerfumer Example Scorecard

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Exploring The Insights Top Rated Variants Overall: January 2014

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Exploring The Insights Top Rated Candles: January 2014

NU

MB

ER

OF

LIK

ES

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Exploring The Insights Top Rated Candles : Bath & Body Works Fresh Balsam

Glade Clear Springs

Airwick White Berries & Cool Silk

Airwick Apple & Sheer Cinnamon

Airwick Vanilla & Soft Velvet

BBW Peach Bellini

RELATED PRODUCTS

The invigorating aroma of evergreen

woods on a clear, fall morning

features crisp eucalyptus, fir needles

and cedarwood musk notes. Made

using the highest concentration of

fragrance oils and an exclusive blend,

it radiates enough fragrance to fill an

entire room.

SCENT DESCRIPTION

Along with getting an overview of the top trending products, you can get a detail view of any product that is in the database,

including related products (which can be used to look for olfactory clustering)

DEEP DIVE

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Exploring The Insights Trending Home Fragrance Data Example – Heat Map

Product Related 1 Related 2 Related 3

BBW Pumpkin

Cupcake Candle

Airwick Lavender &

Chamomile Aerosol

BBW Lavender Vanilla

Candle Yankee Candle Apple Chai

Glade Cozy Welcome Candle Glade Refreshing Walk

Candle

Glade Something Sweet

Candle Glade Jasmine Petals Candle

Glade Refreshing Walk Candle Glade Cozy Welcome

Candle

Glade Something Sweet

Candle Glade Jasmine Petals Candle

Yankee Candle Apple Chai Yankee Candle Sugared

Apple Yankee Candle Man Town Yankee Candle First Down

Colonial Candle Maple

Butterscotch BBW Lavender Vanilla Yankee Candle Pinecone Yankee Candle Apple Chai

Colonial Candle Clementine

Cupcake

Colonial Candle Rainbow

Row Colonial Candle Water Lily

Colonial Candle Leward

Lagoon

Colonial Candle Sparkling

Snowflake

Yankee Candle Sugared

Apple Yankee Candle Apple Chai Yankee Candle 2x4

Airwick Vanilla & Soft Velvet

Candle

BBW Eucalyptus Mint

Candle Glade Clear Springs Aerosol

Glade Fabric & Air – Clear

Springs

BBW Fresh Bamboo Colonial Candle Vanilla

Lavender

Yankee Candle Mountain

Lodge BBW Island Nectar Candle

Yankee Candle Caramel

Pecan Pie

Yankee Candle Sugared

Apple Yankee Candle Apple Chai Yankee Candle Man Town

Heat map allows to

identify if the users of

a given variant tend to

rate significantly

higher another variant,

giving cues on how to

attract these

consumers, e.g. using

a “lavender” inspired

concept to try and

appeal BBW Pumpkin

Cupcake candle

* Based on top 10 in the last two months

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Feedbacks On The Tool

iPerfumer recognized as breakthrough

thechnology in the « information

technology category » at 2012 FiFi Awards

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Feedbacks On The Tool

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Conclusion What’s Next?

Generate new insights to inspire future

fragrance development

• Ability to identify & target specific segments of

consumers

• Guide new product, concept & innovation

Further educate consumers on the home

fragrance market through the development of

an internet iPerfumer internet site

(http://www.iperfumer.com/)

Feedbacks for evolutions

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Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW