Unilever's €100 Million Bet on AI and In-House Scent Innovation

In a transformative move for the fragrance industry, Unilever is investing €100 million to revolutionize its scent design and creation process, blending the art of perfumery with cutting-edge AI and neuroscience. Here's how the company is reshaping the olfactory landscape and what it means for consumers.

Building a Digital-First Fragrance House

Fragrance is more than just a pleasant addition to Unilever's products—it is a powerful emotional connector that forges brand loyalty. Historically reliant on third-party fragrance houses, Unilever is shifting to a hybrid model. The goal is to blend in-house innovation with external expertise.

The cornerstone of this initiative is a newly established, AI-powered fragrance house that will allow Unilever to:

• Design and refine scents across its portfolio, including Dove, Axe, and Pond's.
• Develop fragrances that align with consumer trends and emotional needs, such as boosting confidence or enhancing relaxation.
• Use neuroscience to analyze how scents impact mood.\

Harnessing AI for Precision and Agility

AI plays a pivotal role in Unilever's new approach, enabling rapid scent creation and refinement. This technology reduces the time and cost of product development while allowing Unilever to stay ahead of fragrance trends. For example, AI tools will analyze consumer preferences, ingredient combinations, and emotional responses to craft scents that resonate deeply with target audiences.

A Dream Team of Perfumers and Scientists

Unilever is assembling a global team of expert perfumers and scientists in the UK, US, and India to drive this innovation. The team will focus on everything from fragrance evaluation to data analytics, ensuring every scent is meticulously crafted.

Industry veteran Mathieu Lenoir, appointed as Unilever's Global Creative Centre Director for Fragrance, brings over 30 years of expertise to the project. His vision? To create fragrances that feel deeply personal to consumers.

“My dream as a perfumer has always been to connect directly with consumers," Lenoir shared. "At Unilever, this dream is becoming a reality.”

Unilever isn’t alone in leveraging AI for fragrance development.

Competitors like L’Oréal and Estée Lauder have already adopted similar technologies to enhance product formulation. However, Unilever’s investment underscores its commitment to innovation and staying competitive in the rapidly evolving consumer goods market.

Why This Matters to You

For consumers, this means a future filled with personalized, emotionally impactful fragrances that easily integrate into everyday routines. From the invigorating scent of your morning deodorant to the comforting aroma of freshly laundered clothes, Unilever’s AI-driven approach ensures every product delivers a pleasant emotional experience.

Unilever’s €100 million gamble is predicted to redefine the art and science of scent. With AI and human expertise working hand in hand, the future of fragrance is brighter than ever.