Firmenich Presents Live Bold
A new fragrance inspired by Pantone® Color of the Year 2023
Geneva, Switzerland, December 7th, 2022 -
Firmenich, the world’s largest privately-owned fragrance and taste company, has once again partnered with PANTONE® to create a unique fragrance inspired by their Pantone® Color of the Year for 2023, PANTONE® 18-1750 Viva Magenta. The fragrance, Live Bold Eau de Parfum, captures the exuberance, optimism and rebellious spirit of Viva Magenta. It brings a bold and uplifting energy with innovative ingredients, such as Dragon Fruit Smell-the-Taste™, exclusively developed by Firmenich to give emotion and texture to its fragrance creations.
The global color authority describes PANTONE® 18-1750 Viva Magenta as “brave and fearless, a pulsating color whose exuberance promotes optimism and joy”. To capture this character, Firmenich experts took a forward-thinking approach to olfaction. “Earlier this year, we partnered with renowned trend agency LSN Future Laboratory to identify prevailing trends and explore sensory partnerships that will elevate olfactive innovation,” says Ilaria Resta, President for Global Perfumery. “Our report showed that strength and optimism, characteristics expressed by Viva Magenta, were core values that we should embrace in the future. And by creating Live Bold, we have found the perfect olfactive representation to bring those values to life.”
For Live Bold Eau de Parfum, Firmenich Senior Perfumer Gabriela Chelariu, wanted to capture the full sensation of encountering this color in nature in all its complexity. “Together, color and fragrance contribute to creating a multi-sensorial and unforgettable experience for consumers,” she says. “Both have the power to leave an imprint on us physically and emotionally. When the two are actively fused together in a creation, it can lead to the discovery of new sensations! And, as a perfumer, my driving purpose is to bring that dynamic, multi-sensorial journey into people’s lives.”
Inspired by the perfumer’s vision of a spectrum of magenta, key fragrance accords of beet and magenta vetiver were combined with Dragon Fruit Smell-the-Taste™ to develop this scent. Using beet as an earthy element to drive a sense of naturality and intrigue, Chelariu combined this with Dragon Fruit Smell-the-Taste™ for layers of watery freshness. She then integrated a rich base of magenta vetiver to ground the fragrance in vibrant sensuality and depth. This same olfactive theme was utilized to create an accompanying Live Bold candle fragrance.
Showcasing some of Firmenich’s best capabilities in innovation, in-house experts also created Live Bold using its EmotiON program to guide the development of a fragrance with true feeling. Both the fragrance and candle are powered by EMOTIWAVES™ ENERGY, a collection of 100% percent natural essential oils, validated to evoke specific emotions. Additionally, the candle is also powered with EMOTIBOOST® ENERGY – a special accord that will boost the fragrance to generate the expected emotional response. It also highlights Firmenich’s award-winning sustainability efforts as the eau de parfum fragrance has a AAA-score on EcoScent Compass™, the company’s proprietary tool that measures a fragrance’s sustainability footprint.
An immersive, multi-sensory experience of Firmenich Live Bold is available in the metaverse via http://framevr.io/coloroftheyear
Camille LE GALL
+(33) 6 14 71 41 21
Firmenich, the world’s largest privately-owned fragrance and taste company, was founded in Geneva, Switzerland, in 1895 and has been family-owned for 127 years. Firmenich is a leading business-to-business company specialized in the research, creation, manufacture and sale of perfumes, flavors and ingredients. Renowned for its world-class research and creativity, as well as its leadership in sustainability, Firmenich offers its customers superior innovation in formulation, a broad and high-quality palette of ingredients, and proprietary technologies including biotechnology, encapsulation, olfactory science and taste modulation. Firmenich had an annual turnover of 4.7 billion Swiss Francs at end June 2022. More information about Firmenich is available at www.firmenich.com.
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