Guardians of Memories Helps Gen Z & Alpha Discover Fragrance
Laura McQuarrie — February 5, 2025 — Fashion
References: givaudan & fragrantica
All sorts of brands are launching interactive games on Roblox to reach Gen Z and Gen Alpha, and Givaudan is the first fragrance house to enter the popular metaverse platform with an experience called Guardians of Memories. With it, Givaudan opened its Digital Factory project accelerator to the public for the first time.
Guardians of Memories pays tribute to the sense of smell and provides an immersive experience that invites exploration, learning, and sensory challenges. Players are tasked with collecting ing,redients, extracting their essences and formulating balanced olfactory compositions with pleasing top, middle, and base notes.
Roblox, which welcomes 90 million users daily, provides the perfect place to reach players ages eight to 16, and familiarize them with the world of fragrance, the magic of beautifully interwoven notes, and the possibilities of self-expression using personal scents.
Guardians of Memories pays tribute to the sense of smell and provides an immersive experience that invites exploration, learning, and sensory challenges. Players are tasked with collecting ing,redients, extracting their essences and formulating balanced olfactory compositions with pleasing top, middle, and base notes.
Roblox, which welcomes 90 million users daily, provides the perfect place to reach players ages eight to 16, and familiarize them with the world of fragrance, the magic of beautifully interwoven notes, and the possibilities of self-expression using personal scents.
Trend Themes
1. Olfactory-gaming Integration - The blending of fragrance experiences with gaming platforms like Roblox is paving the way for sensory engagement in the digital realm.
2. Interactive Scent Exploration - Immersive scent-based challenges in virtual worlds are introducing innovative ways for users to engage with and personalize aromas.
3. Metaverse Brand Collaborations - Brands are increasingly leveraging metaverse platforms to reach younger audiences through creative partnerships and digital initiatives.
Industry Implications
1. Fragrance Technology - Fragrance companies are exploring digital spaces and interactive media as potential venues for scent discovery and consumer education.
2. Virtual Gaming Platforms - The gaming industry is expanding its scope by integrating sensory experiences, presenting new opportunities for player interaction.
3. Digital Marketing and Branding - Marketing strategies are evolving to include metaverse experiences, enhancing brand engagement with younger demographics in virtual environments.
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