Givaudan unveils game on Roblox

Swiss flavor and fragrance company Givaudan has unveiled a game on Roblox aimed at educating Gen Z and Gen Alpha about scent and fragrance creation.

The game, called Guardians of Memories, has been designed to engage young consumers (8-16 year olds) in one of their favorite digital environments – gaming platform Roblox – which has 90 million daily players.

The premise of the game is to explore the connections between scents, memories and emotions in a format that combines education and entertainment.

The game takes places in a world whose inhabitants have lost their memories, and players are tasked with the quest of helping restore those memories through smell and fragrances. Players collect ingredients, extract their essences and formulate perfumes that will bring back the characters’ memories.

Givaudan's Roblox game
The Guardians of Memories game

“What we wanted to achieve with this launch is to raise awareness of olfaction among the new generation. Digitizing olfaction is something that is always a little complex – it’s still very much science-fiction. But what we can do, on the other hand, is digitalize human emotions, digitalize the knowledge of perfume and raise awareness about the sense of smell – a sense that is unfortunately not cultivated among the very young. Cultivating the sense of smell in young people and making them want to be interested in the world of perfume was the origin of this project, ” explains Givaudan Head of Global Marketing, Insight & Image Fine Fragrances Arnaud Guggenbuhl.

He adds: “TikTok did for fragrance what Instagram did for make-up. Tomorrow, Roblox can do for fragrance for Generation Alpha what TikTok did for perfume. Generation Alpha is very aware of beauty, but not yet perfume, and we thought it was our duty to make them aware and to educate them [about fragrance]. We want to also go beyond just the finished perfume product and educate children about the sense of smell, about scents, about odors. So it’s a game that highlights the added value of craftsmanship and creativity that lies behind a perfume. Scents are a vector of identity, a catalyst of memories and an amplifier of emotions, and that’s what we want to make children understand.”

Givaudan created the game in collaboration with Digitalli, a digital and marketing services company and Novelab, a technology company.

Givaudan claims to be the first fragrance house to launch a game on the Roblox platform.

Givaudan's Roblox game
The Guardians of Memories game

Givaudan's Roblox game
The Guardians of Memories game