Aarav brings consumer research closer to fragrance creation

The Indian fragrance and flavour house has launched Aarav Intelligence, a new capability designed to integrate consumer data, trends and market intelligence more directly into fragrance development. It combines Aarav’s in-house research with Flickly, an AI-powered consumer research platform.

The capability enables rapid concept and packaging testing, preference studies and category deep-dives, from early-stage validation through to post-development evaluation. Research can cover fragrance preferences, usage occasions, purchase drivers, price segments, premiumisation and consumer segments.

The aim is to turn these insights into sharper briefs for perfumers and development teams, bringing fragrance creation closer to consumer expectations. Aarav intends the capability to complement existing Consumer & Market Insights functions within larger groups, while making structured consumer research more accessible to emerging and mid-sized brands.