The growth of treatments based on GLP-1 receptor agonists, used to treat type 2 diabetes and obesity, is beginning to have repercussions that go beyond the pharmaceutical field. The expansion of medicines whose main active ingredient is semaglutide is modifying certain consumption habits and posing new challenges for sectors such as cosmetics, personal care, and perfumery.
In this context, Givaudan has developed The New Desire, an immersive experience powered by its Digital Factory in Paris that brings together the Taste & Wellbeing and Fragrance & Beauty divisions to analyze how GLP-1 treatments can influence consumer expectations, preferences, and behaviors.
According to data collected by the company, the percentage of American adults using these medications for weight loss would have increased from 3% in 2024 to 11% in 2026. The phenomenon also presents particularities in other markets: in Brazil, 47% of surveyed buyers claim to reduce other expenses to be able to acquire these treatments, while in India, 15 new brands have emerged since the expiration of the semaglutide patent.
For Frédéric Merlin, head of Givaudan Digital Factory in Paris, the real change lies not only in weight loss but in the needs that appear afterward and how these can transform consumer expectations.
New demands for skin and hair care
One of the exhibition spaces recreates Nathalie's bathroom, a fictional character created to represent the journey of a consumer who starts a GLP-1 treatment. Through this profile, Givaudan identifies some of the concerns that may appear during the weight loss process: temporary hair loss, dry skin, sagging, loss of facial volume, popularly known as Ozempic face, and halitosis.
These needs can translate into new opportunities for the development of cosmetic products. The company observes that consumers show greater interest in active ingredients, concentrations, and the scientific evidence that supports efficacy promises. At the same time, they expect sensorial formulations and pleasant experiences, without having to choose between results and pleasure.
This evolution is also being observed by other players in the sector. In October, Reuters reported how different fragrance and cosmetics companies, including L'Oréal, IFF, Givaudan, and CPL Aromas, are investigating the relationship between GLP-1 treatments and changes in consumers' sensory preferences. The outlet also points to the commercial potential of needs associated with facial volume loss and other physical changes resulting from weight loss.
Perfumery gains prominence as a wellness experience
The impact of these treatments also reaches the fragrance market. According to the Homescan GLP-1 Panel Survey, conducted by NielsenIQ and presented by Givaudan, U.S. households using these medications are reallocating part of their spending from food to categories such as beauty, sports, and travel. Specifically, their spending on high-end perfumery has increased by 97%.
Social listening analyses conducted by Givaudan point to two olfactory territories particularly interesting for these consumers: gourmand fragrances and fresh compositions. Although food-inspired aromas continue to generate interest, some users may develop olfactory aversions related to nausea and other side effects of the treatments.
This possible transformation of preferences is sparking the industry's interest. An analysis published by Reuters on October 19 indicates that gourmand fragrances already represent 24% of product innovations in perfumery, compared to 9% recorded two years earlier, according to Mintel data. The evolution is also moving towards more sophisticated compositions, incorporating salty, toasted, spicy, and fermented notes, such as sesame, miso, truffle, or matcha.
And, as stated in the Givaudan report, perfumery is beginning to explore its functional dimension. Consumers are looking for aromas that, in addition to providing sensory pleasure, can contribute to improving their mood, promoting relaxation, or accompanying their rest routines.
Along these lines, Givaudan highlights its patented MoodScentz technologies, developed from neuroscience research to explore the relationship between fragrances and emotions, and DreamScentz, aimed at improving sleep quality. The commitment to linking perfumery and well-being is also reflected in other recent developments by the company. On November 4, Givaudan presented HarmoniScentz, a fragrance design technology based on neuroscientific research, physiological measurements, and artificial intelligence, conceived to help develop compositions that contribute to managing acute stress.
Artificial intelligence to anticipate consumer needs
The New Desire is not limited to identifying trends; it also incorporates a co-creation and innovation aspect. During the experience, visitors can explore more than 120 international innovations and work with concepts generated through artificial intelligence, adapted to brands and accompanied by visual packaging proposals.
Subsequently, the selected ideas are tested with Nathalie, an avatar developed using AI that simulates the consumer's perspective and allows evaluating the reception of the proposed concepts. Givaudan focuses on a transformation that could extend far beyond consumers using GLP-1 medications. The modification of purchasing habits, sensory preferences, and efficacy expectations can also influence their environment and the market as a whole.