In an effort to help consumers find their perfect fragrance, Givaudan has launched iPerfumer, a new app on Apple's iPhone app store. As reported by Perfumer & Flavorist magazine, The free program, a "personal fragrance consultant in your pocket," allows users to create scent profiles for themselves and their loved ones. By rating various fragrances on the app, users can generate recommendations for other fragrances. Personalized recommendations are broken down by "top rated," "recommended" and "new launches." The app also features a search field for finding any scent in the database.