Food for thought

The fragrance market adapting strategy   

Wearing a mask when out shopping has become very normal and so common now that sometimes we almost forget we have one. That is until we need to smell something. And of course you cannot take it off whenever you want to use your olfactory sense or it will defeat the point of wearing it at all. As a result, it has become quite difficult to discover and buy some items, especially fragrances. 

But thankfully, some companies in the perfume business are bringing some new and sophisticated concepts to help us make our choices.

Many brands are offering discovery box with small bottles of their most popular perfumes. You can order them online and experience them in the comfort and safety of your own home. Similarly Harvey Nichols & The Perfume Society Fragrance partnered to create a unique box (now sold out) of 12 fragrances from the best perfume houses in the world. From the UK launch of Atelier Materi (the exclusive French perfumery house) to well-loved likes of Creed and Juliette Has a Gun, the lucky ones who got a box got to test the new and iconic fragrances trending.

Another option offered by fragrance businesses are virtual fragrance consultations where an expert will help guide you to find your dream signature scent. Brands such as Tom Ford, Penhaligons, By Killian and Creed have that service. 

Finally, companies using AI to create your own fragrance are a step ahead. For instance, US and Netherlands company Algorithmic Perfumery offers to answer a questionnaire on the company’s website or app to create your bespoke perfume. Once the formulation is finished, you can order bottles of 5ml (if you want to test it first) or 30ml (if you’re sure of the result).

   Monia MERABET

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