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Scent shopping gets personal with Selfridges’ Fragrance Lab concept

Nothing is quite as annoying as finding someone else wearing your signature scent. But a new retail experiment could mean that soon consumers can easily and affordably bottle their own personal fragrance.

London department store Selfridges has launched a limited edition Fragrance Lab concept, eliminating the idea of browsing and instead encouraging customers to create their own product in-store.

Launched as part of the store’s wider campaign The Beauty Project, the lab sees customers weave through a series of interactive zones, where they undergo personality tests to analyze their character.

Fragrance Lab exclusively for the Beauty Project at Selfridges - No149 © (...)

Fragrance Lab exclusively for the Beauty Project at Selfridges - No149 © Selfridges

There is then a period of interactive scent testing before a store assistant presents each shopper with his or her own personal fragrance, along with a "fragrance prescription" - an explanation of the findings behind the scent.

And while the concept has been designed so that each perfume encapsulates the customer’s character, the bottle shape, label and even the vocabulary used to describe the scent will be tailored to their personality.

According to Selfridges, "the new retail experiment perfectly exemplifies how customer habits, preferences and tastes, as well as their physical interaction, will be used in the future to develop a personalized service or product."

Designed in collaboration with trend forecasting consultancy The Future Laboratory and design studio Campaign, Fragrance Lab will run until June 27. Tickets cost £65 (about US$110) and include a 50ml
bottle of scent.

AFP/Relaxnews

© 2014 - Brazil Beauty News - www.brazilbeautynews.com

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