Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Markets & trends

The Alchemist Atelier challenges bespoke perfume

When the world of perfume (Puig) partners with the European electrical appliances leader (BSH), the result is called Scent Creator: a technology combined with a perfume customization application to be tested at the Paris The Alchemist Atelier store, or at home…

Hugo Lasala and Alvaro Suarez, The Alchemist Atelier

Hugo Lasala and Alvaro Suarez, The Alchemist Atelier

Partnership between Puig, BSH, and Noustique

As customization and digitalization are all the rage in the world of beauty, and in particular of perfumes, The Alchemist Atelier, the Noustique Perfumes brand, breaks the codes and redefines bespoke perfume. From now on, thanks to the Scent Creator and to an app, perfume fans can become their own perfume-creator at home, or in the first Paris-based Alchemist Atelier store. That is where perfume lovers can directly compose their own 20 ml Eau de Parfum, with the help of a perfume-creator, or attend a one-hour-and-a-half workshop.

A major innovation

This new device just the size of a coffee machine results from research work carried out by Alvaro Suarez, one of Noustique founders, and is produced by BSH, the European electrical appliances expert. But what was a real first was that Alvaro decided to partner with a perfume specialist, Puig, to manufacture bases and accords. Beware, no gimmick, quality is guaranteed! The perfume-creators of IFF (Fanny Bal, Juliette Karaguezouglou and Nicolas Beaulieu) and Puig (Elizabeth Vidal, Camille Latron and Bérénice Watteau) worked hand in hand to design 16 bases and 18 accords that can all be combined.

In addition, the Alchemist Atelier app provides help with the creative process, by illustrating the formula under development with superb pictures of ingredients. This way, the budding perfume-creators can modify their formulas, with the nose or the eye. The inventions are then produced by the Scent Creator, fitted with highly accurate dosing mechanisms, before being automatically recorded by the device and stored for future purposes.

Tailor-made perfumes

For the four Noustique founders (Alvaro Suarez, Hugo Lasala, Kuba Jedlinski, Albert Casademont), all aged over 30, the fragrance itself no longer matters to perfume brands. “In all perfume stores, there is a fight between brands and packaging, and the juice no longer plays a role!” explains Alvaro Suarez.

Each of the founders carries within himself the desire to restore perfume’s prestige. And thanks to technology, they are considering creating a unique perfume, and even providing consumers with value and technology, while creating new business models.

Of course, all this also involves a connected experience which federates a community of perfume lovers. What for? To help beginners acquire a common vocabulary and invite them to share their formulas with the Alchemist Atelier community, exchanging them as they would a cooking recipe!

In short, The Alchemist Atelier makes it possible for anyone to discover the old, complex art of perfume creation, thanks to the Scent Creator, a most modern, unique tool. Partnerships with brands, including L’Artisan Parfumeur, are already being discussed. In the future, this service may be offered in the Puig group brands’ stores.

Rates: Workshops from €59 to €119 – Scent Creator €599 with a free workshop
Bases & accords from €18 to €26.

The Alchemist Atelier: 36 Rue Etienne Marcel 75002 Paris. Open from Mondays to Saturdays, from 11:30am to 8pm.

Bettina Aykroyd

Portfolio

© 2019 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Luxe Pack New York rescheduled to September

Luxe Pack New York rescheduled to September

Amid the latest developments of the Covid-19 epidemic in New York and the USA, the Luxe Pack management team has decided to postpone further the event to September 15th and 16th, 2020. The venue is unchanged: Jacob K. Javits Convention Center (Hall 1B). With these new dates, the show will be almost concomitant with the MakeUp in (...)

read more
Experts’ views
Radical reinvention : Disrupting the next decade of beauty

Cosmetics Inspiration & Creation
Radical reinvention : Disrupting the next decade of beauty

Beauty is an ever-changing industry. Yet some changes make more of an impact than others. The more society changes, the more these changes cascade into the Beauty market. During the last MAD Cosmetics Innovations conference, organised by Premium Beauty News in Paris, Leila Rochet, Founder of Cosmetics Inspiration & Creation, (...)

read more

Features