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Industry buzz

Viktor & Rolf offers customizable fragrance buys with new online platform

The luxury Dutch fashion duo, who first broke into the perfume industry in 2005 in partnership with L’Oréal, will offer beauty fans the chance to customize their fragrances with a new e-commerce platform. As well as shining the spotlight on its fragrance portfolio, the new online store will give shoppers the option of customizing the bottles of its ‘Flowerbomb,’ ‘Spicebomb’ and ‘Bonbon’ perfumes via a concept called ‘Dress Up Your Bottle’.

Seen here, a version of 'Flowerbomb' by Viktor & Rolf released for (...)

Seen here, a version of ’Flowerbomb’ by Viktor & Rolf released for holiday 2010; the brand is offering customers the possibility to add accessories to their bottles in a new e-commerce initiative. Photo: © All Rights Reserved

Choices will include a range of colours and accompanying accessories, while ‘Flowerbomb’ customers will also be offered four different bottle designs as well as the possibility of adding an ultra-personal touch thanks to the engraving of the bottle. The brand aims to address strong expectations regarding customization and new shopping experiences.

Experiential shopping

Available since September 6 in the USA, the new site is the latest in a string of immersive fragrance-themed initiatives dreamed up by a growing group of beauty brands.

This month will also see YSL Beauty open up an interactive pop-up store in New York, honoring Zoë Kravitz’s role as the face of its ‘Black Opium’ scent, featuring fragrance workshops and a pool room that will allow visitors to ‘walk on water’. Skincare brand L’Occitane en Provence has included interactive ‘fragrance clouds’ into several of its new store openings, while cult Millennial favourite Glossier has been experimenting with solid fragrances.

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