Know your signature perfume? Selfridges Fragrance Lab does!

The new Fragrance Lab at the Selfridges Concept Store in London will help you on your journey to find a bespoke scent that matches your personality.

The new Fragrance Lab at the Selfridges Concept Store in London will help you on your journey to find a bespoke scent that matches your personality.

Picking a signature fragrance that suits your personality can be a tricky decision. How can one single fragrance perfectly capture the essence of the person who wears it? So the perfect scent riddle makes us dependent on those shop-assistants out there who sell you something which later doesn’t even appeal to you.

Perhaps the new Fragrance Lab at the Selfridges Concept Store in London will help you on your journey to find a bespoke scent that matches your personality. A breathtaking experience created by London studios Campaign and The Future Laboratory, interactive the Fragrance Lab works like this:

With the south-west corner of Selfridges transformed into a white laboratory-like space where assistants are clad in while lab coats. Visitors are encouraged to select a few items from a gallery -ipad questionnaire- and answer some basic questions about themselves – tastes and habits. Next, they’re given one of the many audio guides to help them through the vast space where they can create an olfactory picture of their personality.

(Selfridges Fragrance Lab)

(Selfridges Fragrance Lab)

During this journey guided by a soothing voice on the audio guide, shoppers are asked to sniff various objects such as books, objects, pots etc.

In between the different rooms there are tubes of coffee beans intended to neutralize nostrils of the visitor. Meanwhile, a master perfumer from Givaudan tracks the way your move, and interact with the various elements and present your with the finished product – a signature scent based on your personality.

 According to The Future Laboratory: “What lies behind the seemingly simple experience is a complex matrix, four years in the making, that involves new methods of choice architecture and customer segmentation, allowing the experience to match the right product to the right customer.

“Within each stage there are different objectives and touchpoints used to create an immersive and sensorially engaging experience, but throughout there is a consistent narrative that seamlessly captures data to inform the creation and prescription of an individualised fragrance.”

“Your engagement with space is intuitive,” says campaign creative director Philip Handford. “You’re making choices as you go around and what you interact with impacts the fragrance that you’re given.”

Sanderson thinks the future of retail will be more about customers making decisions about what they want than to select something by the store from a wide assortment of choices. “Fragrance Lab demonstrates this with the information gleaned about each individual customer, and with the customer’s experience as a recipient of a specific, relevant recommendation as opposed to the mass selection offered by the retailer,” he said.

Avatar
Christy Gren
Christy Gren is an Industry Specialist Reporter at Industry Leaders Magazine she enjoys writing about Unicorns, Silicon Valley, Startups, Business Leaders and Innovators. Her articles provide an insight about the Power Players in the field of Technology, Auto, Manufacturing, and F&B.

Recent Posts

Babcock facing writedowns of £1.7 billion, plans to cut 1000 jobs

Babcock facing writedowns of £1.7 billion, plans to cut 1000 jobs

Babcock International Group PLC, the UK defense contractor, said that a comet review for the financial year ending March 21 had identified impairments and charges totaling approxim
18 hours ago
France’s water management utilities, Veolia and Suez, finally merge after long battle

France’s water management utilities, Veolia and Suez, finally merge after long battle

Veolia and arch-rival Suez, the two French waste management utility companies, have struck a deal worth nearly 13 billion euros ($15.44 billion)to merge after months of wrangling.
2 days ago
Impossible Foods mulling IPO at $10 billion valuation

Impossible Foods mulling IPO at $10 billion valuation

Impossible Foods, the makers of the widely popular plant-based burgers, plans to go public with a likely valuation of $10 billion. The vegan burger company was valued at $4 billion
2 days ago
Aramco sells minority stake to EIG Group-led consortium for $12.4 billion

Aramco sells minority stake to EIG Group-led consortium for $12.4 billion

Energy giant Saudi Aramco is selling a minority stake for 12.4-billion-dollar in a newly formed oil pipeline business to a consortium led by US-based EIG Global Energy Partners. Th
2 days ago
Elior acquires Nestor, the single meal food delivery startup

Elior acquires Nestor, the single meal food delivery startup

Elior, the corporate catering company, has acquired the French startup Nestor for an undisclosed amount. Nestor, a Paris, France-based food delivery service, started in 2015 with a
5 days ago
Axa gears to buy office space worth €800m in European cities

Axa gears to buy office space worth €800m in European cities

Axa Investment Managers, the French fund house, is not too worried about predictions that the post-pandemic world will see more people working from home and office real estates shr
5 days ago