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.
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.