That's my scent
People searching for a truly individual perfume can not only find, but create it themselves on www.myparfuem.com. Personal fragrance can be designed from eight different scent-bases and 30 ingredients. Customers get the chance to choose and personalise the bottle too – and they can even vote for the next ingredient in the range. Too bad that the designing experience is a digital and not an olfactory one.
Why it matters
Luxury perfume brands no longer stand for real individuality, because they are still mass products. Can small boutiques create an advantage over these online personalised offerings because of the sensory involvement they offer?
Following L’Oreal’s acquisition of PureOlogy, a luxury, 100% vegan American brand sold through hairdressers, the brand is being relaunched with distribution expanded to European markets alongside a new consumer-focused website, Pureology.com.
Harvey Nichols, a British upmarket department store, is going to launch a new retail concept for pioneering beauty products, internationally recognised brands and luxury services housed within a cutting-edge and glamorous environment. Using an impressive 22,000 sq ft, the store will extend across three floors in the heart of Liverpool’s fashion hub - the Liverpool ONE Shopping Centre.