Beauty group Coty has launched an experience that uses touch, smell, sight and sound to immerse customers into a virtual environment and help them find their perfect fragrance.
According to the brand, it aims to enhance the customer’s purchasing journey by guiding them through an emotional experience rather than one that is often led by confusing or marketing-driven vocabulary.
“When we set out on this project, our aim was to create a future facing retail experience that merged the physical and digital worlds to help users navigate the rich and complex world of fragrances,” says Elodie Levy, senior director, digital innovation at Coty. “The result provides shoppers with an incredible experience that marries art, science, and technology. The technological breakthrough of mixing real scents with virtual reality is unprecedented.”
Customers who want to take part have to put on a VR headset and choose one of five different scented stones, each representing one of the perfumes from Coty’s portfolio – such as Gucci’s “Bloom” – , which are all white and only differentiated by texture.
After choosing the stone, the headset will transport the customer to a virtual environment, made up of both visual and sound elements, which aims to reflect properties of each individual perfume.
For Gucci “Bloom” experience, for example, users are transported to a greenhouse filled with larger-than-life roses and other flowers.
At the end, a touchscreen reveals which scent the user was experiencing.
The experience first launched in Buenos Aires, and the group plans on rolling it out to other retail partners and brands within its portfolio in the future.
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