Co-Creation in Fragrance

Brands invite collaboration with custom scents.
For $2,000 Goest Perfumes will develop a scent just for you. And while that isn’t realistic for most fragrance fans, shoppers expect co-creation. That is, a chance to shape the product and brand experience. Online communities like Into the Gloss (sister blog of Glossier) and fragrance subscription Scentbird are examples. So, how do companies provide adaptable products to the mainstream market? This month we look at examples of fragrance combining– a first steps in co-created fragrance.Scented Duos
From food mash-ups to simplified skincare, duos are everywhere. In fragrance, luxury brands share the art and legacy of combining two scents. This spring, Diptyque launched its travel candles in giftwrapped duos. Also, Jo Malone offered its colognes in boxed pairs. Look for these companies talking about #fragrance combining and #scent pairing on social media.Fine Fragrance Sets
Fragrance layering is experiencing a renaissance in the form of collections that mix and match. For example, Gucci launched The Alchemist’s Garden. It layers to create up to 48 combinations. Chanel also encourages us to layer its unisex Les Eaux line. Likewise, indie brand Huda Beauty says its new collection Kayali “…is like nothing you’ve ever seen before, and it allows you to create your own truly unique fragrance identity by layering different scents.” Meanwhile, Ellis Brooklyn introduced a Layering Kit with six scents.Diffuser Technology
Moodo’s Smart Diffuser is a high tech take on fragrance combining. It’s “the only diffuser that allows you to customize scents according to your taste, mood and lifestyle,” according to Moodo. To create a custom home scent, you load the diffuser with up to four scent capsules. Then, you can control the intensity and set a timer from an app on your smartphone.

Co-creation will keep evolving in the world of fragrance. How are you addressing demand for custom products? Want to explore this trend for your next product launch? Contact us at [email protected] today!­­­­

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