27-year-old entrepreneur Maxime Garcia-Janin created Sillages Paris to reintroduce perfume to the Millennial generation, which has become largely disenchanted with the traditional world of perfume.
Rather than offering a single, covetable scent, Sillages Paris distinguishes itself as an online-only retailer of high-end, customizable scents. On the perfume brand's website, users are able to answer a few simple questions and have their bespoke scent created with the aid of an algorithm—which will only provide combinations that have been validated by trusted perfumers.
When choosing to order a custom perfume, a user has the option of getting their bottle delivered with its testing sample, or receive their personalized product as part of a boxed set with two similar scents. As an online-only business and one that is based entirely on scent, Sillages Paris offers free shipping, returns and reimburses consumers who are not completely satisfied.
Customizable Online-Only Fragrances
Sillages Paris Targets Millennials with Simple, Custom Scents
Trend Themes
1. Customizable Fragrances - Bespoke perfumes created with the aid of an algorithm offer a disruptive innovation opportunity for beauty companies to appeal to younger generations.
2. Online-only Retailing - The online-only business model presents innovative opportunities for retailers to reduce overhead expenses and cater to consumers' desire for convenience and personalization.
3. Direct-to-consumer (DTC) Model - The DTC model, which eliminates the need for middlemen and reduces costs, offers disruptive potential for companies looking to bring unique product offerings to market at an affordable price point.
Industry Implications
1. Beauty - The beauty industry can leverage technology to offer customizable fragrances that appeal to a younger demographic and differentiate themselves in an increasingly competitive market.
2. Retail - The retail industry can capitalize on the online-only business model by reducing overhead expenses and offering personalized, direct-to-consumer products that cater to consumers' desire for convenience and unique experiences.
3. Consumer Goods - Consumer goods companies can utilize the DTC model to bring unique, high-quality products to market and establish direct relationships with consumers, reducing costs and maximizing profits.