Harvey Nichols' Perfume Pop-Up Lets Consumers Create Custom Scents
Laura McQuarrie — May 8, 2019 — Marketing
References: layers.experimentalperfumeclub & cosmeticsbusiness
For a limited time at Harvey Nichols London this spring and summer, shoppers will be able to create their very own bespoke fragrance blends at a perfume pop-up. The Perfumer's Nest experience has been created in collaboration with Experimental Perfume Club, which makes perfume products that encourage layering, mixing and matching to create custom scents.
As there is an art and a science to putting scents together in a pleasing way, people will be able to work with on-site consultants to create their perfect blend, all the while learning more about the world of perfume.
In an era where cosmetics and fragrances in particular are being scrutinized, consumers are looking for greater control and transparency when it comes to the products they are applying topically.
As there is an art and a science to putting scents together in a pleasing way, people will be able to work with on-site consultants to create their perfect blend, all the while learning more about the world of perfume.
In an era where cosmetics and fragrances in particular are being scrutinized, consumers are looking for greater control and transparency when it comes to the products they are applying topically.
Trend Themes
1. Bespoke Fragrances - The trend towards personalized fragrances creates opportunities for disruptive innovation, such as developing fragrances based on customers' DNA or using artificial intelligence algorithms to create unique scents.
2. Perfume Pop-ups - The trend towards temporary retail spaces allows for increased experimentation with product offerings, such as using pop-ups to test new fragrance blends or gauge consumer interest in niche perfumes.
3. Scent Layering - The trend towards layering and mixing fragrances to create unique scents provides opportunities for innovation, such as developing fragrance layering kits to sell in stores or creating apps to help customers identify complementary scent combinations.
Industry Implications
1. Fragrance - The fragrance industry can develop disruptive innovation opportunities such as customizable fragrances, scent layering kits, and partnering with technology companies to create AI-generated scents.
2. Cosmetics - Cosmetics companies can explore opportunities for innovation by investing in collaborations with perfumers and fragrance experts, developing fragrance layering products and creating online tools for customers to create their own custom fragrances.
3. Retail - Retailers can experiment with temporary pop-up shops to offer consumers unique fragrance experiences, collaborate with niche perfume brands and use customer data to personalize fragrance and beauty recommendations.
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