Molton Brown reinvents its perfume experience with ‘Fragrance Finder’ interactive profiling tool

Molton Brown has partnered with trends and insights agency The Future Laboratory to create an interactive profiling tool that pairs customers’ personalities with their perfect fragrances.

The new ‘Fragrance Finder’ tool will be launched online and in selected World Duty Free counters in Heathrow Terminal 3 and Terminal 5, as well as Gatwick Airport’s North Terminal on 28 August. More locations will be rolled out in the near future.

The digital tool foregoes the use of the traditional ‘olfactory preferences’ system used by other profilers. Instead, it aims to ‘reinvent the fragrance experience’ by humanising every aspect of the customer journey and streamlining the fragrance selection process.

Molton Brown Associate Global Director Global Travel Retail Rosie Cook commented: “Research has shown that smell is the least educated of our senses, so questions about what scents we like can result in an inaccurate way of pairing our customers with the perfect fragrance. This new Fragrance Finder will give customers the opportunity to find the scent which perfectly expresses their personality.”

All about Personality: Fragrance Finder foregoes the olfactory preference system used by existing profilers and instead focuses on the personality of the customer

She added: “This is a revolutionary approach in fragrance profiling in the sense that it doesn’t get you to think about fragrance — rather to answer questions about yourself. In the end, customers will learn as much about themselves as the fragrance that matches their personality.”

According to Cook, the concept of humanising fragrance is one that perfectly reflects the brand’s own commitment to individuality. She said: “Molton Brown is a brand made by individuals for individuals connecting the perfumer and the wearer through their fragrances and working hand-in-hand with ten visionary perfumers from a variety of ages, backgrounds, and experiences in order to conceptualise truly diverse scents without demographic restrictions.”

“Molton Brown is a brand made by individuals for individuals connecting the perfumer and the wearer through their fragrances,” Rosie Cook says

In addition to this, the new tool will make Molton Brown’s extensive collection of fragrances more accessible and approachable to customers, Cook added. She commented: “For our on-counter teams and partners, it results in a better understanding of the customer and how to communicate with them.”

The company will be revealing more about the Fragrance Finder at the Majestic Hotel in the Suite Riviera.

Food & Beverage The Magazine eZine