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The Future Of Beauty: The Future of Fragrance
By: Shiri Sarfati, Lisa Negrelli, Jessica Wolfe, Monika Ziobro
Posted: November 11, 2010
Future of Fragrance: (from left) Shiri Safati (Repechage), Monika Ziobro (Coty Prestige), Rochelle Bloom (The Fragrance Foundation), Jessica Wolfe (Symrise Inc.), Lisa Negrelli (International Flavors and Fragrances).
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Experiential Retail Space: The industry must come together to create a dedicated area for consumers to experience fragrance. Eau Space is a new retail platform for fragrance selling. Eau Space is a flagship store concept, and parts of the concept may also be interpreted online as well as within other retail entities.
Lifestyle & Mood Categories: Fragrances will not be categorized by traditional classifications, such as designer or celebrity, as they are currently, but rather by personal lifestyle and moods. Consumers can more easily navigate these segment classifications, as they appeal to them on an emotional level. Building on rich research regarding how fragrance affects emotional states, such a retail approach will result in a much more engaged consumer.
Unedited Digital Reviews: Store shelves will feature touch screens that offer unedited digital reviews of the fragrances, which consumers may read and comment on in-store and online. These trusted peer reviews are much more compelling to Millennials, who love to share their fragrance opinions.
Fragrance Consultation Bar: Trusted advisors, or Scent Stylists, will be salary-based employees, not commission-based. They will be what makeup artists are to cosmetics or estheticians are to skin care, certified by The Fragrance Foundation to recommend fragrances that the consumer would enjoy. At least one Scent Stylist will be present in-store, and consumers may also send in questions to be answered by a Scent Stylist online. Like a wine sommelier, Scent Stylists may be consulted with for a deeper understanding of specific scents.
They will be well-versed in fragrances and will be able to share with the consumer how to wear fragrance, when to wear which fragrances, and how to layer one’s favorite scents and have fun while mixing and matching fragrances.