Puig and Tmall have partnered to launch the Scent Visualizer, which features an innovative digital technology that displays the main olfactive ingredients in a perfume, allowing the user to picture how the perfume smells.
The Scent Visualizer is powered by a visual library of more than 1,400 unique ingredients and a database of 21,500 perfumes. It is a collaboration with Fragrances of the World, the most extensive and complete source of information supplied by perfume brands to the industry.
According to the Kantar & Eternal Fragrance Report 2021, from 2015 through 2020, the Chinese fragrance market maintained a compound annual growth rate of nearly 15%. Over the next five years, market growth is expected to surpass 22%, three times the rate of the global fragrance market.
Twenty-five international brands have participated in a Scent Visualizer pilot on Tmall over a seven-week period. By adding a simple picture for each perfume, brands’ online gross merchandise volume (GMV) increased by 5% on average.
Tmall plans to launch the Fragrance Finder, a tool powered by the Scent Visualizer, that generates personalized recommendations for specific perfume brands and products, based on users’ preferences in terms of ingredients, perfumers, or even mood.
Camila Tomas, Puig global innovation and new technologies VP, said, "We are happy to share our expertise and digital ecosystem of technologies to introduce more shoppers to the pleasures of fragrance. We have specially adapted the fragrance descriptions and visualizations to the Chinese consumer, by working hand in hand with Tmall, which has a very impressive consumer-centric and perfume expert team. We expect this first phase to be the beginning of a long-term collaboration which will elevate the fragrance category for China’s fragrance’ lovers."
Bao Ling, fragrance category director from Tmall, said, "As China’s fragrance market continues to grow, there is tremendous interest from Chinese consumers in finding out about new fragrances, as well as buying their favorite scents. We are excited by the results of this initial Scent Visualizer pilot, in partnership with Puig and look forward to seeing further growth in this category.”