‘SCENT VISUALIZER’ THE FUTURE OF FRAGRANCE
‘Scent Visualizer’ the new technology to discover, recognize and visualize the scents of perfumes
In China, Tmall has introduced a new digital technology developed by Puig called the Scent Visualizer. This enables consumers to explore, identify, and visualize the fragrances of perfumes.
The Scent Visualizer uses a visual library of over 1,400 distinct ingredients and a database of 21,500 perfumes to display the main olfactive components in a perfume. This allows users to literally envision its scent.
During a seven-week pilot of the Scent Visualizer on Tmall, 25 renowned international brands participated, and it yielded promising results.
Simply by adding a photo for each perfume, the brands' online gross merchandise volume (GMV) increased by an average of 5%.
Furthermore, both the conversion rate and the average transaction value (ATV) were enhanced.
The consumers were able to quickly "read" the scent and were more willing to pay a premium for the precious ingredients when they were displayed in a clear and coherent way across their preferred brands.
The Scent Visualizer is a collaboration with Fragrances of the World, a comprehensive source of information that perfume brands provide to the industry.
Tmall is preparing to launch the Fragrance Finder, which will be fueled by the Scent Visualizer and create customized recommendations. The recommendations could be for specific perfume brands and products based on users' ingredient, perfumer, or even mood preferences.
Camila Tomas, VP of Puig Global Innovation & New Technologies, says :
"We are delighted to use our expertise and digital technology ecosystem to introduce more shoppers to the joys of fragrance. By collaborating closely with Tmall, which boasts an impressive team of fragrance experts and a customer-centric approach, we have adapted fragrance descriptions and visualizations for the Chinese consumer. We anticipate that this initial phase will be the start of a long-term partnership that will elevate the fragrance category for fragrance enthusiasts in China."
Bao Ling, Tmall's Fragrance Category Director, remarks that as China's fragrance market continues to expand, there is a significant interest among Chinese consumers in learning about new fragrances and purchasing their favorite scents.
Tmall is thrilled with the outcomes of this pilot project with Puig and anticipates further growth in this category.
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