In line with the recent purchase of The Alchemist Atelier, a physical concept which makes it possible to create your own perfume during personalized workshops, Puig has just made an additional discovery tool available to the general public. In just a few clicks, this perfume Wikipedia offers a beautiful illustrated presentation to learn about the ingredients, notes and olfactory families of most perfumes on the market. The search can be done by perfume name or raw material. Wikiparfum also makes it possible to discover perfumes with ingredients similar and alternative to what you searched.
An educational tool
“With The Alchemist Atelier, we found out that people need to understand perfume to compose it. It is a major obstacle to know how to explain bases and accords. So, we worked hard on perfume visualization. When people smell something and picture it, they can decipher the main ingredients more easily. Associating another sense makes olfaction much more accurate, so we decided to offer people interested in perfumes a simple tool to develop this knowledge,” explains Camila Tomas, Vice President Innovation Technology of Puig.
This free digital tool is mainly intended for fragrance lovers, but it is adapted to any public. It can also be used by advisors in points of sale. “It is an excellent tool for them to exchange with consumers who do not know what they want, but can name their favourite fragrances,” adds Camila Tomas.
Understanding of emerging trends
Thanks to this platform the industry can gain understanding of emerging trends and consumer preferences resulting from consumers’ searches and choices. In particular, Puig is offering this tool to retail partners. For example, Nocibé has launched a fragrance profiler using this technology.
“We already have about a thousand visits a day, without any ads. But for us, what matters is not traffic, but what we learn from traffic. It is a source of knowledge about what people like. As part of one of the pilot projects we will implement with this technology, we will also ask people to evaluate our recommendations, so we see whether they think they are accurate or not,” adds the Director.
Regularly updated, the platform should soon become a 10,000-perfume database. Available in French, English, and Spanish, it is only accessible in Europe for now. “Right now, we are working on broadening the platform content to perfumes popular in North America and Latin America, so that we reach these continents, as well as the Middle East. We also want to become a niche perfume showcase,” concludes Camila Tomas.