Yves Saint Laurent is Launching Personalized Fragrances
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Yves Saint Laurent is owned by French beauty conglomerate L'Oréal. By partnering with Emotiv, a global leader in neurotechnology, the luxury brand attempts to create a new state-of-the-art beauty store experience. YSL Beauty introduced the advanced fragrance finder: YSL Scent-Sation. Their strategy is to produce a device that allows customers to create their own personalized fragrances. The YSL Scent-Sation first premiered at the Dubai Mall in the YSL Beauty Innovation Lab in late 2021. The lab is equipped with a Technology Incubator committed to producing the most effective and innovative beauty products by integrating both design and technology. The experience focuses on the market’s needs by enhancing the consumer experience.
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In collaboration with L'Oréal’s Technology Incubator, Emotiv created a new headset device based on multi-sensor EEG. It takes advantage of neuroscience to provide personalized fragrance advice. The fragrance consultation experience will connect users’ neurological responses to determine fragrance preferences. The headset uses machine algorithms to monitor a client’s brain activity as they smell different scent families. The system can then accurately sense and monitor their behavior, attention, preference, and dress levels. This information will calculate and create a new fragrance suited to a customer’s specific emotions.
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The L'Oréal Group conducted research, discovering that 77% of consumers want their fragrance to initiate emotional benefits. More than half of users aged 12 to 34 stated they often choose a perfume based on their mood. The system matches artificial intelligence and neuroscience to create a polysensory experience. It captures five different feel-good emotions triggered by 14 various accords, exhibiting 27 YSL fragrances. They are then translated into a unique selection of 3 YSL scents across 5 steps. The first step is emotional profiling, followed by connecting the scent with one’s emotion in the YSL Scent-Sation. The third step consists of deep-diving into the client’s emotional olfactory profile before discovering their customized YSL fragrances. The last step is to select a fragrance out of three choices, where two of them perfectly match, and one is unisex or of the opposite gender.
The head of L'Oréal’s Technology, Guive Balooch announced that they are “constantly developing innovative and personalized experiences for their consumers. The intersection of neurotech, AI, and science is an exciting next step. The science of choosing a fragrance is very complex. This partnership promises innovation for the entire beauty industry as this is truly the first time that consumers will have access to a state-of-the-art, in-store experience that uses neuroscience to provide personalized, precise fragrance advice.” Stephan Bezy, International General Manager at Yves Saint Laurent Beauté revealed that they “were able to get 95% of people the right fragrance personalized to their needs and desires, which is enormously higher than without this technology…Once we know which scents make people feel happy, energized, or other emotions, we can customize fragrances even more – the potential is boundless.”
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The immersive experience will launch later in 2022 and into 2023 in Yves Saint Laurent flagship stores worldwide. The 25-minute diagnosis allows one’s brain to do the talking and reveal their genuine olfactory profile. It’s all about the consumer and their individual reaction to a specific scent. It reveals a person’s personality by connecting their deepest emotions. It emphasizes the idea that your scent is who you are.
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Writer: Veronica Polanco
Editor: Karina McCarthy
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