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Discover Your Scent With Coty’s Multisensory VR Experience

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Coty has unveiled its multisensory fragrance discovery experience for the first time in Buenos Aires, Argentina.

Developed by Coty’s in-house innovations team and in collaboration with DVgroup, the experience incorporated smell, touch, sound and sight sensations with VR technology. Using a VR headset, shoppers were instructed to choose a stone that represented a unique olfactory family and then watched an accompanied 3D video to discover more about it. Following this, shoppers were then guided to perfumes that matched their preferred scent territory. 

Related: A Tech Twist: Hacking Your Sense of Smell and Taste

“When we set out on this project, our aim was to create a future-facing retail experience that merged the physical and digital worlds to help users navigate the rich and complex world of fragrances,” Elodie Levy, senior director, digital innovation at Coty. “The result provides shoppers with an incredible experience that marries art, science and technology. The technological breakthrough of mixing real scents with virtual reality is unprecedented. Our aim is to scale this experience across multiple Coty brands and with select retail partners, providing a better fragrance experience and service for consumers.”