Phlur uses pictures, descriptions, and music to sell perfume online rather than at the store

Perfume ads often create elaborate fantasies featuring colorful deserts and sophisticated soirees to sell their particular scents. Fragrance start-up Phlur is looking to sell perfumes and colognes by crafting descriptive scenes and a playlist to enable consumers to gain a true “feel” for the scent.

Each of the company's six scents sets up a specific scenario. For example, Greylocke's description reads, “It possesses an earthy vibrancy, like the calm that follows a rain—soft but striking. If you're looking to project the carefree ease of the Kennedys playing touch football—or just enjoy the heady blend of pine and the sea—this is your go-to.” Each scent even features its own Spotify playlist, curated with songs that also provide a sensation to go along with the smell. The fragrances also come with already-prepared ingredients, for those looking more concretely for scents they know they enjoy already.

The company was founded by former Ticketmaster executive Eric Korman, who told Racked that the idea for this new online fragrance shopping method came from his own bad experiences in the fragrance section:

“Barneys has all of these high-end products from brands I’d never heard of, but I didn’t like that the area downstairs had so many fragrances that I couldn’t isolate what I was smelling, or that I was supposed to get to know the smell from a paper strip. And then there was the price. They want you to spend $300 on a bottle? I spent enough time at Ralph Lauren to know that no bottle needs to cost that much money!”

Each bottle is $85 or you can purchase a $15 sample kit of three fragrances that can be put towards the purchase of a full bottle within 30 days.

Phlur

Perfume ads often create elaborate fantasies featuring colorful deserts and sophisticated soirees to sell their particular scents. Fragrance start-up Phlur is looking to sell perfumes and colognes by crafting descriptive scenes and a playlist to enable consumers to gain a true “feel” for the scent.

Each of the company's six scents sets up a specific scenario. For example, Greylocke's description reads, “It possesses an earthy vibrancy, like the calm that follows a rain—soft but striking. If you're looking to project the carefree ease of the Kennedys playing touch football—or just enjoy the heady blend of pine and the sea—this is your go-to.” Each scent even features its own Spotify playlist, curated with songs that also provide a sensation to go along with the smell. The fragrances also come with already-prepared ingredients, for those looking more concretely for scents they know they enjoy already.