The beauty brand launched a fragrance discovery experience that uses touch, smell, sound and sight to take visitors to its Buenos Aires store on an immersive journey

Global beauty brand Coty is marshaling VR to enhance how shoppers discover its fragrances. Just launched in Argentina, the immersive sensory experience helps shoppers explore the brand’s luxury scent portfolio as well as find the right match for their preferences.

After providing some general contact information, visitors to the Buenos Aires pop-up location can test out seven different scents, donning a VR headset and picking up any of seven scented stones to launch a short video that animates that particular “olfactory territory.” The scent profiles are separated into broad categories like citrus or floral and are brought to life with relevant visuals, sounds, smells and more.

Contact information is collected so Coty can match customers with a fragrance as well as follow up to gauge if the experience influenced consumer opinions of its fragrance line, and whether or not they made a purchase. So far, the data has reflected that shoppers prefer an in-store experience, and Coty accordingly has plans to expand the VR capability to other stores.

Coty


Lead image: woman trying virtual reality device stock photo from Thomas Andreas/Shutterstock

Global beauty brand Coty is marshaling VR to enhance how shoppers discover its fragrances. Just launched in Argentina, the immersive sensory experience helps shoppers explore the brand’s luxury scent portfolio as well as find the right match for their preferences.

After providing some general contact information, visitors to the Buenos Aires pop-up location can test out seven different scents, donning a VR headset and picking up any of seven scented stones to launch a short video that animates that particular “olfactory territory.” The scent profiles are separated into broad categories like citrus or floral and are brought to life with relevant visuals, sounds, smells and more.