Forgoing traditional norms and instead turning to consumer data to design its latest perfumes, Boticário combines the best of AI with the human touch of a master perfumer

Brazilian cosmetics brand O Boticário is releasing two new additions to its perfume line that were developed using consumer data and artificial intelligence. These two new fragrances are the product of Philyra, a machine-learning tool that was created through a partnership with information technology firm IBM, and the data-driven fragrance manufacturer Symrise.

Using Philyra, O Boticário was able to marshal consumer data, such as customer location, age, responses to past products and general sales information to custom make fragrances for particular demographics. In particular, the two new fragrances were designed for millennials, emphasizing notes of cucumber and wood, caramel and condensed milk, and fruit and flowers.

 

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In addition to the AI, Boticário still preserves a human element to its production, having a master perfumer from Symrise tweak the final version perfect it. Further, the brand aims to develop bias-free products free of traditional gender norms, instead informing its fragrance with consumer preference and data over societal expectations.

O Boticário

IBM

Symrise


Lead image: stock photos from montira areepongthum/Shutterstock

Brazilian cosmetics brand O Boticário is releasing two new additions to its perfume line that were developed using consumer data and artificial intelligence. These two new fragrances are the product of Philyra, a machine-learning tool that was created through a partnership with information technology firm IBM, and the data-driven fragrance manufacturer Symrise.

Using Philyra, O Boticário was able to marshal consumer data, such as customer location, age, responses to past products and general sales information to custom make fragrances for particular demographics. In particular, the two new fragrances were designed for millennials, emphasizing notes of cucumber and wood, caramel and condensed milk, and fruit and flowers.