One of the most notable activations that we presented in the trendbook is the ScentXplore experience from the fine perfumery house Amouage. When opening its flagship store in New York, Amouage implemented a revolutionary interactive olfactory experience. The idea is simple, but incredibly effective: customers choose four fragrance notes (head, heart, base and a complementary note) based on their personal preferences, with the help of a sales consultant. These choices are then placed on a dedicated platform, thus personalizing the in-store experience.
The most fascinating thing is the integrated visual element: a central wall lights up dynamically to highlight the scents corresponding to the chosen notes. This makes discovery both interactive and intuitive, creating a memorable sensory experience.
This type of activation perfectly embodies the fusion of technology and emotion. By making the perfume selection process more fun and personal, Amouage reinvents the customer relationship and demonstrates how innovations can be used to enhance the brand’s heritage. We also suggested, in the trendbook, ways to go even further, such as the integration of EEG technology to measure customers’ emotional reactions to shortlisted perfumes, thus adding an even more precise layer of personalization.
Finally, it is increasingly common to see activations of this type accessible to a wider audience, and no longer reserved only for VIP customers. Brands have understood that is no longer enough just to retain their privileged customersbut it is essential to offer unique experiences to all their customers, in order to strengthen their engagement and expand their audience.
