Coty to launch touch-less fragrance testing to elevate in-store experiences

Beauty giant Coty is to launch an innovative touch-less fragrance testing device for use in beauty retailers within the next year.

Developed with French beauty tech start-up Êverie, the digitally-enabled device has been designed to offer in-store shoppers a heightened fragrance discovery experience and drive in-store sales, as shoppers around the world flock back to physical stores.

Real-world testing of the units in stores is set to kick off in Coty’s key European markets later this month, followed by a planned trial in Asia later this year.

Unlike existing spray testers which can “oversaturate” the air and overwhelm the senses and surrounding environment, the new device delivers a single droplet of liquid directly to an arm or a blotter.

The device, which can also work for weeks without a battery recharge, will be personalised to each of Coty’s brands, which include fragrances from Burberry, Marc Jacobs, Gucci, Chloé, Calvin Klein and Hugo Boss.

Data from the device will also allow Coty and its partner retailers to optimise tester placement and deliver superior customer experiences, by ensuring that beauty advisers  are present when needed.

Coty vice president of retail experience Claire Catherine-Mercier said: “Coty’s touch-less fragrance tester is a breakthrough innovation developed in partnership with Êverie. With the return of in-person shopping, the health and safety of our consumers are always at the forefront of our minds.

“Deploying a single drop of liquid to the skin with the same restitution as traditional testers, this new technology eliminates unnecessary waste and offers a safe, contact-free alternative for testing.”