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The Fragrance Shop to welcome UK’s first AI fragrance machine as part of new experiential flagship

Sophie Smith
10 November 2023

The Fragrance Shop is introducing the UK's first Artificial Intelligence (AI) fragrance machine as part of its new London flagship, allowing customers to create personalised scents in-store.

The retailer has partnered with AI-guided scent creation platform EveryHuman to launch the 'Algorithmic Perfumery’ experience at the opening of The Fragrance Shop's new Oxford Street store on 16 November.

How does it work?

The AI-guided machine will allow users to create completely bespoke fragrances based on information they enter via a questionnaire.

Questions range from personal to fragrance specific, including ‘Are you a realist or a dreamer?', 'Is your style more business, hipster or sporty?' and 'How do you like to spend your spare time?’, amongst others.

The information feeds into a data system made up of 46 scent building blocks; a combination of natural and synthetic molecules, which then generates a corresponding unique scent profile.

Users can view the various ingredients inside each formula and decide if they’d like to purchase the products. If they’d like to go ahead, the machine creates three of their very own personalised fragrances on-site, in just over a minute.

The Fragrance Shop

Sanjay Vadera MBE, CEO of The Fragrance Shop, said: “Innovation and disruption are areas of business I’m really passionate about. As soon as I discovered Every Human, I was determined to bring it to the UK Market. I’m confident that this is just the beginning of a successful partnership together.”

Frederik Duerinck, Artist-Technologist and Founder, and Anahita Mekanik, Scent-Designer and Co-Founder of EveryHuman, added: "We are really excited to finally share this technology with a community of scent lovers. It is the first time the experience of becoming fully engaged in the creative process of scent will be made available to a larger audience.

"The Fragrance Shop is the perfect partner to introduce this in the UK. We respect its passion for scent and its commitment to providing the best service and education to their community."

The news comes as The Fragrance Shop gets ready to open its experiential store on London's Oxford Street later this month.

The flagship location marks the retailer’s first experiential space, giving customers the opportunity to "immerse themselves in the widest and most luxurious brands on offer at The Fragrance Shop".

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