Pure Beauty

Selfridges gives consumers control of fragrance creation at new pop-up

By Becky Bargh | Published: 4-Nov-2019

The new Layers concession from the Experimental Perfume Club will allow customers to choose from more than 50,000 fragrance combinations

Luxury retailer Selfridges is giving consumers control of their own fragrance purchases with a new pop-up from the Experimental Perfume Club.

Selfridges gives consumers control of fragrance creation at new pop-up

Using the personalised fragrance brand’s six edp blends, customers will be able to choose from more than 50,000 scent combinations to suit them.

Meanwhile, its new Layers App features an algorithm which enables shoppers to narrow down their personal taste to three fragrance combinations.

Once customers have chosen their blend, the brand’s Fragrance Curator will formulate the scent in-store.

“We love to provide unique olfactory experiences for consumers who are becoming more and more invested in what goes into their products,” said Experimental Perfume Club’s founder Emmanuelle Moeglin.

“The Layer’s pop-up will take our bespoke perfumery offering to the next level with more formula choice than ever before where customers will be guided in creating their own bespoke fragrance.”

At the centre of the pop-up will be a refill fountain, as the brand strives to reduce unnecessary packaging.

The station will allow customers to return with their packaging and refill their personalised scent for a reduced price.

She continued: “We are also proud to be a company striving for sustainability with our perfume refills, and are one of the only few perfume brands offering this eco-friendly service.”

The Experimental Perfume Club also has an in-store concession at rival retailer Harvey Nichols, which opened in May.

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