'World's first' digital fragrance unveiled in the form of unique NFT blockchain artwork

Look Labs is offering its Cyber edp as limited edition art pieces in addition to its physical release, with the sci-fi inspired scent encoded using spectrum data

Look Labs, the Germany-based beauty design company, is ushering in the next evolution of fragrance with the power of blockchain technology to offer tech-savvy consumers its Cyber Eau de Parfum as a digital fragrance.

Created by Canadian artist Sean Caruso, the scent has been encoded into ten limited edition NFT art pieces – which stands for 'non-fungible token', a type of cryptocurrency that represents a unique digital item, such as art, audio or video – in the form of spectrum data extracted using near-infrared spectroscopy, aiming to capture the future of luxury goods for the next generation of beauty consumers.

Caruso said: “For the NFT, I was inspired by the original packaging and bottle of the Cyber Eau de Parfum.

“I wanted a photorealistic render of the bottle with the illuminated label and the NIR data represented as a colourful spectrogram, as a contrast to the Gigeresque styled platter.”

Inspired by sci-fi movies and the increasing role of technology, AI and advanced scientific innovations in consumers' daily lives, the unisex fragrance features energising head notes and a heart of incense, translating into a base of zen wooden notes and amber.

It is also said to be the first fragrance to feature an illuminated label, thanks to embedded printed electronics; each bottle features a power button that lights up in red when pressed by users, while the universal Earth and recycling symbols have been included as a reminder to protect our planet and raise awareness of today's environmental challenges, according to Look Labs.

Scenting the future

Jordan Katzarov, the company's founder, said he aimed to create “the ultimate luxury fragrance that combines traditional craftsmanship with the latest disruptive technology”.

“Choosing the highest quality ingredients and materials was an imperative step in the process of designing and crafting a product that is unique and the first of its kind on the market,” said Katzarov.

The limited edition NFTs will be redeemable for a collector's edition bottle of the Cyber edp, for an additional fee, while those purchasing the first edition will receive a version signed by the creators with additional high resolution versions of the artwork.

Caruso added: “Look Labs’ research into the authentication of physical goods using NIR technology not only has infinite real-world applications but gives artists the possibility to visualise and create unique digital art, mintable as an NFT and fused to its physical counterpart.”

The physical Cyber fragrance will be available in limited quantities online from 11 April and customers can sign up for the drop list now at looklabs.com/cyber.

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