Perfumes

Mass customization hits the perfume industry- there's several examples here. At the top end, perfume company Miller Harris in London offers a truly bespoke service, creating a unique scent for you. It's expensive and when I spoke to them in May there was a waiting list of nearly 18 months. At this level there isn't much "mass" about this customization.

But towards the end of last year Body Shop in the UK launched a range of scents which were designed to be combined by the user in different ways to create unique scents. A great example of inviting the consumer into the product creation process. It was publicised in the window of many Body Shop branches.

And now Lynx (known as Axe in many countries) have teamed up with cool London store Oki-Ni to offer 100 people the chance to create a bespoke version of Lynx. Here are the details as listed on Oki-Ni's site:

"Lynx Bespoke Scent | OKI-NI / LYNX

Well aware that smelling great and looking the business go hand in hand, we’ve hooked up with lynx to bring you your own completely unique and bespoke signature scent. Design genius Pete Fowler is involved in the project making this a masterful collaboration for those looking for a rare experience to take their individuality to a whole new level. The production of each individual fragrance is a sophisticated process, taking a month from your initial meeting to the finished personalised product. You will receive a personal consultation at an exclusive London location where Lynx’s Parisian perfumers gain a nose for your desires, needs and personality traits to create a unique perfume profile just for you. Whether you’re musky and mysterious or woody and wilful, each individual’s personal profile will be mixed, tested and refined in Paris to create a personalised finished product. With Pete Fowler involved in the design its no surprise the product looks great too – a classic conical flask clasped to a chunky metal stand to hold your bespoke fragrance. It gets better: it comes in a hand decorated presentation box that contains a limited edition figurine designed exclusively for this project and signed by Pete, plus a carry case for your flask to take to your appointment. To order your fragrance simply select a time and date from the drop down menu that is suitable for you to visit London for your appointment. On receiving your order the box set consisting of the empty conical flask, clamp and figurine will be despatched with your carry case and invitation indicating the consultation date and time you have chosen."

Again- this is at the bespoke level of mass-customization. But coming from such a big mainstream brand as Lynx it is in interesting sign of what may be to come. Lynx as a brand has always relied on reinvention. Targetting teenage boys, the brand understands that each new generational cohort generally want to discover their own things and not do what their older brothers do. So Lynx has regularly introduced new scents and eliminated older ones. Each one comes with a new spin on the core Lynx brand promise (we help you pull girls). Mass customization is another way- a super turbo charged way- of achieving this reinvention on a continuous basis.

Comments

[perfume blue]

tips and facts about perfume-blue.great article and ressources for mot clé

[Breil Elena]

Hi,

it is ingenouis, the Site in German Language to fabricadet ?
Please send mi more Information.

Best reagards

E. Breil L - 9464 Stolzembourg 7, rue Pourplescht