Welcome to Coty’s fume scent lounge
Fragrance enthusiasts just got a first look at the next generation of scent installations with the debut of Coty’s fume scent lounge at Hudson’s Bay, Yorkdale, Toronto. It’s a reimagining of the fragrance shopping experience that offers a multi-sensory journey from raw material to finished product.
“As the global leader in fragrance, we recognized an opportunity to reinvent and elevate the art of perfumery in a modern way,” says Amaury de Vallois, General Manager of Coty Canada. “Millennials have different shopping habits from the generations before them, and this new experience is visually interesting – an innovative and interactive way to try different scents.”
The lounge, framed below a curling fabric canopy designed to resemble perfume mist, attracts consumers with large-format screens across a series of sculptural digital pillars that are designed to allow for perfect social media photos whether it be Instagram, Twitter, Facebook or Snapchat. A curated track list of music was handpicked to complement each brand and fragrance in the lounge. You’ll find fragrances by Calvin Klein, Chloe, Gucci, Marc Jacobs, Hugo Boss, Bottega Veneta, Tiffany, Lacoste, and more.
Here’s what is cool: unique non-spray ‘inhalers’ will allow consumers to explore different fragrances without overwhelming their senses. These have been perfectly calibrated to offer the perfect amount of fragrance to get a true scent of the artistry and complexity of the blend of notes. Each inhaler is RFID-tagged, so it can be scanned on the interactive table, displaying information about the brand, the fragrance notes, selection and price. A playful quiz provides consumers with custom scent suggestions.The space was designed by award-winning architects dkstudio, with custom architectural fabrication completed by Eventscape and interactive digital screens by Icon Digital.
Francois Coty and his wife Alexandrine Le Baron
This latest advance in technology and approach carries the spirit of Francois Coty who founded a fragrance company in 1904 in Paris. From the first day, he was a trailblazer reimagining different fragrance styles and categories. When he had difficulty getting his first scents into chic department stores, he dropped a bottle of La Rose Jacqueminot on the countertop at Grands Magasins du Louvre.
Grand Magasins du Louvre, Paris, where Francois purposely dropped a bottle of his La Rose Jacqueminot perfume.
Attracted by the scent, customers swarmed the area, demanding to buy the perfume. Coty’s entire stock was gone in a few moments and the store immediately placed an order and offered him a space on the selling floor for his perfumes. He proved he was a talented perfumer and a brilliant marketer.
A’Suma by Coty, 1934
Francois was one of the first perfumers to understand the power of a beautifully-designed bottle and set about building a relationship with Rene Lalique who not only designed the bottles but the labels which were printed on gold background with raised lettering. The look was in the Art Nouveau style.
A keen observer of consumers, Coty invented the idea of a fragrance gift set, an attractive gift box containing a fragrance with ancillary products such as matching powder, soap, cream and cosmetics. “Give a woman the best product to be made, market it in the perfect flask, beautiful in its simplicity yet impeccable in its taste, ask a reasonable price for it, and you will witness the birth of a business the size of which the world has never seen,” he said when describing his business approach. By 1910, Coty had 9,000 employees who manufactured 100,000 bottles of perfume a day. He would soon expand into cosmetics and skincare. By 1925, 36 million worldwide used Coty face powders. His most popular product was Air-spun face powder.
So it is no surprise that the company bearing his name would continue to innovate a century after its inception. This fume scent lounge will no doubt enchant a new generation of fragrance enthusiast. You can experience this scent lounge for yourself by visiting Hudson’s Bay, Yorkdale Shopping Centre in Toronto, Canada.