MUSE Gold

2022

Editions de Parfums Fragrance Finder

Entrant Company

Holition

Category

Website - Beauty & Cosmetics

Client's Name

Frederic Malle

Country / Region

United Kingdom

Finding a perfume that suits its wearer is an intimate and personal experience. The decision for selecting a fragrance is also heavily attached to how one aims to be perceived and remembered by those around them. Yet, more often than not, consumers find the process of choosing fragrance to be a complex journey - with pain points surrounding lack of familiarity with fragrance types and notes, and choice paralysis. Recognising the strong association between perfume selection and the expression of one’s self and individuality, luxury fragrance house, Frederic Malle collaborated with London-based creative innovation studio, Holition to create a hyper-personalised fragrance finder experience in October 2021. Launched as a standalone microsite in October 2021 in key markets in the USA and France, the Editions de Parfums Fragrance Finder was built with the primary aim of helping users find the most personal scent, matching their own unique identity. Holition created a bespoke interactive experience that branches out of the traditional choice matrix for fragrance discovery. Moving beyond top, middle, and bottom notes, the online Fragrance Finder peers into the personality of every consumer by exploring lifestyle data sets as the main parameters for product recommendations. Within the experience, users are invited to create their own individual user profile by choosing between personal style and looks, hairstyles, footwear, preferred modes of transportation, desired environment, and more. Upon selecting which data points best illustrate their personality, the Fragrance Finder then generates an individualised user profile to offer hyper-personalised product recommendations from the Editions de Parfums range. To create a seamless and offer a more bespoke service, users can also engage in virtual consultations to know more about their fragrance recommendations. With a highly visual user interface, a personalised product discovery, and seamless path to purchase, the experience created by Holition aptly brings out Frederic Malle’s core ethos of introducing perfumes born from total creative freedom.

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