Coty introduces multi sensory fragrance discovery experience, powered by mixed reality and connected scents

Coty introduced breakthrough 
multi sensory fragrance 
discovery experience
Utilizes touch, smell, sound and sight to send consumers on a fully immersive journey across the world of fine fragrances
Coty introduced a revolutionary fragrance discovery experience that mixes touch, smell, sound and sight for a fully immersive journey across the world of fine fragrances. Unveiled for the first time in Buenos Aires, Argentina, the experience helps shoppers explore Coty’s luxury fragrance portfolio and find their perfect scent match.

Shopper wear a virtual reality headset and pick up one of seven scent stones, which each represent a unique olfactive territory.  The user is then propelled into an immersive universe which brings the specific olfactive territory to life through the scented and texturized stone, 3D visuals and sound. Shoppers can then discover their perfect fragrance match based on their preferred territory.  The innovative use of mixed reality allows shoppers to remain in the store environment, while providing an additional layer of magic and other worldliness that the fragrance category is known for.

Elodie Levy, Senior Director, Digital Innovation at Coty, said: “When we set out on this project, our aim was to create a future facing retail experience that merged the physical and digital worlds to help users navigate the rich and complex world of fragrances. The result provides shoppers with an incredible experience that marries art, science, and technology.  The technological breakthrough of mixing real scents with virtual reality is unprecedented. Our aim is to scale this experience across multiple Coty brands and with select retail partners, providing a better fragrance experience and service for consumers.”

The experience was developed by Coty’s inhouse innovation teams in collaboration with DVgroup, an award-winning digital and VR innovation studio that mixes genres and formats to create striking immersive and interactive experiences.

About Coty
Coty is one of the world’s largest beauty companies with over $9 billion in revenue, an iconic portfolio of brands and a purpose to celebrate and liberate the diversity of consumers’ beauty. We believe the beauty of humanity lies in the individuality of its people; beauty is at its best when authentic; and beauty should make you feel happy, never sad. As the global leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics, Coty operates three divisions: Consumer Beauty, which is focused on mass color cosmetics, mass retail hair coloring and styling products, body care and mass fragrances with brands such as COVERGIRL, Max Factor, Bourjois and Rimmel; Luxury, which is focused on prestige fragrances and skincare with brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and philosophy; and Professional Beauty, which is focused on servicing salon owners and professionals in both hair and nail, with brands such as Wella Professionals, Sebastian Professional, OPI and ghd. Coty has 20,000 colleagues globally and its products are sold in over 150 countries. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment.

For additional information about Coty Inc., please visit www.coty.com.

Media Relations
Jennifer Friedman
+1 917-754- 8399