Despite the fact that the perfume business has been using synthetic materials for many decades, thanks to the development of science and technology, it still remains a fairly conservative area when it comes to interaction with the consumer. The fragrance needs to be mixed, inhaled, felt, worn.
AI technologies help perfumers in the formulation process – for instance when they work on combining molecules which are never mixed together, Thibaud Crivelli, founder of Maison Crivelli, says. Those tools do not replace their [perfumers] creativity but propose relevant accords and concentration levels which make sense from a scientific point of view. Perfumers say if we don’t feel the fragrance on us, then it fits us perfectly. But what about the world where fragrance is only a code, where the very principle of our senses has been revised. We use fragrances every day – what stops us from doing it in digital? Nothing but the fragrance itself.
Digitalization provides a range of opportunities for perfumers to expand their customer base, reach new audiences, and create engaging experiences, Yegor Lapshov, R&D of the Metaverse, Web3 creative marketing and BizDev, says. Web3 is still a relatively new field for perfumers, and the use cases for the technology in the fragrance industry are still very early. However, companies such as ScenTronix and OVR Technology have something to stress the market with. ScenTronixuses blockchain technology to create a platform for exchanging scents, providing transparent and secure transactions between suppliers and buyers. VR glasses by OVR Technology contain eight flavours mixing into hundreds of fragrances instantly while RTFKT and BYREDO are collaborating to deliver the perfume of the Future in Web3. We’re moving from 2D passive viewing to a 3D real-time interaction both with the perfume brand, their users and fans, Pico Velasquez, Founder of VIIRA, explains. And by perfume brand we don’t mean the perfume bottle, but what the brand holistically represents: its product, its essence, its culture, all as an immersive interactive experience.
In the very near future, brands simulating fragrances in digital will provide a unique and immersive sensory experience similar to how audio and visual technologies have transformed our digital experience. It’s just a simple question of time to know what Web3 smells like.