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Coty Trials VR Fragrance Experience With A Retail Partner In Buenos Aires

December 18, 2018: 12:00 AM EST
Coty Inc. has unveiled a virtual reality fragrance experience in partnership with retailer Julieraque in Buenos Aires, Argentina. The store’s visitors are invited to don a VR headset to virtually “pick up” seven scented stones, each of which activates a short video on a fragrance concept associated with the scent. The VR experience is just one of a number of digital innovations Coty is introducing, including a voice assistant tool for Clairol and stations at Covergirl’s New York flagship store powered by augmented reality and artificial intelligence. Other premium fragrance brands are also trying out technology as a way to address a slowing market: the premium fragrance category is expected to grow 13 percent in the 2017-22 period, down from 16 percent in the 2012-17 period, according to Euromonitor International forecasts. Coty plans to take the VR experience to other markets and to customize it for specific brands.[Image Credit: © Coty Inc.]
Emma Sandler, "Coty Inc. launches VR experience for its perfume portfolio", Glossy.co, December 18, 2018, © Digiday Media
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