The multinational beauty player is the latest to launch an articial intelligence (AI) solution to meet specic consumer demands: we discover how it works. Launched in Argentina via retailer Julieraque, the company describes the new tech as a multi-sensory fragrance discovery experience, powered by AI.

The response has been “amazing”, according to Coty, with the company saying it wants to scale the experience further from here. The experience uses touch, smell, sound and sight and focuses in on ne fragrances, allowing consumers to nd their ‘perfect scent match’. Coty is one of the world’s largest beauty companies with over $9 billion in revenue. It is the global leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics.

How does it work? Shoppers 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 specic 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.

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