As reported by Europa Press and also announced by Puig through their own website, Tmall, the Chinese e-commerce giant, has launched Scent Visualizer, an innovative digital technology developed by Puig. This new technology allows users to discover, recognize, and visualize the scent of fragrances. The aroma visualizer displays the main olfactory ingredients of a perfume, allowing the user to get an idea of how the fragrance smells.
This innovation features a visual library of more than 1,400 unique ingredients and a database of 21,500 perfumes, based on their tool launched in late December, WikiParfum.
25 internationally renowned brands participated in the Scent Visualizer pilot program on Tmall for a period of seven weeks, generating very positive results for the sector: by linking an image to each perfume, the gross volume of online sales increased by an average of 5%. This led to an improvement in conversion rate and transaction value, as consumers made purchase decisions quickly by being able to "read" the scent.
Camila Tomas, Global Innovation & New Technologies VP of Puig, shared that it has been a great experience to participate in the project: "We are pleased to share our experience and digital ecosystem of technologies to present more consumers with the pleasure of perfumes. We have specially adapted fragrance descriptions and visualizations to the Chinese consumer, working closely with Tmall, which has an impressive team of perfume experts focused on their clients." Bao Ling, Director of the Fragrance Category at Tmall, explained that the fragrance market is a growing category in China: "As the fragrance market in China grows, so does the interest of new Chinese consumers in discovering new perfumes, as well as buying their favorite scents. We are excited about the result of this Scent Visualizer pilot and look forward to seeing further growth in this category."
This is a new move in Puig's strategy and purpose of 'educating the consumer'.