Aramis and Designer Fragrances introduces fragrance personality app for 3G phones

Published: 30-Apr-2010
Fragrance

App to help sales staff find customers their perfect scent launches in London’s Selfridges


The Estée Lauder Companies’ Aramis and Designer Fragrances has launched Ascent, an interactive application for 3G mobile phones designed to enable sales assistants to reveal customers’ perfume personalities. The technology, which launched at London’s Selfridges store yesterday, is said to be the first of its kind. Based on aroma-chology, psycho-graphics and kinesthetics, the app uses a series of thought provoking images, sounds and colours to determine which scent type best reflects an individual’s perfume personality: sophisticated, casual or seductive.

“Ascent was developed with extensive psychological and consumer based research,” commented Trudi Loren, vp, corporate fragrance development worldwide, The Estée Lauder Companies. “It helps bring the fun back to fragrance selection and allows consumers to enjoy the experience while helping guide them in the right direction.”

The concept will remain exclusive to Selfridges in the UK, but will eventually be available in the US, Asia, Latin America and the Middle East in ten languages including Spanish, German, Russian, Hebrew, Taiwanese and simplified Mandarin.

The Ascent programme will utilise social and digital media such as Facebook, Twitter and YouTube to connect with consumers, according to Aramis and Designer Fragrances, who also hinted that the app could be available for general download within the year.

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