Victoria's Secret launches customisable fragrances

Consumers can create their own perfumes

Victoria's Secret has announced a new fragrance retail concept – readily customisable perfumes available in all its stores.

The Victoria's Secret Fantasies Studio includes a range of mists and lotions designed to be used in combination to create unique scents. Launching in stores, online and in the Victoria's Secret catalogue, the scents include existing fragrances as well as some new scents. New product formulas have also been introduced to the Fragrance Lotion and Fragrance Mists for the launch.

Fragrance studios are due to appear in Victoria's Secret stores from today onwards, with a starter guide for consumers at each location.

The range includes 19 different scents, of which Victoria's Secret suggests consumers "mix two or a few" to create their own signature scent. Five of the scents are new to the brand: Dream, Kiss, Rush, Exotic and Romantic. Consumer favourite scents such as Love Spell, Secret Charm and Pure Seduction are still available but the whole range has been refreshed with new packaging to fit the concept.

Cheaper than bespoke perfumes, the innovation gives mass consumers a chance to create their own scent. Retailling at $9 for Fragrance Mist, Fragrance Lotion or Fragrant Hand & Body Cream the range is being called "Fast Fragrance" by Victoria's Secret, offering consumers an affordable way to create a unique scent for themselves.

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