Digitised Perfumery: The Fragrance Lab

As featured in MiNDFOOD, the perfume industry is becoming increasingly digitised, with scent profiling, concoction and even delivery of fragrances being done via digital technologies.

Last year, global trend forecasting, strategy and insight agency The Future Laboratory created the hugely popular Fragrance Lab in London’s Selfridges department store.¬†Customers who visited the concept underwent an immersive and sensory journey involving digital profiling, personality analysis, installations and sensory tests, resulting in a specially-created fragrance at the end.

The digital fragrance trend is bubbling under within the industry, and MiNDFOOD expects it to become a major force in perfumery over the next 10 years.

View our gallery of images of the Fragrance Lab at Selfridges.

Photography by Hufton & Crow

Beauty Director’s Product Of The Week

I can‚Äôt stop spraying the lush warmth of Narciso ‚Äď the new fragrance from Narciso Rodriguez. I‚Äôve never been a fan of girlie floral perfumes, so I‚Äôm loving the woody focus of this scent. The minimal matte white bottle and olfactive impact of the scent perfectly convey’s the designer’s ethos of making masculine things beautifully feminine.