Discovering perfumes online, Puig launches Wikiparfum as a sales aid

There is nothing more delicate than choosing a perfume. The Spanish company Puig, founded in 1914, specialist in perfumes and cosmetics, launches WikiParfum, a digital platform for choosing a perfume.

A platform, a mobile app and a perfume testing device

The Wikiparfum platform is dedicated to perfume, with an associated mobile app intended for in-store use. The WikiParfum platform is complemented by AirParfum, a system launched by Puig in 2018 for use at the point of sale.

A library that currently includes 19600 perfumes

The digital platform Wikiparfum allows you to compare and choose fragrances from a library that will be constantly updated and currently includes 19,600 fragrances. The WikiParfum platform is completed by AirParfum which aims to respond to the impossibility of testing some perfumes in stores without olfactory saturation.

AirParfum technology transforms purified air into fragrant air, so you can discover dozens of scents without confusion or sensory fatigue. An AirParfum demonstration, for example, was conducted at the Prado Museum in July 2022 to connect perfumes to paintings.

The WikiParfum solution is used to visualize a perfume

Regarding the WikiParfum site, when a user searches for a fragrance on the site or mobile app, a digital tool pulls from a database containing 1,400 pictures of raw materials used in perfumery and organizes the images within a visual representation. This solution or “perfume visualizer” makes it possible to “visualize” the perfume. The larger the image, the more dominant the component. Presented against a black background, the composition is intense; on a white background, it is less.

WikiParfum wants to help users discover the smell of a perfume before trying it on in the store

WikiParfum wants to help users discover what a perfume smells like before trying it on in the store. The information and recommendations provided by WikiParfum are based on scientific criteria and expertise in perfumery to guarantee accurate, objective and brand-independent results.

In addition to 19,600 perfumes, the site collects 1,400 ingredients and 900 brands. It is available in 7 languages. A search engine provides fragrance recommendations. “These recommendations are objective and are made independently of an algorithm,” says Puig. The content is developed by professional perfumers and scientists, to educate users at all levels. It aims to be an indispensable tool for buying and donating fragrances.

Puig collaborates with Michael Edwards, perfume expert and historian

Behind the interface of the WikiParfum platform, Puig announces that it has set up an analysis system. Puig collaborates with Fragrances of the World, an independent perfume classification guide created by Michael Edwards, perfume expert and historian. Its database provides, for WikiParfum, specific information on fragrances. Based on the olfactory map of the database and personal preferences, the platform’s algorithm provides users with personalized recommendations.

The WikiParfum mobile application is designed for in-store use

The WikiParfum mobile application is designed for in-store use. It includes a barcode reader called EAN.Nose. It is available on Google Play and App Store. Shoppers can “visualize” the scent of a perfume and learn key facts about it by scanning the perfume label at the point of sale. This should build customer confidence when shopping for themselves or others.

Puig positions WikiParfum as a tool for finding the perfect gift. However, it is necessary to know a person’s favorite fragrance, scent family or ingredient to identify the most suitable gift. In addition to visual data, WikiParfum provides information such as the olfactory family of the perfume, its main ingredients, the perfumer who created it, and the price range. A selection of related fragrances with similar ingredients completes the search results. Each piece of information provides users with an opportunity to deepen their knowledge through links that lead to more developed content.

A system launched in 2020 to recognize the smell of a perfume without smelling it

Puig has long sought to detect perfumes from a distance. In September 2020, Puig launched AILICE, a technology that allows you to recognize the scent of a perfume without smelling it. When the customer enters a perfumery, he scans a QR code with his smartphone. AILICE shows the olfactory family of the fragrance as well as its main ingredients. This technology also communicates information about similar products available in the store that match the customer’s preferences.

The Magic Monocle digital tool has been piloted in Penhaligon stores in the UK and Asia

To launch this technology Puig worked with Penhaligon and created the Magic Monocle digital tool. This digital tool has been piloted in Penhaligon stores across the UK and Asia. It was intended to help consumers navigate through the brand’s olfactory offering while creating a list of products to try and buy. In 2018, Puig launched Puig Futures, a platform aimed at developing digital and innovative technologies for the perfume industry.

The international company Puig creates and markets cosmetics and perfumes. In 2021, Puig achieved a turnover of 2.6 billion euros. Puig sells its products in 150 countries and has offices in 29 of them. Its brand portfolio includes the Beauty and Fashion division with brands Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Nina Ricci, Byredo, Penhaligon’s, L’Artisan Parfumeur, Kama Ayurveda and Loto del Sur.

License with Louboutin and Comme des Garçons

Puig manages licenses such as Christian Louboutin and Comme des Garçons Parfums. Puig offers “Lifestyle” perfumes such as Antonio Banderas, Adolfo Dominguez and Benetton. Charlotte Tilbury has her own luxury makeup brand. As for the “Derma” division, it includes the brands Uriage, Apivita and the joint venture with Isdin.

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