Coty to release hands-free fragrance testers
As the beauty industry navigates the safe return to in-person shopping, New York-based cosmetics conglomerate Coty Inc. has announced that it will be rolling out touchless fragrance testers to global retailers within the next 12 months.
According to the company, the digitally-enabled fragrance testing devices will undergo real-world testing in key European markets this month, with a further trial in Asia planned for later this year.
Developed in partnership with French beauty tech start-up Êverie, which specializes in smart devices, micro-dosing and diffusion technologies, the testers deliver a single droplet of fragrance to an arm or a blotter, without shoppers having to touch anything.
As well as responding to health and safety concerns related to the hygiene of the in-store environment in the wake of the Covid-19 pandemic, Coty claims that the device offers a range of other benefits. The application of a single droplet of fragrance, for example, offers shoppers a less invasive experience compared to traditional spray testers, which “oversaturate the air, overwhelming the senses and surrounding environment.” It also reduces perfume loss, prolonging the life of tester bottles.
The devices, which are compatible with all of Coty’s fragrance testers and can be personalized to each of the group’s brands, also allow the conglomerate to leverage data in collaboration with retailers in order to optimize tester placement and customer experience.
“Coty’s touch-less fragrance tester is a breakthrough innovation developed in partnership with Êverie. With the return of in-person shopping, the health and safety of our consumers are always at the forefront of our minds,” explained Coty’s vice president for retail experience, Claire Catherine-Mercier, in a release. “Deploying a single drop of liquid to the skin with the same restitution as traditional testers, this new technology eliminates unnecessary waste and offers a safe, contact-free alternative for testing.”
Coty’s hands-free fragrance testers join a growing number of technological innovations that have been introduced to brick-and-mortar beauty retail over the last few months in an effort to make the product testing experience more hygienic for shoppers. In particular, virtual make-up try-on tools have been gaining space in physical retail spaces.
Coty’s fragrance portfolio includes brands such as Burberry, Calvin Klein, Chloé, Gucci, Hugo Boss and Marc Jacobs.
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