Discovering perfumes on the internet, 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 scent testing system launched by Puig in 2018 for point-of-sale use.

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Puig launched the AirParfum device in 2018 (Photo Puig)

A library launched with 19,600 perfumes

The Wikiparfum digital platform lets you compare and choose fragrances from a library that will be constantly updated and which includes 19,600 fragrances at launch. The WikiParfum platform is completed by AirParfum which aims to extend the number of scents that can be tested. The device aims to respond to the impossibility for a human being to test several perfumes in stores without olfactory saturation.

AirParfum technology works to transform purified air into scented air, so you can discover dozens of scents without confusion or sensory fatigue. A demonstration of AirParfum, for example, was carried out at the Prado Museum in July 2022 in order to associate perfumes with paintings.

The WikiParfum solution is used to visualize a perfume

With regard to the WikiParfum site, when a user searches for a fragrance on the site or the mobile application, a digital tool draws from a database containing 1,400 photographs of raw materials used in perfumery and organizes the images within a visual representation. This solution, or “scent visualizer”, makes it possible to “visualize” the perfume. The larger the image, the more dominant the ingredient. Presented on a black background, the ingredient is intense; on a white background, it is less so.

WikiParfum wants to help users discover the smell of a perfume before having tried it in store

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

In addition to 19,600 perfumes at launch, 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 made independently by an algorithm says Puig. Content is developed by professional perfumers and scientists, to educate users at all levels. It aims to be an indispensable tool for buying and gifting fragrances.

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Olfactory experience at the Prado Museum in July 2022 with AirParfum by Puig

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 guide to the classification of perfumes, created by Michael Edwards, expert and historian of perfumes. Its database provides, for WikiParfum, specific information on fragrances. Based on the database’s olfactory mapping and personal preferences, the platform’s algorithm provides users with personalized recommendations.

The WikiParfum mobile app is designed for in-store use

The WikiParfum mobile app is designed for in-store use. It incorporates a barcode reader called EAN.Nose. It is available on Google Play and App Store. Buyers can visualize » the smell of a perfume and discover the main facts about it by scanning the label of the perfume at the point of sale. This should build customer confidence when shopping for themselves or others.

Puig positions WikiParfum as a tool to find the perfect gift. However, it is necessary to know the aroma, the olfactory family or the ingredient that a person appreciates in order to identify the most suitable gift. In addition to visual data, WikiParfum provides information such as the perfume’s olfactory family, 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 offers users an opportunity to deepen their knowledge through links leading to more developed content.

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

Puig has long sought to discover perfumes from a distance. In September 2020, Puig had launched AILICE, a technology that aims to know the smell of a perfume without smelling it. When the customer enters a perfumery, he scans a QR code with his smartphone. AILICE indicates 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’s stores in the UK and Asia

For the launch of this technology Puig worked with Penhaligon and created the Magic Monocle digital tool. This digital tool has been piloted in Penhaligon’s 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 the same vein, Puig launched in 2018 Puig Futures, a platform intended to develop digital and innovative technologies for the perfume industry.

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 the 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.

Licenses with Louboutin and Comme des Garçons

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

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Puig works with Jean-Paul Gaultier (Scandal), Caroline Herrera (Good Girl) and Paco Rabanne (Pure XS)

Puig Futures is a platform dedicated to providing the best consumer experience, the most suitable brands and the optimal customer journeys for the sector. This entity targets the best digital innovations, the best products, the latest technologies and new business models by drawing inspiration from related sectors. Puig Futures aims to be the best partner in the industry, whether with new startups or with its current customers and suppliers.

Puig wants to reinvent the experience of the Perfumes category

Puig wants to provide the innovators with the greatest potential with the support, capital, experience and business opportunities to reinvent the fragrance category. Puig emphasizes its character as a family business mainly dedicated to perfume that wants to collaborate with the best players in innovation.

Puig Futures operates in three distinct areas. It’s about creating new disruptive business models, partnerships with other innovators and minority investment in other parties. Entrepreneurs or companies with original ideas can contact Puig Futures by writing directly to futures@puig.com or by accessing the Puig website, Puig Futures section (www.puig.com/en/puig-futures).


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Discovering perfumes on the internet, Puig launches Wikiparfum as a sales aid


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