Perfumarie Offers Immersive Fragrance Experience

Perfumarie wants to disrupt the fragrance shopping experience.
Founded by Mindy Yang, Perfumarie’s goal is to create an immersive fragrance experience by showcasing niche perfume brands and allowing consumers to test out a rotating assortment of scents.
“Especially in the U.S., we’re very intimidated by fragrance and the fragrance shopping experience is not amazing,” Yang said, who comes from a background in brand experience and has worked with niche fragrance brands for roughly eight years. “We wanted to change that and create a new kind of way for people to discover fragrances and give them different ways to have a better relationship with fragrance.”
One of the main features in the retail store is Perfumarie’s monthly assortment of 32 fragrances on tap. These fragrances are displayed in the taps with no branding, so consumers have no indication of what brand’s fragrance they’re smelling. Consumers are then taken through a blind smelling of all fragrances and are given a free 5-ml. bottle of their favorite scent. Yang plans to host a “reveal night” once a month for consumers to find out what brand and perfume corresponds to the taps. With the help of Daryl Do, partner and perfumer at Perfumarie, Yang finds fragrances from

Follow WWD on Twitter or become a fan on Facebook.

Read More…