by Annie Vischer
The Fragrance Lab at Selfridges has quite simply caused a sensation. It’s the most accessible form of bespoke fragrance service to hit the UK to date, and now it’s going digital.
The Fragrance Lab launched back in May as part of the Selfridges Beauty Project. Customers are presented with a list of rather baffling questions to answer. Some are related directly to scents, and others that are seemingly entirely irrelevant, like favourite shapes, patterns and fruit.
Customers do not choose the various components themselves, experts work to create their perfect fragrance based on their answers, which betray sides of their personality and lifestyle.
Everything is chosen by the Givaudan sensory experts to suit each individual customer, right down to the packaging and bottle shape.
The Fragrance Lab at Selfridges online costs £45.00 and can be indulged in here.