Yesterday upstairs on the men’s floors at Isetan Shinjuku was a scramble of male fashionables rummaging through lithe haute mode, a fascinating sight to behold as futuristically garmented assistants clad in hot fashion (and cold attitude) looked on blankly as the equally well put-together, handsome and moneyed men of Tokyo took advantage of the January bargain sales; discounts on Balenciaga, Yohji Yamamoto, Saint Laurent et al, all piled up in quickly discarded decisions or else bagged up and contentedly paraded out in swinging retail bliss from the overheated black interiors through the automatic doors and out to the chilly city air.
Leaving Duncan to scout out a choice item ( I myself was very quickly overcome with claustrophobia ) I instead made my way down to the Perfume Halls downstairs to have a quick look at what was what, immediately finding myself drawn towards the new Guerlain Concession, wherein virtually all of the house’s perfumes have been put in identical bottles and given numbers in bingo or assembly line fashion; a factory line up of identically packaged scents, but with complicatedly different prices I personally find a little discombobulating: a lesser Guerlain Aqua Allegoria such as Limon Verde, for example, will be placed next to a classic such as Vetiver, and you make your selection based on your instinctive reaction to the smell, helped by the new Mindscent system, as explained below from the LVMH website:
Always seeking exciting innovations, Guerlain has developed Mindscent, a fragrance finder powered by emotion sensors. Thanks to cutting-edge technologies – neuronal headset and visual interfaces – customers in Guerlain boutiques are invited to discover a unique experience to find out which of the Maison’s 110 fragrances is their favorite, the perfume that brings them the most positive emotional reaction and best matches their personality.
After inventing Olfaplay, a digital radio app and website for people who are passionate about perfume, Guerlain continues to tap into the latest digital technologies with Mindscent, a new perfume experience proposed at the Maison’s boutiques. Created by Guerlain’s Digital Innovation team and fragrance experts, this groundbreaking experience is based on an innovative concept developed by researchers from Nantes University called “Keurokiff” that is able to detect feelings directly from the brain.
Visitors to Guerlain boutiques simply ask a sales associate to fit them with a neuronal headset and are then invited to blind test four distinct fragrance families – fresh, floral, oriental and woody – before answering a few questions while looking at aspirational images. The neuronal sensor analyzes the customer’s feelings to guide them. After testing several recommendations from among the 110 Guerlain fragrances available in the boutiques, their perfect perfume match is displayed on the screen in just a few seconds.
The Mindscent app was officially unveiled at Guerlain’s emblematic 68 Champs-Elysées store on October 11. It will initially be available at the Guerlain Place Vendôme and rue des Francs-Bourgeois boutiques in Paris before being rolled out internationally, supported by the “My Emotion, My Fragrance” campaign.