We’ve all passed through the cosmetics/fragrance counters in a Macy store or other major retailer only to have a pleasant-looking person standing by to mist us with the latest fragrance from Elizabeth Arden or Tommy Bahama. It’s a nice sampling tool, but Sephora has taken it to a whole new level.
It offers an in-store or online quiz, Fragrance IQ, that will tell consumers whether they prefer fruity or floral scent notes in their perfume and other fragrance characteristics. The results can help the customer filter thousands of choices down to ones that match the customers’ preferences.
Sephora has also rolled out “InstaScent” stations so customers can test scents and learn more about scent categories. The marketing tools are an effort to help Sephora drive sales in its fragrance department, which lags far behind beauty and skincare. Read the article …
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