The sweeping, classical logotype. The restrained application of spot varnish. The stoppered glass bottle, frosted or faceted. Think about it. Isn’t it strange that perfume brands rely so heavily on visual elements to seduce consumers? Surely it would make more sense if consumers were encouraged to follow their noses instead.
The Desirée Parfums store in Milan it seems, would agree. It’s organizing fragrances by aromatic quality, rather than brand. All the perfumes it sells have been decanted into anonymous tester bottles and arranged into 7 families of fragrance. Assistants guide customers through the available options and help them find their perfect scent. Only when they reach the counter do they discover which fragrance they’ve actually chosen.
This could be a decisive moment. How many customers will go against the recommended perfume because they don’t like the way it looks?