Advancing Algorithmic Fragrance Discovery

Netherlands-based AI-guided “scent creation platform” EveryHuman’s collaboration with fellow Dutch lifestyle brand Moooi enables consumers to create their own room fragrances. The process begins with a mood- and feeling-based questionnaire, asking unexpected, poetic and associative questions to produce a scent inspired by the respondent’s imagination. Based on the responses, the AI technology devises an aroma tailored to the customer’s mood and personality. The customised room fragrance also comes with a bespoke visual, called Aura, which captures the essence of the scent and mood in a unique display of colour.

“By harnessing the power of AI and personalised experiences, we are able to tap into unexplored areas of personalisation and create products that truly reflect our audience’s unique tastes and lifestyles,” said Moooi CEO Robin Bevers.

Likewise, customised skincare brand Proven’s new sister brand Noteworthy (US) uses AI for personalised fragrance recommendations. After customers take a five-minute quiz, it suggests four expertly crafted signature fragrances based on the gathered data.

“We realised [from our research] that 63% of women think it’s hard to find a fragrance they love, and 74% wish there was an easier way to shop the category,” said Ashley Boyce, CMO and co-founder of Noteworthy. “Our approach is focused on using what consumers tell us through the quiz and letting the algorithm and AI decide what will work best.”

For more AI-driven perfumery experiences, see The Brief.