Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

L’Oreal has partnered with neurotech company EMOTIV to create a futuristic perfume consultation that's a first of its kind. Combining the power of science and AI, the tech provides precise fragrance recommendations based on a person’s mood and feelings. Is this the future of luxury perfumes?

Scent, and the lack thereof, has been a defining feature of the pandemic. As people return to more public living, the return of fragrances is set to play a pivotal role. Le Labo’s Santal 33 is a strong example of how branding and design can place perfume firmly in the public’s imagination.

The pandemic introduced a new world of possibilities in terms of wellbeing, as people had more time to explore online retail in the self-care industry. With perfume marketing evolving from selling sex to promoting wellness, how can brands cater to consumers’ desire for feel-good fragrances?

Ffern is a Somerset-based perfumery that produces four seasonal, small-batch scents per year for its members’ club-style ledger of committed customers. How has the brand utilised transparency, membership, and limited runs to create an air of exclusivity and intrigue around its luxury fragrances?