Mindscent: how Guerlain nailed it at experiential marketing…
- Julia Hong
- 30 nov. 2019
- 1 min de lecture
Let me introduce to you a really cool use of technology in my opinion: Mindscent, launched this october.
You can discover the new Mindscent experience in the Champs Elysées Guerlain store. Fragrance experts and Guerlain’s digital innovation team used the discovery of Nantes University researchers, a technology able to detect feelings directly from the brain, in order to create this fabulous experience. Discussing about Mindscent, Jean-Denis Mariani, CDO at Guerlain, said "Digital is now about differentiating ourselves via a unique client experience. We created a flexible innovation team to search for technologies to always fulfill our clients needs".
Here is how Guerlain sales persons are now able to really match a customer with a perfume. Thanks to a neuronal headset put on the customer’s head, the machine will analyze his reactions and emotions while smelling in a blind test 4 different fragrance families, fresh, floral, oriental and woody, and while answering a short questionnaire based on the observation of aspirational images. After few seconds, the machine finds for the customer the perfect match among all the 110 Guerlain fragrances. The result, displayed by a screen, best fits the personality of the customer. The experience is soon to be launched internationally.
By immersing the customer into a memorable and emotional experience, Guerlain creates a closer bond between them and the visitors of the store, mastering experiential marketing like genius! Guerlain reaches the customer directly in the heart by being able to translate the emotions into a fragrance. In this digital era, brands are sometimes struggling to create a long-lasting and significant impression. Guerlain perfectly overcomes this challenge using technology.
Sources:
https://twitter.com/Guerlain/status/1182676019167268864
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