Zoé: “How to explain this democratization?”
Charlotte: “Thanks to Tiktok, Instagram, all the social networks that one can imagine, there really is space to be very visual, even without muse. I mean, it is also the niche, it is independent, it is not muses. Social networks will make it possible to highlight all these brands and all these products, and find their community.”
Consumer knowledge:
Zoé: “How did you understand the expectations of the consumer before the digital era and of ia?”
Charlotte: “We do the same as artificial intelligence, because artificial intelligence will take data and make it an analysis. This is what we did, except that we, the data, had to go and obtain it. And how we did it? We, the agencies that allowed us to do the tests of consumers that allowed us to make a group group, for example, that is not a new release.
Zoé: “Has your way to analyze trends and olfactory preferences changed? If so, how?”
Charlotte: “The speed of what he can provide as an analysis. But, in fact, like you and I, we will say, we will read figures, and we will draw conclusions that are not especially the same. Therefore, he, obviously, obviously, obviously, artificial intelligence still has a knowledge of elergy, but that is limited to him. Therefore, the information of consumers cannot respond to the specifications of the perfume. There was a clean store.
Creation process:
Zoé: “Digital and AI play a role in the conception of fragrances?”
Charlotte: “Always, it will be the nerve of the war, I mean they will be the data. In fact, that these artificial intelligences can only be stopped in what they know or the formulas they will have, because we cannot patent a perfume formula.
Artificial intelligence can have access to these data, but it will be limited, and if you want, life is beautiful, which is in IFF and is in Firmenich, it can make the proposals approach, but it will not know the formula.
Today, artificial intelligence is really an improved perfume assistant, in the sense that we are going to question. If you want a pear perfume, you will offer a first agreement, and then, around this agreement that will be validated, you will offer new things. Artificial intelligence is able to take out a perfume, after it is a perfume that one would like, it is still something different. The perfume is really there to bring the extra soul of the perfume. ”
Zoé: “Do electronic and digital commerce make it possible to fulfill consumer expectations compared to physical distribution?”
Charlotte: “Yes, because when you are in Paris, but when you are in more distant cities, in the provinces, there is not necessarily a Sephora at the bottom of our house, you cannot buy everything quickly, especially the marks of niche. Even in Paris, you do not necessarily find the store you want by your side, there is a store in Paris and you have to leave, you have to leave, you have to go, you have to go.
Inevitably, websites have really accelerated, everything that is electronic commerce, obviously that is beneficial for this type of brand. Subsequently, I would say that it is not replaced, it is in combination, because you are not going to buy a 250 euros niche perfume without having felt it. So, for that, niche brands have really made an effort, which is in sampling or even in travel aerosols, to try to offer a box of 10 samples from the entire collection, so that it controls it at 10-20 euros, which feels all the perfumes and choose the one you want, without having to move in the store. Then, from experience, it is never really what worked, that is, that really, the consumer prefers, at this stage again, to come to the store to feel, have this experience and the experience in any case of the perfumers, especially for niche brands. “
Zoé: “Do you think I could one day create perfumes with noses?”
Charlotte: “Yes, and then there is already a perfume that has been created thanks to artificial intelligence, it is by Simrise, David Apple. He did it in a Brazilian brand called Ego, it seems to me. Much.
Customer distribution and experience:
Zoé: “Did digital tools change the way you test and present your creations? And how?”
Charlotte: “Yes. In all smell launches, there will be digital systematically. In any case, it must be digital, because when you perform a public relations launch, it will have influencers who, in any case, are the era of the digital and will want everything to be digitated. Therefore, in fact, it is constantly a prist that we will use.
Zoé: “How to transmit olfactory messages?”
Charlotte: “They will be the five senses that we are going to explode. This is, for example, for an intense chrome. We had a room in which you had the impression of being submerged underwater, because it was the whole concept of this perfume, being immersed underwater, where you only had a ticket or things like those around the perfume. When you move There are really a little, there are things like those around the perfume.
And tomorrow?
Zoé: “What are the main opportunities offered by AI and Digital for niche perfume?”
Charlotte: “This is a difficult question, because we do not know how we can use artificial intelligence. I would say that the next step, and that the brands are already working on it, it is the setback and how to present it. Then, the advantage of the perfume is that there is also all the work in the bottle that becomes a collection object.
As ? I don't know, because we are still too attached to the earth to the land of our surroundings. Finally, niche brands, precisely, can allow you to make a place. But well, I'm not convinced. I think that niche brands, on the contrary, do not always go to the trend and suddenly, they may not choose the easy ways, we will say, or easy to access, or more immediate to choose their large groups. “
Zoé: “How do you imagine the evolution of the sector in the next 5 to 10 years with these innovations?”
Charlotte: “In fact, I think it will not really be in innovation, it is especially due to consumers and the consumption methods that we are going to have. That, that we still do not know, but I mean that the new generations that arrive today cannot do anything without AI. Therefore, that is what will influence the industry, because in fact, the industry is consumed, we want to respond to a consumer and consume. The new generations appropriate all these tools and how they will want to consume.
