Japanese retailer Baroque taps into US scenting technology

Baroque, which operates over 340 retail outlets throughout Asia, has got Prolitec on board with its scenting machine technology in an effort to promote its most recently introduced fragrance and cosmetics line under the Azul by Moussy-in the spotlight brand.

Prolitec is known for its ambient scenting technology sold under the Air/Q brand, which is employed in a number of retail and service sector applications, both to create specific ambiences using fragrance, and also as a means of masking other odors.

Baroque has decided to further invest in the technology following a pilot scheme to test out how its customers reacted to the technology when used to help promote the store's signature scent.

Initial use of scenting machines was big hit with customers​

Initially the retailer used the technology to promote the ambient scent, designed by Laudamiel, in its 92 Azul by Moussy stores throughout Japan, merely as a means of improving the store's atmosphere.

However, the retailer said it was so impressed by customers’ reaction to the technology, it has decided to extend the use of the Prolitec technology as a means to help market a wider range of cosmetic, fragrance, and ambient fragrance products.

“The fact that consumers clearly wanted to take home a fragrance based on the store’s signature scent reflects its strong appeal, as well as the potential of our ambient scenting technology to generate increased sales,”​ commented Roger Bensinger, Prolitec executive vice president of marketing and business development.

Spurred the development of a full line of fragranced products​ 

Barroque said that the initial use of the technology and the customer reaction to the fragrance has spurred it to develop its own signature line incorporate the fragrance, which will include roll-on and solid perfumes, an eau de toilette, a body mist, hand cream, room spray, a candle and a shampoo/conditioner.

The Air/Q units includes micro droplet technology that can be controlled using an on-board computer to regulate the intensity and the duration of the fragrance, and also incorporates programmable start and stop times.

“By combining an ultra-low concentration of fragrance with a ‘smart’ and environmentally sensible delivery system, retailers can communicate to customers with scent as never before,”​ Bensinger said.