Amkiri launches first ever ‘visual fragrance’

By Natasha Spencer

- Last updated on GMT

Amkiri launches first ever ‘visual fragrance’
Beauty innovation brand Amkiri brings together colour cosmetics and scents by introducing its ‘visual fragrance’, hailed as the world’s first of its kind.

The new patented technology is designed to give consumers “the complete freedom of multisensory self-expression”​, the company announced in a recent press release.

Planning its innovative introduction

Amkiri was founded by designer and entrepreneur, Shoval Shavit, innovation entrepreneur, David Chissick, and chemistry expert, Aliza Shavit.

“As a designer, and a very visual and expressive person, I initially came up with the notion of Amkiri for my own personal needs. I have always loved fragrances, fashion and cosmetics, and kept trying to blend the three while experimenting constantly,”​ shared Shoval Shavit, Founder, Amkiri.

“I asked myself how I could create a fragrance that is visual? I wanted to blend makeup, tattoos and fragrances in one product. Fast-forward three years, and with fantastic co-founders, investors and team, we have made this dream come true, with a product which has been designed for all, that we can’t wait to share with everyone,”​ Shavit added.

Scientific development

Prior to its industry launch, the trio worked extensively behind the scenes to scientifically and technologically to create a “sophisticated, yet simple to use, high-end product which embodies cosmetics, body art, tattoos and fragrance, all in one”.

Developed to carry any fragrance and colour, the patented technology contains a scented liquid creamy ‘ink’, which is then placed on the skin by Amkiri’s specifically developed applicators. As these consist of a Brush Wand, FreeHand Wand, stencils and stamps, the avid beauty lover can access and apply body art infused with fragrance.

From design to launch

David Chissick, Co-Founder and Chairman, commented on the conceptualisation phase: “Moving from idea to execution was the biggest challenge. Developing this technology meant pushing the boundaries. We needed to create a whole new category in the beauty industry, which involved formulating fragrance in a colour form, and inventing applicators which did not exist.”

The long-lasting ink formula, which can stay on for up to 12 hours, has been designed to adapt to the skin’s natural elasticity and movement to encourage designs to dry smoothly and maximise their staying power.

“I have spent 40 years in the retail industry observing consumer reaction to products, and what stands out to me most about Amkiri is how people of all ages and from all walks of life react to the experience for the first time,”​ supported Howard Socol, former Chairman and CEO of Barneys, New York.

Amkiri is gearing up to make a selection of its product range available in May 2018, with a wider launch planned for later in the year.

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