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Without models and celebrities, how do you reinvent perfume?

Posting in Design

Can we really move the fragrance away from the world of celebrity-endorsed commercials and topless models?

As reported by Co.Design, one branding agency based in L.A. believes so. With the Internet explosion, businesses now have an instant medium to reach broader audiences, and no longer have to rely on attractive advertisements in print media or on television. So how can the web be used as an effective tool to entice consumers to buy?

This is the question behind online scent company Commodity. Faced with the biggest, most obvious challenge -- that you cannot smell anything digital -- the firm is working in conjunction with L.A. agency Ferroconcrete to generate enough interest to launch a pilot program that will bring custom perfumes to clients through the web.

The idea behind the scent company's new Kickstarter campaign is fairly simple. Instead of wandering into a store and testing out multiple scents, you can "tailor" your perfume by choosing from 20 scent combinations available -- from "book" to "gin". Once you've made your selection, you are sent a test kit with different samples before making a purchase if you wish.

The price tag of $50 is touted as a result of streamlining operations by being able to sell scents without a physical premises.

Creative director of Ferroconcrete told the publication:

"The biggest challenge is that you can't smell what you see online. Currently the fragrance market is saturated with shirtless male models and lofty slogans. We wanted to create something modern that felt accessible even if you're not into fragrances."

The idea seems to have captured the interest of the general public, as with 21 days to go, the agency has raised $17,384 based on a goal of $20,000. Perhaps this is another case of businesses turning to the Internet in order to remain competitive by reducing overheads and turning away from the traditional, physical store.

(via Co.Design)

Image credit: Commodity

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— By on March 13, 2013, 1:31 AM PST

Charlie Osborne

Contributing Editor

Charlie Osborne is a freelance journalist and photographer based in London. In addition to SmartPlanet, she also writes for business technology website ZDNet and consumer technology site CNET. She holds a degree in medical anthropology from the University of Kent. Follow her on Twitter. Disclosure