Charlotte Tilbury at Puig, the renowned makeup mogul, has launched her fragrance collection with artificial intelligence. According to the brand, this collection parterned with perfumers and neuroscience experts from IFF. This marks its collection aims to neuroscience.
This collection include six eaux de parfums. The fragrances are priced at €150 for 100ml and €23 for 10ml, with a Discovery Coffret of six 1.5ml vials retailing for €29.
Tilbury said through her collaboration with IFF, she articulated a vision of eliciting specific feelings and sensations through scent, laying the groundwork for the formulation of what she termed ’emotion molecules.’
Utilizing data from Scentcube, IFF’s proprietary AI tool adept at discerning fragrance ingredients that trigger various emotional responses, Tilbury and her team honed in on a palette of aromatic elements primed to evoke profound emotional experiences.
