As part of the Selfridges Beauty Project, a concept store was installed where you can experience a groundbreaking new way to explore fragrance. You complete a one-of-a-kind profiling experience which involves choices to be made from questions and pictures on an i-Pad and then an audio guide that talks you through a journey of light and dark rooms where you touch and sniff various items and think about any memories or thoughts that each smell triggers. When you are finished you are presented with a signature scent that represents the essence of who you are. The fragrances are created by Givaudan, a Swiss manufacturer of flavorings and fragrances that is the world’s largest company in the industry.
Provocative - What can’t be challenged? We own the future. You’re a social whirlwind, taking everything in your path and firing out ideas that unsettle and inspire. You’re provocative but fun-loving, which is part of your appeal. Friends look to you as a person who can broaden their outlook. You emanate a magnetic energy. The description for Provocative is: Inhale and be transported to a realm of seduction. Walk down a tarmacked road lit by neon lights. The scent of violet in the air – a remembrance of nature. Neon lipstick pushed against your lips and the scent of metals combusting in water. This is an extroverted and seductive scent that expresses your notoriety as a provocateur.