09/09/2021 11:29 AM
Clarín.com
BrandStudio
Updated 09/09/2021 11:29
Brand Studio for Paco Rabanne
Perfume is a
personal brand
that leaves its mark.
It is not just a beauty accessory, it can become
an identity
.
It has the ability to reveal many things and transmit different sensations to those who smell it.
Laboratories work on formulas to achieve unique results, and
Paco Rabanne decided to go one step further
with his new fragrance,
Phantom
, designed to instill well-being in those who use it.
Gaston Soffritti was one of the many guests at the original presentation.
The presentation was impressive, with an interactive countdown and a
spectacular mapping show at the Planetarium
of the city of Buenos Aires.
The choice of the place was not accidental, since days before the event, Phantom had revealed himself as a kind of
enigmatic visitor
in videos that circulated on
social networks
and that
showed him soaring through the sky
in places such as the Obelisk, the Palace of Courts, Caminito, the Teatro Colón and also in Córdoba, Rosario and Mar del Plata.
Finally,
on Friday it became known what it was all about
, with his triumphant descent into the Planetarium, which could also be followed by an
exclusive streaming on Clarín's home.
The event was attended by many
celebrities and influencers
who joined the Phantom furor, such as Santi Talledo, Fran Rizzaro, Jason Mayne, Ojos con Patas, Fede Ini, Benicio, Lichi Grams, el Purre, Kevsho and Gastón Soffritti, among others.
Artificial intelligence came to fragrances
For Paco Rabanne, the future is not a fantasy.
The future is now
.
And with this premise Phantom was born.
This aromatic fragrance was created from the fusion
between luxury craftsmanship and new technologies
.
Its foundation is augmented creativity, a process that uses
artificial intelligence
to enhance human inspiration and boost creativity.
A futuristic and interactive bottle.
Its cover allows you to access exclusive content with a smartphone.
This resource was applied for the first time to perfumery by Paco Rabanne in collaboration with perfumers, scientists and technicians from
International Flavors and Fragrances (IFF)
and their latest generation augmented creativity technology.
There, using neuroscience, algorithmic tools and artificial intelligence, it was possible to create an innovative product.
The process was not only about finding attractive fragrances but also about studying the
emotional benefits that some ingredients cause
.
Certain parts of the brain are activated by smelling them and therefore the key is to identify them.
Then determine what specific emotions are
associated with those sectors of the brain
.
In this way, it is possible to identify which combinations are necessary to provoke different emotions.
The presentation at the Planetarium was also transmitted via streaming.
During the process, perfumers enter the formulas they are working with and the algorithm suggests
new combinations or novel doses
that enhance the desired emotions.
Thus, from the different tests, the desired product is reached.
To complete the process, a perfume test was performed on
men between the ages of 18 and 35
and
45 million brain measurements were taken
.
Thus, unexpected combinations of notes were experimented with and the exact ingredients were selected to best stimulate feelings of confidence, sensuality and energy.
The idea was to precisely adjust the doses.
With this system it was discovered that Phantom produces
three emotions of well-being: sensuality, alertness and energy.
The future is today
Phantom is the industry's
first connected fragrance
.
This goes hand in hand with its
disruptive
and retro-
futuristic design
.
It is a shiny silver bottle shaped like a robot.
By touching (barely touching)
the part of the head with a smartphone it
is possible to connect with the Phantom universe.
In this way, the
exclusive contents
selected by Paco Rabanne
can be accessed
, thanks to an NFC chip for contactless communication installed in the
caps of the 100 ml and 150 ml bottles.
A perfume designed for the new generations.
The brand's commitment to
sustainability
also looks to the future. The fragrance is produced from
100% natural extracts, it is vegan, clean and cruelty free
. This means that it does not contain any animal ingredients. To design it, no tests were carried out on animals. In addition,
the 150 ml version can be refilled
. The commitment to the environment is present in every detail.
The end result is a creamy lavender fragrance that fuses
lemon and vanilla
, but the product is not just that. The formula transmits energy, sensuality. It's daring and it was scientifically designed for that. It was created thinking of a world in which
the younger generations can be true to themselves
, bold, without fear of leaving the everyday to celebrate life. A different fragrance and, above all, very current.