Coty has opened a new fragrance concept store in Hong Kong’s Mong Kok district.
The concept store, called ‘My Scent Edit’, sits within beauty retailer Langham Beauty and spotlights a number of brands from across Coty’s fragrance portfolio.
Visitors to the multi-brand fragrance shop-in-shop will be able to elevate their shopping experience thanks to a number of artificial intelligence (AI)-powered elements, including digital consultations and an AI photo booth.
In addition, trial zones within the store allow consumers to sample and experience products before committing to purchase.
Coty’s fragrance portfolio includes Calvin Klein, Kylie Cosmetics, Hugo Boss, Gucci and more.
To mark the opening, Coty is spotlighting a limited-time fragrance collaboration between Marc Jacobs and renowned artist Takashi Murakami.
The company is featuring Murakami’s iconic flower elements within the space to exclusively present the Daisy Marc Jacobs Murakami Limited Edition fragrance collection.
My Scent Edit will regularly refresh its design and themes.
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The concept is an emotion-led approach, encouraging consumers to find fragrances they connect with and built around an ‘editing’ experience to encourage consumers to select, refine and shape their choices.
Fragrances are categorised into four identities – The Dreamer, The Authentic, The Icon and The Architect – to help customers “express their inner self and impression”.
The store opening comes following Coty’s partnership with ChatGPT-creator OpenAI, which aims to expand the use of AI tools across selected areas of the beauty giant’s global organisation.
Coty will utilise ChatGPT Enterprise – a corporate-scale subscription tier of ChatGPT that contains advanced security and data analysis tools – to provide employees access to AI models with enterprise-grade security and privacy, supporting daily work and cross-functional collaboration.
The opening further cements Coty’s presence in Hong Kong, joining its other multi-brand concept, Citi Scent, in Tsim Sha Tsui, Hong Kong; as well as retail partnerships with department store Lane Crawford and Sogo, and retailer Sephora Hong Kong, Mannings, Watsons and Sasa.
