Coty launches first multi-brand fragrance boutique at Langham Beauty

Coty Luxury has unveiled its first multi-brand fragrance boutique, MY SCENT EDIT, at Langham Beauty in Hong Kong. The innovative concept store offers an immersive, interactive, and professionally guided fragrance experience that blends digital and physical elements to connect personal identity with scent.

Designed as a destination for self-discovery, the space invites customers to compose their own fragrance story by exploring a curated selection of top international designer brands in a relaxed and enjoyable environment.

As the world’s first multi-brand fragrance counter launched by Coty Luxury, MY SCENT EDIT enables customers to explore multiple premium designer brands within a single space. Guided by an emotion-led approach, shoppers are encouraged to find fragrances that align with their identity. Digital exploration tools support the journey, allowing customers to edit and express their unique fragrance style.

The concept transforms fragrance discovery into a playful, personalised experience—helping customers create their own scent story through exploration and interaction.

Built around the idea of “editing,” MY SCENT EDIT positions customers as editors of their own style, much like a fashion magazine editor curating a personal narrative. From a thoughtfully curated selection of fragrances, customers can select, combine, and evolve scents that reflect different chapters of their lives. The guiding belief: “Every chapter of life has its own fragrance.”

With the ethos “Your scent. Your edit.”, the boutique presents fragrance as an invisible extension of identity—expressing both the inner self and the impression one wishes to make on the world. It communicates who you are, who you aspire to become, and the story you want to tell.

The retail concept combines technology and sensory experience to create an immersive atmosphere. From the giant animated screen outside the store, to the limited-time Murakami-themed signature flower elements, to the fashion-magazine-style fragrance display wall, customers are transported into a dreamlike editorial world.

Each journey is guided by a content creator, who uses interactive methods to help customers discover and define their identity through fragrance. Upon arrival, customers are drawn in by the animated screen and themed table. Inside, the content creator leads them through a fragrance tablet experience that analyses four personality types to help uncover their personal scent identity.

The company's marketing strategy revolves around establishing strong partnerships, particularly with Langham Beauty, to create buzz and excitement around its offerings. Furthermore, it continually refreshes its merchandising to showcase new and trending products, making its new retail concept a dynamic and engaging experience. Its  retailtainment initiatives, which may include pop-up events and interactive displays, allow Coty to feature various brands creatively, further attracting target audience.

The new retail concept specifically aims to attract a diverse group of Gen Z customers. This includes both seasoned fragrance enthusiasts who appreciate the artistry of scent and newcomers who are exploring the world of fragrance for the first time. Coty realised this demographic also values personalisation and experience, so the brand curates its offerings to appeal to their unique tastes and preferences.

To gauge the ROI for the new retail concept, Coty focuses primarily on the recruitment of new customers. By tracking customer acquisition rates, sales growth, and potential repeat purchase behaviour, it can assess the effectiveness of its marketing strategies and the overall performance of the counter. Additionally, it gathers customer feedback to ensure we’re meeting their expectations and enhancing their shopping experience.

To conclude the experience, customers can use an in-store AI camera to capture photos themed around their personality identity. They may also select exclusive gift packaging aligned with their scent profile, or engrave fragrance bottles from selected brands to create a one-of-a-kind personalised gift.

To celebrate the opening of MY SCENT EDIT, the first featured theme spotlights the limited-time fragrance collaboration between Marc Jacobs and Japanese artist Takashi Murakami. Featuring Murakami’s iconic flower elements, the space radiates a lively and dreamy atmosphere and exclusively presents the DAISY MARC JACOBS MURAKAMI limited-edition fragrance collection. The boutique will regularly refresh its themes to maintain a sense of novelty and discovery.

Partnering with Takashi Murakami presents a unique opportunity for Marc Jacobs which is one of the key brands offered in the new retail concept. His work has a profound resonance globally, particularly in the Asian market, where his vibrant artistic style appeals to a wide audience. The collaboration with Marc Jacobs allows Coty to leverage the brand's iconic status to attract attention and create a distinctive identity for Coty's fragrance offerings, elevating the customer experience and enhancing its market presence.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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