Amyi offers an educational olfactory journey to Brazil’s fragrance lovers

“Brazilians are keen about fragrance. Our nation is the second largest market on the planet by worth and the primary by quantity, with consumption in litres per capita virtually thrice greater than that of France. Despite this, we’re nonetheless lagging behind by way of innovation and customers have a poor data of olfactory journeys, elements and essences. We need to contribute to the schooling of Brazilians within the subject of perfumery,” explains Luciana Guidi.
An on-line platform for coaching and selecting one’s fragrance
For customers, selecting a brand new fragrance is an actual problem, and never solely within the case of on-line purchases. “Who has by no means regretted its buy after having found that the preliminary scent of a fragrance had utterly modified half an hour after testing it in retailer? It’s as a result of we didn’t have time to perceive how the fragrance evolves. The high notes evaporate in a short time and the fragrance that can include us for the remainder of the day will not be the one which was smelled on the time of buy,” explains Larissa Mota.
To facilitate the selection, the 2 co-founders have created an on-line platform that help and educate customers. As a primary step: prospects have to reply a questionnaire on their preferences, their profile and behavior. Based on these solutions, an synthetic intelligence then suggests a trial package consisting of seven ml miniatures, check strips and on-line entry for a coaching session to finalize the selection of the fragrance.
The subsequent step takes place as soon as the samples have been acquired and examined by the shopper. It is critical to reconnect to the platform, the place further data on the perfumes is offered, with movies of perfumers explaining how they selected the elements, and far more. To facilitate understanding, Amyi fragrances are related to colors, textures, sounds and reminiscences. “We assist customers determine the elements and the olfactory paths that they like or not,” explains Luciana Guidi. Once the fragrance has been chosen, it’s despatched at dwelling in a 100 ml model.
“We search not solely to innovate in the way in which of selecting and promoting perfumes in Brazil, but in addition to rework the market itself. This is just the start. We will proceed to assist Brazilians get to know perfumery higher in order that we will create really personalised fragrances for every of our customers, with the assistance of synthetic intelligence,” emphasizes Luciana Guidi.
Promoting Brazilian perfumery
The perfumes are designed by Brazilian perfumers from main worldwide homes, similar to Givaudan, Takasago or Symrise, however with nice artistic freedom. “We firmly imagine within the potential of Brazilian perfumers,” says Amyi co-founder. “There are few perfumers on the planet, however 20% of them are in Brazil. We need to give visibility to these nice artists and make Brazilian perfumery a world reference by way of developments,” she provides.
Amyi’s fragrances are gender impartial, vegan and made with elements that aren’t frequent in Brazil, similar to Egyptian jasmine absolute, aged oud wooden, rhubarb and black iris.
Towards a brand new in retailer expertise?
The Brazilian DNVB raised round BRL 400,000 from non-public traders for its launch in 2019. In 2020, it acquired an further funding of BRL 1 million, which enabled them to develop their product vary.
Launched as a 100% on-line enterprise, which has been profitable thus far, the model plans to meet new customers by opening a kiosk in a purchasing centre in São Paulo. “We imagine in diversifying gross sales channels to attain extra folks, however we are going to solely take this step if we handle to transpose the educational and sensory idea of Amyi right into a bodily level of sale. We should not a traditional perfumery model”, concludes Luciana Guidi.,20385

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