Artificial intelligence is transforming the world in countless ways, many of which we can barely keep up with. From personalised skincare to fragrance recommendations, AI can suggest just about anything, making decision making easier than ever. However, fragrance brand Oriflame has taken things a step further by using AI in an entirely unexpected way – and it's absolutely fascinated me.
Recognising AI’s growing influence within the beauty industry, Oriflame decided to integrate the process into its fragrance development. To make this happen, the brand asked its partners to produce three fragrances that each emulate a complex feeling: Nostalgia, Awe of the beauty of our Planet and the Mystery of the great Cosmic Unknown. AI then used this data to recommend interesting, unexpected ‘twists’ to pre-existing fragrance formulas and even accords that can boost certain moods.
