The Alchemist Atelier challenges bespoke perfume

Partnership between Puig, BSH, and Noustique

As customization and digitalization are all the rage in the world of beauty, and in particular of perfumes, The Alchemist Atelier, the Noustique Perfumes brand, breaks the codes and redefines bespoke perfume. From now on, thanks to the Scent Creator and to an app, perfume fans can become their own perfume-creator at home, or in the first Paris-based Alchemist Atelier store. That is where perfume lovers can directly compose their own 20 ml Eau de Parfum, with the help of a perfume-creator, or attend a one-hour-and-a-half workshop.

A major innovation

This new device just the size of a coffee machine results from research work carried out by Alvaro Suarez, one of Noustique founders, and is produced by BSH, the European electrical appliances expert. But what was a real first was that Alvaro decided to partner with a perfume specialist, Puig, to manufacture bases and accords. Beware, no gimmick, quality is guaranteed! The perfume-creators of IFF (Fanny Bal, Juliette Karaguezouglou and Nicolas Beaulieu) and Puig (Elizabeth Vidal, Camille Latron and Bérénice Watteau) worked hand in hand to design 16 bases and 18 accords that can all be combined.

In addition, the Alchemist Atelier app provides help with the creative process, by illustrating the formula under development with superb pictures of ingredients. This way, the budding perfume-creators can modify their formulas, with the nose or the eye. The inventions are then produced by the Scent Creator, fitted with highly accurate dosing mechanisms, before being automatically recorded by the device and stored for future purposes.

Tailor-made perfumes

For the four Noustique founders (Alvaro Suarez, Hugo Lasala, Kuba Jedlinski, Albert Casademont), all aged over 30, the fragrance itself no longer matters to perfume brands. “In all perfume stores, there is a fight between brands and packaging, and the juice no longer plays a role!” explains Alvaro Suarez.

Each of the founders carries within himself the desire to restore perfume’s prestige. And thanks to technology, they are considering creating a unique perfume, and even providing consumers with value and technology, while creating new business models.

Of course, all this also involves a connected experience which federates a community of perfume lovers. What for? To help beginners acquire a common vocabulary and invite them to share their formulas with the Alchemist Atelier community, exchanging them as they would a cooking recipe!

In short, The Alchemist Atelier makes it possible for anyone to discover the old, complex art of perfume creation, thanks to the Scent Creator, a most modern, unique tool. Partnerships with brands, including L’Artisan Parfumeur, are already being discussed. In the future, this service may be offered in the Puig group brands’ stores.