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Tried and tested: Selfridges’ new Fragrance Lab

Posted at 1:30 pm, May 7, 2014 in Fun London, Shopping & Style
Fragrance Lab © Rob Greig

You smell. Just ask Selfridges. Last week they launched a Fragrance Lab which identifies your aroma by creating a bespoke eau de toilette based on your personality. You use a touchscreen to select images you like, answer questions about your disposition, and pop on headphones for a wander around an immersive experience where you sniff the inside of drawers (furniture, not a lady’s) and stand in Selfridges’ window while it’s pumped full of dry ice. Then you’re given a 50ml bottle of your own essence. But is it any good? Three of our niffiest characters went to find out.

Fragrance Lab © Rob Greig

Sonya Barber Blog Editor

How was the immersive experience? 

‘Great! Part smelly ghost train, part living window display.’

What did the test reveal about your personality? 

‘Apparently “in a crowd all eyes are often on me” (most probably aghast!). Oh and that “the red carpet beckons me”. Sure.’

Was it right? 

‘I’m not holding my breath for a call from Hollywood…’

Did your fragrance match your personality? 

‘In some ways. It’s vanillay, warm and spicy, which is meant to reflect my extroverted character. But, well, isn’t vanilla a bit… vanilla?’

Would you wear it? 

‘Yes, although it smells so sweet that I feel slightly like I’ve been marinated in pick ‘n’ mix.’

Fragrance Lab © Rob Greig

Alexi Duggins Editor-at-large

How was the immersive experience? 

‘Fun. Although I swear one of the aromas was “eau de manky car seat”.’

What did the test reveal about your personality? 

‘That I was an “emotionally intelligent person who makes others feel at ease”.’

Was it right? 

‘I suspect  that last word should feature a ‘q’, ‘u’ and a ‘y’ and not be prefixed with ‘at’, but I won’t argue.’

Did your fragrance match your personality? 

‘I hope not. Given that it matches the scent my first girlfriend wore, it’d mean I fancy myself.’

Would you wear it? 

‘Yep. I wouldn’t have chosen it, I don’t think. But I do like it. It’s very clean. Which is good, because I’m not.’

Fragrance Lab © Rob Greig

Katie Dailey Style Editor

How was the immersive experience? 

‘Oddly enjoyable. I liked the room full of mismatched objects jumbled together – it looked like my bedroom.’

What did the test reveal about your personality? 

‘That ‘underneath my bold persona I’m also quite sensitive.’

Was it right? 

‘I did cry when Helen Daniels died.’

Did your fragrance match your personality? 

‘It’s quite Fairy liquid-like, in a pleasant way. It’s supposed to smell challenging and new – I do find doing the dishes very challenging.’

Would you wear it? 

‘I hate most perfumes – too headachey and OTT. But I’d wear this – it’s hardly noticeable.’

Find out more at selfridges.com.

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