Coty Inc.
Finding the perfect
scent for you
Finding the Best
Fragrance for You
A digital fragrance discovery tool for Coty — guiding customers from "I don't know what I want" to confident purchase.
The Problem
Fragrance is impossible
Fragrance is impossible
to buy online.
You can't smell a JPEG. Customers abandoning fragrance pages was the highest of any Coty category. The challenge: create a discovery experience as rich as talking to a counter expert.
Discovery
Understanding how people
Understanding how people
actually talk about scent
Ran interviews with fragrance enthusiasts and novices. Found that people describe fragrance through feeling and memory — not notes. Designed the quiz around emotional language, not product attributes.
Design
A guided quiz that felt like
A guided quiz that felt like
a conversation, not a form
Designed a multi-step discovery quiz with adaptive branching. Each answer revealed more about the user's preferences, building a scent profile that surfaced 3 personalised recommendations.
↑41%
Discovery-to-purchase rate
−62%
Drop-off vs category avg
8
Fragrance brands supported