by Rachel Ray
If you have walked down Oxford Street in the past few weeks, you will join those enchanted by Selfridge’s latest and biggest beauty campaign, aptly named “The Beauty Project”, which aims to challenge societies perception of self-worth and redefine the face of beauty.
Naturally, Coley Porter Bell (who’s very ethos is about Making Brands Beautiful) were curious to see what was going on…
The latest addition to The Project is an “immersive journey into the outer reaches of scent”, a multi-sensory tour, which explores the power of scent. As a self-proclaimed perfume connoisseur, I was both intrigued and sceptical of the Fragrance Lab’s bold assurance of finding a scent that “represents the essence of who you are”.
I opted for the Express Experience, the second of two options, where I was asked to “not over-think” any of the numerous questions, which ranged from choosing my preference of photographs, typography, architecture and art instillations, to my shopping habits and how I would like a fragrance to make me feel (I chose empowered, obviously).
To my delight, my scepticism vanished completely as the Selfridges aroma aficionado briefed me on his findings. He gave me my top two scents, which were indeed, “unmistakably [me]” – with notes that consisted of “Technicolor asphalt. A metallic glitch. Violet leaves. A kiss of neon lipstick. Iron filings that feel the pull. Seductive metallics. A fizzing alkali in water. This fragrance if full of mechanicalised desire, reflecting your outlandish character and passion for subversion.” Embarrassingly spot on.
To find your own exclusive scent visit Selfridge’s in-store Fragrance Lab from May 1st – June 27th
https://www.youtube.com/watch?v=3Gjkp6zVpLs#t=16