Scents which you can smell through a tablet? This is now possible thanks to the very first fragrance-emitting digital device, for which BASF is the front runner in testing the new technology. And the feedback of customers is very positive.
A handful of South American BASF customers received a pleasant surprise in their postal delivery recently - from the Aroma Ingredients business of Nutrition & Health (EN) during a launch of a breakthrough new product, called B-Scent technology. When they opened the giftbox package, they found a tablet, 20 fragrance capsules and a downloadable smartphone application. When all these are combined, they emit a digital fragrance via the device. Thanks to this innovation, EN can now provide a refreshing new experience to their customers.
"It's like an espresso machine, but in a tablet; where the device is the coffeemaker and the capsules are the coffee pods, except it's for fragrances," explains Juliana Carvalho (G-ENP/LA1), Innovation Projects Lead, EN, South America. "We are proud to say that 'the future of fragrances' has arrived at BASF, and its name is B-Scent technology."
The device offers up to 20 fragrances for tryout, including Menthol, Velberry, Nerol and Santanol. Each capsule lasts up to 100 shots. If you are curious to try out some of these scents, you download the B-Scent app, connect the tablet to Bluetooth and then you click the "Try" option on the app. That's when the desired smell is released into the air from the device via nanoparticles. This is called dry-smell technology, as there are zero residues or droplets released into the air or on your face while smelling it. This means that the fragrances and ingredients experienced via the device are transformed into the tiniest particles or micro-emulsions, and then inserted inside cartridges - similar to those used inside a printer - which are then utilized to carry the fragrances inside the device. Once they're empty, the capsule can be replaced by another one.
To develop the mobile application, Carvalho collaborated with her Global Digital Services (GD) colleague Edson Akiyama (GDA/BG) along with startup NOAR, which specializes in digital scent technology. "The B-Scent device offers multi-sensory stimulation while giving us the opportunity to collect huge amounts of data that can be used for business insights," says Akiyama, responsible for Digitalization South America. "For example, we can identify which types of fragrances are most popular and how often they are used by our customers with B-Scent devices." This data is visualized in dashboards, which is encrypted and released only to BASF, following the data protection and privacy regulations.
"This revolutionary technology offers our customers an innovative sensory experience that goes beyond just smell," says Yasmin Muniz (G-ENA/AL), head of Aromas & Fragrances, BASF SA. "In addition, we were able to present our fragrance portfolio and its possible applications to them, making the customer experience more tangible on first impressions." The technology launched mid-March at BASF, pioneering the very first digital fragrance breakthrough, for both BASF and NOAR within the B2B market. In the future, Aroma Ingredients Business representatives want to be able to showcase these fragrances and their various scents when used in perfume, as well as other personal and home care industries. "Now our customers can test the fragrances without setting foot in the lab; it's a great way to show how BASF's digital journey is moving forward," concludes Carvalho.
Customers' testimonials from South America:
Carolina Rodriguez Sales Team - Flavor Management, ROCSA, Colombia: "Digital fragrances are something completely new on the market. BASF's solution helps getting closer to customers in a very innovative way to present all the products and their applications in soaps, creams, etc. In addition, it is very easy to use, you can download all the product's documents or request samples via the app. We believe that B-Scent will be a big success during our customers' visits and will help increase our sales."
José Luis Alponti Operations Director, Dierberger Fragrances, Brazil: The new digital fragrance solution allows us to experience BASF products and the fragrances in a practical way. We are very proud to have been part of this innovative project launch in partnership with BASF.