Opened in 2018, The Alchemist Atelier is the brainchild and customer-struggling with model of Noustique – a Spanish perfumery joint enterprise designed by German house equipment company BSH Hausgerate and trend and fragrance major Puig.
Headed up by two ex-engineers from BSH’s innovation section, Noustique and its brand The Alchemist Atelier supplied a €350 at-residence personalised fragrance product that enabled customers to style and blend formulas from a assortment of pre-developed accords and include-ins. The very same system was used in its Paris retail store exactly where shoppers could arrive in and design their personal perfumes.
The Alchemist Atelier in France, Spain, Germany, Italy and British isles
Alvaro Suarez, CEO of Noustique, explained the brand name had lately expanded into four additional markets further than France – Spain, Germany, Italy and the Uk – and was now doing work on a system to get The Alchemist Atelier on the floor in these countries.
“We are concentrating ideal now on how to open some actual physical touchpoints for new international locations by means of much more collaborative strategies,” Suarez told CosmeticsDesign-Europe. “We’re not heading to open new flagships because, from a means place of see, we want to be much more flexible.”
Asked if pop-up shops could possibly be an possibility – touted by retail experts as a potent preference in a publish-COVID world – he claimed: “Actually, we’re analyzing unique possibilities and approaches, but of course this type of in-store design or any collaboration with actual physical contact factors and verticals is on the playing cards. We’re searching to see the place our idea will suit much better for customers, from an knowledge point of view.”
Shoppers are ‘getting tired’ of conventional perfumes
Any bodily growth of The Alchemist Atelier, having said that, would be centred on a “really consumer-oriented experience”, Suarez mentioned, because the model was on a mission to transform the fragrance current market, for marketplace and people alike – bringing a new personalised and digital spin to it.
Hugo Lasala, main technological innovation officer at Noustique, previously informed CosmeticsDesign-Europe fragrance customers had been “getting weary of regular solutions”.
“…Why would I acquire a significant bottle of perfume to usually use the same products? Why really do not I transform it every working day? It’s far more pleasurable. You improve your apparel each and every working day, why really don’t you adjust your perfume relying on the occasion or mood?”
Lasala mentioned people ended up deeply inspired by feeling one of a kind, and this was a inspiration set to keep and be sought immediately after in perfumes.
Further more expansion ambitions further than the ‘incubation years’
Suarez said the objective was to get a gradual and continuous professional method to increasing The Alchemist Atelier penetrating and creating robust actual physical existence in each individual region in advance of on the lookout elsewhere. Even though next-measures remained unclear, he mentioned even further enlargement would possible be somewhere else in Europe, the Center East and The usa at a later on phase.
“The function of the initial couple years – we call them incubation several years – is to comprehend the customers and operate out the most promising group of people. And at the time we fully grasp this and the market prospective, then it’s when we believe about the ramp up,” he claimed.