17 Jun 2019PopsciO Boticário uses AI to create genderless fragrancesPOPSCI: A scientific slant on popular culture
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With young Brazilian fragrance connoisseurs in mind, O Boticário has launched two unisex fragrances with the help of artificial intelligence and master perfumers. At a time where genderless beauty is on the rise, the use of AI tech in fragrance ensures the best note combinations sans gender. We explore the insights behind this and why genderless beauty is on the rise.

Author
Canvas8

O Boticário’s fragrances were created using Phylira – AI tech created by IBM and Symrise that collected 1.7 million fragrance formulas from producers like Coty and Estée Lauder as well as sales data, human-usage patterns, and customer demographics. Machine learning was used to find out what Gen Yers like, suggesting notes of fruits, flowers, wood, spices, and even caramel, cucumber, and condensed milk. "We have worked with our consultants and stores on gender and diversity issues to make fewer preconceptions about olfactory paths and colours,” says Alexandre Bouza, marketing director at O Boticário. “We have to be able to offer beauty to young people looking for this type of product and present the fragrances in a differentiated way, without gender bias.”

O Boticário uses AI to create genderless fragrancesMichael Easterling (2018)

In Brazil, fragrance gender identification still matters, with 75% of males choosing to wear fragrances marketed for men. Nevertheless, as gender fluidity becomes more common among young people, they are looking to brands to align with their values – nearly 40% of 18- to 22-year-olds are interested in gender-neutral products. By using AI tech, O Boticário removes gender biases from fragrance creation, focusing on the best notes for consumers instead. Gender in beauty has been challenged by gen Zers and especially males who are taking an interest in skincare routines and cosmetic products to help them self-express authentically. In the US, beauty subscription service Birchbox has tapped into the growing market for male beauty and genderless beauty by rebranding BirchboxMan to Birchbox Grooming embracing the non-binary beauty shift, while Boy de Chanel is Chanel’s makeup line designed specifically for men.

Luana Sambell is a Junior Behavioural Analyst at Canvas8. She holds a degree in Commerce and an MSc in Consumer Behaviour. She’s passionate about cultural trends and retail innovations. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.