Penn & Beech was first started by sisters Brianna and Lacey Doles in 2018, when they opened their first store location. It is a home fragrance company that is self-described as a custom fragrance bar for customers. Alexander McCormick, the brand's manager of customer experience and operations explains "we help guests go through the process of designing a custom scent, whether it be for candles, reed diffusers or wax melts."
Customers enter the store and start by selecting from a variety of scents. Employees then assist them with customizing the fragrance with the list of scents in mind, drawing from a list of 20-30, customers are asked to narrow it down to three to be proportionally experimented with to find the perfect custom fragrance.
Custom Fragrance Retail Experiences
Penn & Beech is Self Described as a Custom Fragrance Bar
Trend Themes
1. Custom Fragrance Bars - Opportunities to create more personalized fragrance experiences and retail settings that offer customers the ability to design a custom scent for various fragrance products.
2. Personalized Fragrance Products - Incorporate and integrate technology to offer customers scent customization options online or via mobile devices to create and order personalized fragrances.
3. Experiential Retail - The custom fragrance bar model creates a unique and immersive shopping experience where customers can engage with the brand and create a product that resonates with their preferences and tastes.
Industry Implications
1. Home Fragrance - There are opportunities to innovate custom fragrance experiences in the home fragrance market through the incorporation of unique and personalized fragrance bars.
2. Retail - Incorporate the custom fragrance bar model into various retail settings, such as beauty stores and retail chains, to create unique and innovative shopping experiences that allow customers to design custom products.
3. Technology - The development of customized fragrance creation technologies can support the expansion of personalized fragrance offerings to a wider audience through online or mobile channels.