As evidenced by the concept behind this perfume store, branding plays an important part in how customers react to products and inform their purchasing habits. Based in Milan, the new Desirée Parfums shop debrands their stock so consumers can make their decisions based solely on scent. Surely an interesting experiment in marketing, the perfume store organizes its wares only by what Springwise calls "aromatic quality."
The idea behind this retail experience will prevent people from simply purchasing the most expensive options or sticking to what they may consider their signature scent. Even though perfume commercials are often confusing and non-sensical, the celebrity endorsements and emotive ad strategies clearly play an important part in how people pick their fragrance.