ITC’s Engage Launches “Fragrance Finder”, An AI Tool To Personalize Shopping Experience

One of India’s top fragrance brands, ITC’s Engage, recently unveiled its AI tool, Fragrance Finder. The Fragrance Finder is a technology-enabled experience that aids the selection of fragrances based on the consumer’s responses mapped by the algorithm, provided on personality, gender identity, and occasion of usage. 

The tool re-imagines the shopping experience for the fragrance category to bring in dimensions of one’s lifestyle and occasion of use as a part of the purchase decision. The Fragrance Finder will be available both at retail and e-commerce stores across India. 

Once the QR code is scanned by the consumer, it leads the consumer to a finder platform to respond to a few questions. Responses tracked accordingly provide a selection of fragrance options that the consumer might like. Sitting on the cusp of technology and personal care product choices, the new AI tool offers a personalized shopping experience aimed at potentially reinventing the fragrance category in India.  

“Consumer choices have changed manifold with the growth of e-commerce and large format stores. With the plethora of choices available, consumers often find it difficult to purchase the right fragrance, especially in eCommerce-led marketplaces. Engage Fragrance Finder is an AI-powered tool to recommend the best choice to the consumer and aid in making an informed decision,” said Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited.

Brand Ambassador and Youth Icon Kartik Aaryan said, “Engage continues its journey of innovation in the fragrance category with the launch of the Fragrance Finder. AI is the name of the game and Engage has attempted to make shopping for fragrances fun, easy, and engaging. Being a consumer, I could have never imagined that we could actually depend on technology to recommend fragrances for us to base our lifestyle choices! I am very excited about this latest offering and sure that the consumers will enjoy this too”.

The algorithm is proprietary to ITC and has been developed based on extensive research and technology. Engage Fragrance Finder technology is a combination of two principles: gamification & personalization; the tool uses technology to bring the fragrance expertise of the brand straight to the consumer through a few clicks.