Scent is inherently linked to human emotion and memories, with fragrances having the ability to transport you to other worlds or times, or make you recall the past. According to Paco Rabanne, the best way to tap into human emotion is through…technology?
You’ll also enjoy:
Dorian Gray Would Enjoy Marc Jacobs Perfect Fragrance
Wash Away Your Champagne Problems With Viva La Juicy Le Bubbly
Aesop Wants To Take You On A Transitory Journey To Realms Real & Imagined With Othertopias
Uniting the seemingly divergent worlds of perfumery and science, Paco Rabanne Phantom is the first luxury fragrance to utilise AI technology to conceive a feel-good perfume that claims to boost your “sexiness, confidence, and energy.” Developed by four elite perfumers from IFF, Loc Dong, Juliette Karagueuzoglou, alongside Master Perfumers Dominique Ropion and Anne Flipo, Paco Rabanne Phantom pairs the luxury craftsmanship of Grasse – France’s perfume capital – with ‘Augmented Creativity’, a creative process that uses AI to enhance human inspiration.
The technology enabled the quartet to identify the emotional and sensory benefits evoked by each individual ingredient; basically identifying the regions of the brain stimulated or activated. Touted as a futuristic take on an aromatic scent, Paco Rabanne Phantom fuses natural materials with science to create a “mind-bending” fragrance. Creamy lavender, zesty lemon, smoky patchouli, and the nuanced woody notes of vetiver complement the hero scientific ingredient; the styrallyl acetate molecule, a vibrant green note chosen for its ability to activate a sense of alertness.
Aptly housed in a metallic robot-shaped bottle, Paco Rabanne Phantom offers an interactive experience; simply tap the robot’s head – the spray cap is embedded with a NFC contactless chip – with your phone to be taken on a digital journey complete with interactive filters, personalised playlists, augmented reality, and interactive games.
All in all, Paco Rabanne Phantom is a good (almost) universally pleasing fragrance. Although the jury is still out on any olfactory-induced confidence or sexiness, upon first spritz Phantom is sweet, fruity, and creamy. On the dry down, the complex verdant freshness of vetiver and woody earthiness of patchouli sets in, lingering on the skin. Overall, a fun experimental scent that’s sure to be a hit with the younger market.
Words by John Deckard
