UNIQUE AROMA

Scentbird’s newest fragrance line takes its inspiration from its user data.

The direct-to-consumer company launched Confessions of a Rebel, “a bold, gender-fluid fragrance brand,” this summer. According to Scentbird, they leveraged the “millions of data points across the U.S. to concept and create new scents” from the site’s 300,000 subscribers.

Unlike traditional perfume houses, the startup’s direct sales strategy gives it an instant idea of its consumer’s scent choices, notes and even factors like the popularity of scents in certain states. Over the years, this info has helped the company determine which new brands to sign onto the platform, along with the building of marketing strategies and targeted recommendations.

Now the use of its artificial intelligence (AI) software is enabling Scentbird, which raised an $18.6 million Series A round in 2018, to create products for Confessions of a Rebel. To engineer the new fragrances, the team identified patterns within user reviews, analyzing all top-rated products with 4-stars and above, then compiling a list of notes found most popular with each gender.