Beauty Beat: Sephora Site Sets Olfactory Database … Sundance: A Beauty Showcase

<STRONG>Sephora Site Sets Olfactory Database</STRONG> <BR><BR>PARIS — Michael Edwards, author of the “Fragrances of the World” print and online compendium, is poised to help Sephora customers wade through the flood tide of scents....

Sephora Site Sets Olfactory Database

PARIS — Michael Edwards, author of the “Fragrances of the World” print and online compendium, is poised to help Sephora customers wade through the flood tide of scents.

The LVMH Moët Hennessy Louis Vuitton-owned perfumery chain has integrated a second option to its online fragrance finder at sephora.com. The feature is a scent-matching service that recommends the best matches between any of the 4,000 fragrances in the Fragrances of the World database and the 350 scents Sephora carries. That way, even if a scent is out of production, a consumer can try another one that comes close in olfactory qualities.

“[The service offers] recommendations based on what the client likes and what we sell, so it is totally complementary to the current feature, which is more of an educational tool about fragrance families,” said Kirsten Jarocki, fragrance merchandise manager at Sephora in San Francisco.

Edwards’ Fragrances of the World blossomed into an online resource in 2003, 20 years after its print version first came out, also for fragrance professionals.

“Navigating the market has become like searching through a wine cellar,” said Edwards, who was in Paris scouting new office spaces.

His Web site, fragrancesoftheworld.info, culls entries from 596 fragrance houses and offers a library of more than 4,000 scents, of which 428 were added in 2004. Information is updated monthly.

Fragrances of the World is a platform Edwards believes could one day be successfully brought from dot-com down to the store level.

“Retailers are seeing that they could do a lot by merchandising according to fragrance family,” he explained. “I am convinced that it would really renew interest in a sector that has been flat for three years.”

Additionally, the Fragrance Foundation is doing its part to expand the site’s reach. Starting in mid-March, it will offer a portion of the Fragrances of the World database free of charge on its Web site, fragrance.org. The goal is to create a portal that not only lists fragrances, their classifications and U.S. fragrance launch dates, but also provides U.S. distribution details and the opportunity for companies to submit perfumers’ comments as well as advertising and marketing material.

This story first appeared in the January 24, 2005 issue of WWD.  Subscribe Today.

A subscription to the full Fragrances of the World database costs 475 euros, or $619.30 at current exchange rates, per year. — Tina Isaac

Sundance: A Beauty Showcase

NEW YORK — It appears that beauty treatments are becoming as frequent as screenings at the Sundance Film Festival, which kicked off last Thursday and runs through Sunday.

MAC Cosmetics for example — in its fifth consecutive showing at the Park City, Utah-based event — is the exclusive makeup provider for the HP Photo Studio hosted by WireImage, which is located at 268 Main Street.

The studio will be used to photograph MAC-prepped personalities, images that will be posted on WireImage for the international press. Also, MAC is offering complimentary on-call cosmetics services to celebrities, directors and film talent at Sundance “to help actors sparkle for their movie premieres,” the Estée Lauder-owned brand stated.

Meanwhile, skin care brand Erno Laszlo is making its debut at the film festival. The Cradle Holdings-owned brand will set up the Erno Laszlo Institute at Sundance at Volkswagen’s VW Main Street Lounge. There it will offer by-appointment skin consultations, facials and customized selections of Laszlo products.

Not to be forgotten, male actors will have their choice of services. Zirh International Corp., for one thing, is hosting a grooming lounge at the Levi’s Ranch at 320 West Snow Lane. The invitation-only space is designed to be a place for celebs and VIPs to relax and prepare for photo sessions, personal appearances and premieres.

Clarins Men is also getting into the action. It has invited a raft of male celebs, including Matt Dillon, Ben Affleck, Kevin Bacon and Will Smith, for so-called Renew You straight-razor shaves and Winter Wonder moisturizing facial treatments. The services will take place at the Fred Segal Beauty Village at the Lift. Clarins is also offering A-listers one-on-one grooming house calls, in which Clarins associates take men’s services to the doorsteps of VIPs in Park City.