Viktor & Rolf offers customizable fragrance buys with new perfume platform

Viktor & Rolf is offering beauty fans the chance to customize their fragrances with a new e-commerce project.

The luxury Dutch fashion duo, who first broke into the perfume industry in 2005, is teaming up with L'Oréal to launch a new e-commerce platform, WWD reports. As well as shining the spotlight on its fragrance portfolio, the site will give shoppers the option of customizing the bottles of its ‘Flowerbomb,' ‘Spicebomb' and ‘Bonbon' perfumes via a concept called ‘Dress Up Your Bottle'. Choices will include a range of colors and accompanying accessories, while ‘Flowerbomb' customers will also be offered four different bottle designs.

"Consumers are craving experiences, customization and the convenience of online shopping," Laura Azaria, VP marketing, Viktor & Rolf Fragrances US told WWD. "With the launch of our new Viktor & Rolf website and the ‘Dress Up Your Bottle' functionality, we answer everything they are looking for."

The site, which is scheduled to go live on September 6, is the latest in a string of immersive fragrance-themed initiatives dreamed up by a growing group of beauty brands. This month will also see YSL Beauty open up an interactive pop-up store in New York, honoring Zoë Kravitz's role as the face of its ‘Black Opium' scent, featuring fragrance workshops and a pool room that will allow visitors to ‘walk on water'. Skincare brand L'Occitane en Provence has included interactive ‘fragrance clouds' into several of its new store openings, while cult Millennial favorite Glossier has been experimenting with solid fragrances.