NFT artwork of perfume shows future of blockchain beauty says studio creator Look Labs and artist Sean Caruso

The studio and artist had designed ten exclusive NFT artworks of Look Labs’ Cyber Eau de Perfum, ​placing a reserve price of around €18,000 on the entire collection. Each NFT artwork – a unique digital blockchain asset and form of non-interchangeable cryptocurrency – came with a physically redeemable collector’s edition of the unisex perfume that featured a printed electronics label that flashed red when touched. Future NFT artwork owners would be able to redeem their own physical version of the fragrance for an additional fee.

Look Labs had also launched pre-orders for an exclusive, limited batch of the physical perfume online, priced at €240 per 100ml bottle and sold with an accompanying NFT token that held specialised content – very different, though, to the ten exclusive artworks.

Room for innovation – the fragrance market is ‘currently quite boring’

“The physical Cyber Eau De Parfum is our first project,” ​said Jordan Katzarov, founder of Look Labs.

“The goal of the studio is to work on products that are a blend of high-quality, sustainable and disruptive technologies. At Look Labs, we want to always stay at least one year ahead of what consumer demand will be and bring unique products on the market,”​ Katzarov told CosmeticsDesign-Europe.

Asked why Look Labs had focused on fragrance, he said: “Because fragrances are another very complex art form which hasn’t been affected so much by digitalisation and the market is currently quite boring.”

“We wanted the new generation of consumers to rediscover the perfume experience and the journey to be exciting for them. Also, the fragrance market is not innovating rapidly in my opinion, leaving unexplored opportunities for more bold scents and innovation.”