THE WHAT? Coty has launched a new multi-brand fragrance concept store, My Scent Edit, in Mong Kok, Hong Kong, featuring interactive and AI-powered retail experiences.

THE DETAILS Located at Langham Beauty, the My Scent Edit store offers a multi-brand fragrance environment enhanced by AI-powered digital consultations, dedicated trial zones and an AI photobooth. The concept reflects Coty’s broader push into artificial intelligence, following its collaboration with OpenAI to expand the use of ChatGPT Enterprise across its business to support cross-functional collaboration and operational efficiency.

Coty emphasised that while AI enhances efficiency and personalisation, human expertise remains central to its brand-building approach. The Hong Kong launch complements Coty’s existing presence in the market, including its Citi Scent concept store in Tsim Sha Tsui and distribution through department stores such as Lane Crawford and Sogo, as well as retailers including Sephora Hong Kong, Sasa, Mannings and Watsons.

THE WHY? The concept store aligns with Coty’s strategy to elevate fragrance retail through experiential formats and AI integration, strengthening consumer engagement in a competitive and innovation-led beauty market.

Source: Inside Retail

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