Debranded perfumes help consumers find the perfect scent without being distracted by the label

The new Desirée Parfums store in Milan is organizing its fragrances by aromatic quality, rather than brand.

Consumers are bombarded with so much information and marketing about products that discovering a great new brand by chance is a rare thing. We've seen attempts to help consumers make their own decisions in the past with startups such as Uncovered, which sells books by showing readers an excerpt, rather than the title, author, or book cover. Now the new Desirée Parfums store in Milan is organizing its fragrances by aromatic quality, rather than brand.

When walking into the space, customers aren't subconsciously guided towards the most expensive perfumes like they might be in another store. Instead, the outlet has decanted all of the fragrances it sells into nondescript tester bottles, which are organized by their olfactory quality. According to the company, there are 7 olfactive families and each of the testers falls into one, while containing its own unique notes and facets.

Assistants guide customers through the options available, helping them to find their perfect scent while also teaching them about the different qualities that make up a perfume. Only when they get to the counter so they get to find out which fragrance they're buying.

The store is less concerned with upselling the most profitable brands, but helping consumers truly discover the product that's right for them. Are there other ways to win over consumers by getting rid of the noise of marketing?