L'Oréal Brandstorm
Scentiment, an AI-powered fragrance discovery app personalized just for you.
Role
Lead Product Designer
Timeline
Spring 2025
(8 weeks)
Team
Jazzy Rao
Tiffany Huang
Skills
Product / UIUX
Mobile Design
Prototyping
Tools
Figma
After Effects
Photoshop
PROJECT OVERVIEW
L'Oréal aims to revolutionize men’s beauty with personalized tech-driven solutions.
PROJECT SCOPE
Develop tech-driven, personalized grooming solutions for men, leveraging AI, data, and sustainable innovation to redefine self-care. Create inclusive products and experiences that empower men to embrace beauty and wellness.
CONTEXT
Embracing male beauty with fragrance discovery.
We chose to focus our project on fragrance, helping men embrace beauty as self-expression and personal care—making fragrance discovery seamless, sustainable, and accessible.
$18B
Men's Fragrance Industry
33%
Men's fragrance is worth a third of the male grooming industry
Euromonitor (July 2023)
PROBLEM
However, choosing a fragrance can feel overwhelming, with traditional labels offering little to no personal connection…
THEREFORE, WE ASK
HMW make fragrance discovery more accessible and personal?
USER RESEARCH
We surveyed 40 users and conducted market research to uncover gaps in traditional fragrance discovery, guiding us toward a more personal, mood- and occasion-based approach to scent.
of consumers
struggle to find scents that resonate with their personal experiences.
72%
of Gen Z and Millennials
believe that fragrance has the power to evoke emotions and memories.
70%
of male fragrance users
purchased fragrances for special occasions (e.g., dates, work, fitness, etc.)
JOURNEY MAPPING
We interviewed 10 male users and mapped their typical fragrance discovery journey to identify where existing experiences fall short, especially for less experienced shoppers.
Pain Points
"Too many choices, I don't know where to start."
"Fragrance descriptions feel too abstract or meaningless to me"
"I don't know what fits me or the occasion I'm buying for"
Break down barriers in fragrance discovery with more accessible, personal, and easy to explore experiences.
SYNTHESIS
KEY INSIGHT 1
FRAGRANCE AS A TOOL FOR SELF-CARE & EXPRESSION
Position scent as a tool for self-care and identity rather than an exclusive luxury, making fragrance personal and accessible.
KEY INSIGHT 2
MOOD & OCCASION-BASED SCENT DISCOVERY
Personalize fragrance discovery by shifting from gender-based labels to mood- and occasion-driven scents, redefining how fragrance is classified and breaking traditional stereotypes.
KEY INSIGHT 3
AN INCLUSIVE COMMUNITY-DRIVEN PLATFORM
Build trust in fragrance exploration with a community-driven platform where users learn, share experiences, and navigate scent discovery with ease.
HYPOTHESIS
Leverage fragrance as a form of self-expression through emotion & occasion-driven discovery.
PROCESS
Information Architecture
We started by ideating key pages to support mood- and occasion-based discovery.
We mapped the information architecture to create a clear, intuitive flow aligned with users’ emotional journeys.
Low Fidelities
We created low-fidelity wireframes to quickly test layouts, refine key features, and ensure the user flow supported our core product goals.
SOLUTION
Personalizing the fragrance discovery experience with mood & occasion-based recommendations going beyond traditional scent classifications. Embracing community to foster trust in finding the perfect scent, one that is more tailored to users' identity and self-care routines. Practicing eco-conscious behavior that excels Loreal's commitment to a more sustainable future.
FEATURE 1
AI-Driven Input Search
Describe a feeling or occasion to receive personalized fragrance recommendations, making scent discovery intuitive and personal.
FEATURE 2
Daily Scent List
Adapts to your daily vibes and routines to offer a personalized fragrance list, turning scent into a daily essential and reshape the future of personal care.
FEATURE 3
Mood & Occasion-Based Filters
Beyond traditional scent families, users can filter fragrances by emotions (e.g., “energizing”) or occasions (e.g., “date night”), making discovery more intuitive and meaningful.
FEATURE 4
Community Platform
Discover trending reviews, join scent groups and vote on your favorite products. See updates from groups and people you follow. Find your fragrance identity through shared scent experiences.
FEATURE 5
Sustainability Locator
Turn intent into action, connecting users to refill & recycle stations to cut packaging waste and support L’Oréal’s goal of 100% sustainable packaging by 2025.
Thank you to my team at L'Oréal's 2025 Brandstorm!
Designing Scentiment from the ground up challenged me to translate abstract concepts like mood and self-expression into a structured, intuitive experience. While the core idea resonated with users, further usability testing would help refine navigation and optimize the discovery flow.
While the app already conceptualizes AI-driven features, the next step is exploring how technologies like rule-based filtering, ML recommendation systems, and sentiment analysis could be implemented to create a personalized, scalable, working product allowing Scentiment to deliver increasingly relevant fragrance suggestions over time.