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Baroque Japan Limited uses ambient scent for product launch

December 17, 2013

Tokyo-based Baroque Japan Limited, operator of more than 340 apparel and accessories stores in Asia, has introduced "Azul by Moussy-in the spotlight," a line of perfumes and ancillary scented products, in its 92 Azul by Moussy stores in Japan. Prolitec Inc., a Milwaukee-based provider of ambient scenting technology and services under the Air/Q brand, played an integral role in creating the collection, commissioning world-renowned perfumer Christophe Laudamiel to formulate the retailer’s fragrance, the companies said in a press release.

Prior to the launch, Baroque had been using wall-mounted Prolitec scenting machines to disperse its signature ambient scent — also designed by Laudamiel — throughout each Azul by Moussy location as a means to enhance the store's atmosphere. "Customers' reaction to the ambient scent was consistently positive, with shoppers continually inquiring where they could purchase similarly scented products," said Tada Takanori, president and COO of EntreX, the Tokyo-based Prolitec Certified Service Provider that installed and maintains Azul by Moussy's scenting machines.

Such feedback eventually spurred the development of the line, which includes roll-on and solid perfumes, an eau de toilette, a body mist, hand cream, room spray, a candle and a shampoo/conditioner. The line was designed to target a customer base of men and women ages 18 to 29.

"The fact that consumers clearly wanted to take home a fragrance based on the store's signature scent reflects its strong appeal, as well as the potential of our ambient scenting technology to generate increased sales," said Roger Bensinger, Prolitec EVP of marketing and business development.

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