The Alchemist Atelier — Digital Training Experience

The Alchemist Atelier was created as a joint venture between Puig and BSH to enable consumers to create personalised fragrances using technology. Because the concept introduced consumers to a new category, I created the digital concept to address barriers that could prevent people from understanding, trusting, and engaging with the proposition.

I developed the digital strategy and online training experience as a lead-generation journey, combining educational content with marketing automation. Users could register to access a series of content capsules, including videos and tutorials, designed to guide them progressively through the world of perfumery.

The experience introduced users to the history of fragrance, olfactory families and the role of different ingredients, while helping them understand how personalised fragrances could be created. Based on their interactions, users received different content through an automated journey, creating a more relevant and progressive learning experience.

The objective was not only to explain the technology but also to capture qualified leads, nurture their interest, and give them the confidence to move from learning about perfume to creating their own.