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RISHON LEZION, Israel — For centuries, shopping for fragrances has been a frustrating exercise of trial and error. Consumers visit stores, try multiple scents applied to their skin or blotters, and often leave without a purchase — overwhelmed by an array of aromas and uncertain about their choices. iRomaScents Ltd., an Israeli technology company, aims to challenge all of that with an AI-powered platform that modernizes and streamlines fragrance selection.
“We are going to change the way people shop for fragrances,” says company cofounder and chief executive officer Avner Gal.
Rather than relying on a sales associate to spritz a random selection of scents, iRomaScents’ device — paired with a display and control unit — guides shoppers through a short, intuitive questionnaire. The system asks about their personality, scent preferences and intended use, and whether they prefer woody, floral or citrus notes. In under a minute, the iRomaScents AI wizard narrows down the selection to one primary recommendation, along with three closely related options — all chosen from the fragrances in stock at that particular store.
Crucially, shoppers remain “scent neutral” during this process. Unlike traditional methods that can saturate the senses after testing just a few fragrances, iRomaScents allows consumers to experience their personalized selection with a fresh nose. Once they receive their recommendations, they can smell the scents using the device — maximizing their ability to make a confident decision.
The benefits for consumers shopping for fragrance are clear: a faster, more engaging and less overwhelming shopping experience.
Retailers too stand to gain significantly from this technology. Traditionally, fragrance sales are marked by a low conversion rate, with many shoppers leaving empty handed after an extended decision-making process. By simplifying the selection process and guiding shoppers toward a confident purchase, iRomaScents has the potential to boost conversion rates dramatically.
Additionally, the system reduces labor costs and theft risks. The device can work in a self-service environment or as a productivity tool for a sales associate, and either way it boosts productivity while reducing labor costs. And since the device allows customers to experience scents digitally before committing to a purchase, stores can keep more fragrances secured behind locked displays — addressing a growing concern in the industry.
The technology also minimizes the need for large fragrance counters, making better use of valuable retail space.
Another transformative aspect of the iRomaScents system is its ability to collect consumer preference data. Every interaction with the system generates insights — revealing trends in scent preferences, shopping behaviors and buying patterns.
“This kind of data is not available today,” Gal says. “Brands typically develop fragrances based on intuition and market trends, but now, with real-time consumer insights, they can refine their offerings based on actual demand.”
Retailers can leverage these analytics to optimize inventory, tailor marketing strategies and enhance the overall shopping experience. Brands, too, can use the information to fine-tune fragrance development and improve sales performance.
Gal notes that iRomaScents is also developing an online version of its system. While digital shoppers won’t be able to smell scents at home, the platform will still provide personalized recommendations and direct them to nearby stores that carry their selected fragrance.
With its ability to enhance the customer experience, increase sales efficiency and provide valuable consumer insights, iRomaScents is poised to transform the fragrance industry. “It’s not just an upgrade — it’s a completely new way to shop for fragrances,” Gal says. “We’re bringing scent shopping into the modern age.”
