A new digital tool brings nuance, personalization, and expertise to scent discovery
Balenciaga is extending its experimental approach to luxury into the world of fragrance with the launch of its AI-powered Fragrance Advisor, a new digital experience designed to guide clients through the house’s ten-parfum collection. More than a conventional chat function, the Advisor offers an elevated form of personal shopping—one that reflects Balenciaga’s precision and conceptual rigor while responding to the increasingly individualized expectations of modern consumers.
Accessible directly through balenciaga.com, the Fragrance Advisor initiates open-ended conversations that explore a client’s tastes, mood, lifestyle, and desired impression. From there, it delivers tailored recommendations that consider not only which fragrance to choose, but how to wear it. The system is engineered to articulate the nuances of each scent—how it evolves on skin, how long it endures, and how different compositions can be layered to create a more personal olfactory signature—mirroring the depth of insight typically offered in-store by trained specialists.
Available now across Europe, the United Kingdom, the United States, Japan, and South Korea, the Fragrance Advisor signals Balenciaga’s continued investment in high-tech client experiences that blur the boundaries between physical and digital retail. By pairing automation with brand-specific expertise, the house reframes scent selection as an intuitive yet informed process—one that allows fragrance to unfold as an evolving expression rather than a fixed choice.
