ELC Collaborates with Exuud on Innovative Technology Platform for Future Advancements in…
ELC has recently revealed its partnership with Exuud Inc. in the implementation of a groundbreaking smart fragrance expression hardware platform, with the aim of transforming olfactive innovation into a new frontier. This pioneering technology is set to be integrated into ELC’s fragrance collection by the end of 2025, marking a significant advancement in the realm of luxury fragrance innovation.
In the latter part of 2024, ELC made a strategic investment in Exuud, recognizing the value of its patented fragrance delivery system, SoliqaireTM. The system makes use of plant-derived, biodegradable polymer blends that have the ability to absorb and release fragrance. Moreover, novel hardware platforms allow for precise control over fragrance release without the need for heat or aerosols, ensuring a consistent and long-lasting olfactory experience. Following this initial investment, ELC has solidified an exclusive commercial agreement with Exuud, paving the way for customization, design, and sustainability enhancements across its fragrance range.
Sumit Bhasin, SVP of Corporate Fragrance Research & Development, Product Development and Innovation at The Estée Lauder Companies, expressed enthusiasm about the collaboration with Exuud, highlighting the potential to elevate consumer experiences through innovative technology. Bhasin emphasized the emphasis on artisanal craftsmanship and the evolution of fragrance experiences to be more personalized, sustainable, and consistent. This partnership promises new dimensions of customization in fragrance design and user experience.
The SoliqaireTM technology promises to grant consumers the ability to tailor their fragrance encounters according to their preferences, including adjusting intensity, duration, and frequency. By combining technological advancements with luxury craftsmanship, this delivery system aims to redefine interactions with scents on a global scale.
Abhishek Breja, Co-Founder and CEO of Exuud, is excited about the transformative potential of this collaboration with ELC. He spoke of Exuud’s commitment to reshaping consumer relationships with fragrances, aligning closely with ELC’s dedication to propelling immersive and memorable fragrance experiences that contribute to well-being and happiness. Together, these companies strive to introduce the groundbreaking SoliqaireTM technology to a wider audience and unveil products that merge beauty, precision functionality, and sustainability.
The initial investment in Exuud was made in conjunction with ELC’s New Incubation Ventures team, which focuses on strategic early-stage investments and incubation for promising beauty brands. This partnership underscores ELC’s commitment to fostering innovation in the fragrance sector and bolstering holistic support for its brand portfolio. Moreover, the development of a new Fragrance Atelier in Paris is set to complement ELC’s existing fragrance capabilities, further enhancing its global fragrance network.
Having been an industry leader in prestige fragrances since the inception of its first fragrance in 1953, ELC continues to drive innovation in the luxury fragrance market. With a diverse and exceptional range of fragrances, ELC remains at the forefront of the industry, consistently pushing boundaries and reinventing the fragrance experience for consumers worldwide.
