The algorithm has a nose now, and perfume is better for it

In a former shop on Ginnekenstraat, a pedestrian street in the Dutch city of Breda, you can answer a short questionnaire about yourself and walk out less than an hour later holding a perfume that did not exist when you arrived.

The questions are not the ones a sales assistant asks. What colour best represents you. Where would you go right now, if you could go anywhere at all. How would you describe your style.

You answer, a set of algorithms reads your replies, and a machine in the room composes a scent to match, the bottle filled and labelled while you wait.

The company that built the room is called Scentronix, and for the better part of a decade it has argued that the way the world buys perfume is stranger than we admit.

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