An ad agency redefines the perfume market.
“The biggest challenge is that you can’t smell what you see online,” says Yo Santosa, the creative director of the L.A. agency Ferroconcrete and co-founder of new online scent company Commodity. “Currently the fragrance market is saturated with shirtless male models and lofty slogans. We wanted to create something modern that felt accessible even if you’re not into fragrances.” Last year, a Ferroconcrete art director named Owen Gee came to Santosa with an idea for an online service that would allow customers to test scents in their own homes. Their product Commodity is a simple but sophisticated paired down assortment of 20 fragrances, 10 for men and 10 for women. You choose from 20 original scents, then Commodity sends you a pack of 5-day tryout kits. At only $50 a 30ml bottle, it’s a big savings from scents going for $100 and up.