A new category in fragrance which allows fragrances to remain longer, and provides new ways for consumers to use, wear and love scent…
Abby Wallach, Co-Founder of ScentInvent technology, and an entrepreneur, executive producer and digital media expert with over twenty years of experience in the entertainment, media, beauty and fashion industries, discusses her company and the opportunity ahead with Julie Fredrickson and Stephanie Betzler in the MouthMedia Network Studios powered by Sennheiser. (Wallach’s profile)
A new idea, a chemist, and testing
Wallach shares how ScentInvent came to be, her start at a beauty PR firm and at Bergdorf Goodman, how she and her friend Caroline Fabrigas wanted to be in business together, and their idea to reinvent something in fragrance. The goal to find new ways for consumers to use, wear and love the scent. How Wallach went and saw co-founder Fabrigas’ chemist, they created a formula and tested it on many people including FIT students, Sniffapalooza (an event-based group of fragrance aficionados), and a clinical test.
Linger, content to commerce, and Beautiful Stranger
How they determined that the formula allows the scent to last significantly longer, the product Linger Fragrance Primer and The Linger challenge, and preparing for QVC. Appearing on HSN, looking behind the scenes and the value of Wallach having a video background. Creating Beautiful Stranger, the first content commerce play, being trend-spotters, the medium and the message, the effort and commitment to doing a lot of live content, and being thoughtful in content strategy.
Watermelon popsicles, scent memories, and what’s next
Personal questions dive into loving coffee ice cream, watermelon popsicles, a Star Trek memory ties to scent memory, scent is about making memories, a bakery at sleep-away camp in the Catskills and Wallach’s happiest time. Plus, launching retail and starting an ambassador program.