Anyone who agrees with the idea that the smell of a new car is so good that it should be used as a perfume will certainly enjoy Motorola's idea for its two new cell phone models. The brand announced that both the Moto G100 as the Moto G30, which recently went on sale in Brazil, will reach consumers with a “new cell phone smell”.

The idea was developed in partnership with Firmenich, company of flagrants and aromas with global reach, and aims to create a “Motorola olfactory signature”. According to the brand, the intention is for the new cell phone models to have a striking and characteristic scent, which wins over the user as soon as the box of the newly purchased cell phone is opened.

“Through the design of our devices, we stimulate touch. Through the camera and screen experiences, vision. Hearing is activated by the speakers and our well-known Hello Moto ringtone. Now we have gone further, taking the experience to a new sense: smell. To achieve this, we have partnered with Firmenich, which developed Motorola’s olfactory signature,” explained Juliana Mott, head of Marketing at Motorola Brazil.

The perfume that will accompany the two cell phone models mentioned It was named Blue Touch Tech and, according to Motorola, its formula is composed of “a complex mix of fresh aldehydes, aromatic notes, tonic spices and marine facets and is enveloped by tones of amber, wood and musk”. According to Carlos Petri, VP of Consumer Fragrances at Firmenich, the company spent a year developing the fragrance, including four months of testing and qualitative and quantitative research in Brazil, China, Europe and the United States, India and Dubai, until they arrived at the ideal fragrance.

90 days smelling like new again

In contact with the report of Vida Celular, Motorola revealed that the technology implemented in the development of the perfume will make the “new cell phone” smell last much longer than the smell of cars that have just left the dealership. “The estimate is that the predominance of the fragrance under normal conditions of use will last 90 days on average,” promised the brand, via press office.

Confidence in the success of the project is based on the series of tests to which the cell phone perfume was subjected before being applied to the boxes. Moto G30 and Moto G100 for the Brazilian market. “To reach this conclusion, several processes were carried out to stabilize and accelerate the product’s shelf life, subjecting the fragrance to oven processes for 60 days, at 37 degrees for 24 hours, and even after this period, the fragrance is still intact and without any olfactory loss”, explained the brand.

Motorola also revealed that, at least initially, the possibility of an extension with Firmenich so that consumers who do not have the brand's devices can have access to Blue Touch Tech in regular perfumeries is not being considered. "This is a pilot initially carried out only in Brazil, one of the most important markets for Motorola in the world, and we will evaluate the reception of consumers to determine whether we will continue with the initiative and what its possible applications will be," it concluded.

Brazilian startup creates “digital scent”

Although Motorola claims to be a pioneer in combining perfume and cell phones, a Brazilian startup, which has no connection with the project involving the Moto G100 and Moto G30, was the first to create the so-called “digital scent”. In September 1, Noar created a fragrance delivery system that allows consumers to enjoy perfumes on cell phones and tablets, eliminating the need for testers and other forms of sampling at points of sale.

O MultiScent 20, also called “digital demonstrator”, connects to the cell phone via Bluetooth and, when activated by the specific app, releases the fragrance through dry air, without leaving residue in the air, on the demonstrator or on the user. “The solution is a revolutionary way of testing a new product, in this case, a perfume. In addition to allowing the customer to smell the fragrance, which in itself is a fantastic technological solution, the technology, in addition to being safe for the user, contributes to environmental preservation”, explained Renato Massara Júnior, Commercial and Marketing Director of Wheaton, a manufacturer of glass packaging for perfumes and cosmetics, a partner of Noar, to the portal Business & Management.

Cláudia Galvão, CEO of Noar, also celebrated the birth of the new technology. “As we are seeing in the publishing, advertising and information markets, there is a clear trend to move from physical, printed media to digital media. In an industry as multisensory as cosmetics, we wanted our customers, especially those in direct sales, to have the necessary tools to adapt to the new scenario.” And the new scenario has now combined cell phones and perfume.