Argos Partners with Avril Imbecile to Create 'Eau de Catalogue'

Argos has created a USB-powered scent diffuser in a bid to help its millions of online shoppers who want the digital shopping experience but miss the nostalgia of that heady catalogue aroma.

The retail giant trialed ‘Eau de Catalogue’, which activates when plugged in to any USB port, on a test group of 30 shoppers and found that shopping satisfaction – and even sales – increased when the intoxicating scent of the catalogue was released into the air.

Argos hired renowned perfumer Avril Imbécile to develop a bespoke catalogue scent as part of a trial to retain elements of the catalogue experience for online shoppers.

 

Avril Imbécile said: “It was difficult at first, as unlike lavender or bergamot, the catalogue doesn’t produce an essential oil. To access the essence of the iconic catalogue, I sank deep into the recesses of my childhood: the joy of my mother bringing the catalogue home; the potent magic of its vast pagination; the tears as my siblings snatched it from me to circle their Christmas presents.”