When it comes to creative marketing, everyone knows you have to think outside the box—or, in this case, the store. Instead of luring customers into a traditional retail location, Coty and ZoomSystems have teamed up to bring automated fragrance stores to the consumers—in venues such as airports and malls located in major metropolitan areas. Known as Star Scents, the 30-square foot automated retail stores are particularly targeted toward a younger clientele who may not frequent department stores. The concept is designed to let customers test various celebrity fragrance brands and then buy a sample size. The scents will be available in 1-oz. sizes—perfectly sized for travel and limited in distribution—and will retail for $32. The first 10 units debut this month at Las Vegas International Airport, and in a number of malls across the U.S., including four in California and a selection in New York, Georgia, Florida, Arizona and Texas.

Star Scents utilizes the latest in fragrance sampling technology, using custom-built atomizers, whereby dry fragrance microparticles are released into the air with the simple touch of a button, leaving no liquid residue behind. Every atomized sample will be tracked by a proprietary electronic system, through which conversion rates can be measured with unprecedented accuracy. Fragrance choices will include Jennifer Lopez (Glow, Glow After Dark, Live and Live Luxe) for women, and RSVP by Kenneth Cole featuring Jon Bon Jovi and David Beckham Instinct for men.

“We recognize the Zoom program as an excellent way to reach out to the younger consumer who is not inclined to shop in department stores,” says Dennis Keogh, senior vice president, U.S. marketing, Coty Prestige. “The program will feature smaller sizes, at lower price points, to essentially serve as sampling devices, ultimately driving the purchasers to full-size product in department stores.”

In other joint venture fragrance news from Coty, Chloe and Coty Prestige, the selective division of Coty, will launch a new Chloe’s women’s fragrance in February 2008. The Coty group has overseen Chloe fragrances since the acquisition of the Unilever prestige sector in July 2005. With Chloe, Coty aims to strengthen its position in the worldwide market of selective designer fragrance brands.