Is the Rolls-Royce brand moving into the perfume market? No, but it is introducing Rolls-Royce Scent, an “immersive fragrance concept” for its cars.

We know how Rolls-Royce Motor Cars are obsessed with detail and perfection, but tell me if you think this is taking the customer experience to yet another level of finesse, or going way over the top?

Essentially, they have created a fragrance that complements the natural aromas of the materials used within the motor car, and built a system to release it over time.

Martina Starke, General Manager, Bespoke Design, Rolls-Royce Motor Cars puts it, appropriately, in a slightly more flowery fashion:

“A Rolls-Royce interior is a unique space in which every element is meticulously curated to create an unparalleled multi-sensory experience. With our new fragrance concept, Rolls-Royce Scent, we move beyond the visual and tactile realms into a new dimension. Designed and developed by our in-house perfumer and delivered using patented technology, this fragrance elevates the already peerless Rolls-Royce experience, creating an environment that is even more special, and absolutely unmistakable.”

The company already considers the touch and smell of materials in its cars.

For every new Rolls-Royce model, a specialist department, comprising experts in fields such as biochemistry and haute parfumerie, is consulted during the selection of leathers, woods, wools and other tactile surfaces. This includes the materials used to enhance and protect them, such as lacquers and dyes. These specialists ensure that each material represents the best of its kind – not only for its visual and tactile qualities – but also for its scent.

Now, this debut fragrance, with notes of Amyris, Cedarwood, Rosewood and Iris, is designed to complement those materials.

I’m not sure if this is genius (probably!) or just a bit excessive. Either way, it is certainly an advance on the cheap scent-diffusers sold in motorway service stations!