Puig, the renowned beauty-to-fashion conglomerate in Spain, continues its winning streak with the iconic fragrance brand, Paco Rabanne. They have introduced “Phantom,” their latest men’s fragrance, strategically aiming to create a new cornerstone akin to the immensely popular “One Million.” This bold venture harnesses the potential of artificial intelligence (AI) to revolutionize the world of perfumery.

“Phantom” is hailed as Paco Rabanne’s pioneering “connected” fragrance, heralding a new era in scent creation. It debuts in a captivating form—a striking, shiny silver robot that may evoke memories of the beloved robots from the 1960s cult series “Lost in Space.” While “Phantom” evokes a hint of nostalgic retro charm, it remains deeply rooted in Paco Rabanne’s long-standing tradition of challenging conventional fashion norms. The brand has consistently embraced avant-garde concepts, crafting futuristic looks from unconventional materials. However, “Phantom” focuses on the present and the future. Julien Dossena, Artistic Director of Paco Rabanne since 2013, underlines this shift, noting, “When I think of Paco Rabanne, I don’t think retro—I think revolution, rebellion, and renaissance.”

On the fragrance front, Puig has a history of leading disruption. It traces back to 1969 when Paco Rabanne’s “Calandre,” the first women’s fragrance, introduced a metallic rose inspired by the allure of cool cars and passionate allure. “Pour Homme,” in 1973, pioneered the aromatic fougère fragrance family in masculine perfumery. In recent times, Paco Rabanne’s innovative fragrances, such as “One Million” and the gender-fluid scents from the “PACOLLECTION,” have resonated with the aspirations of Generation Z.

“Phantom” aspires to continue Paco Rabanne’s legacy of defying convention by integrating advanced AI technology with fragrance craftsmanship. With its launch, the fragrance seeks to redefine the perfumery landscape, promising a sensory experience that transcends traditional boundaries and establishes new industry standards.