Unilever men’s deodorant brand Lynx has employed Artificial Intelligence (AI) to develop what it claims is the perfect scent. Axe A.I. (LINX A.I. in the UK), is the result of an AI project that analyzed 6,000 perfume ingredients with 3.5m potential combinations, with the goal of discovering the perfect scent. The result combines an aromatic floral blend of sage, artemisia, and mint, refreshed with marine, apple, and citrus notes and finished with a woody, ambery, and moss background.

The deodorant, created in collaboration with Swiss fragrance firm, Firmenich, is available from now until March next year. The packaging will feature a QR code that will launch a web page where British rapper Aitch will introduce the product and ask the user to spray an AR can of LYNX/Axe in the air to reveal a code, allowing entry into competition. Six winners will be invited to a house party hosted by a hologram of Aitch. The AR element was designed by Zappar.

“Lynx has always been at the cutting-edge of fragrance,” said Josh Plimmer, Senior Brand Manager for Lynx at Unilever. “The launch of Lynx A.I., which was created by crunching 46 terabytes of data, unlocks the code to smell iconic.”