The Mystery Chick: Hawthorne's Cologne-Sprayed Enigma

Hawthorne is an American niche brand that creates perfumes and colognes. It was launched in 2016 by Phil Wong, a designer for Hood By Air, and Brian Jeong, a product manager for BCG Digital Ventures. The brand uses biometric tailoring and study-backed research to deliver a perfect scent: two tailored colognes selected from the brand's fragrance palette. Visitors to the brand's website are asked a series of questions to determine which of their ten scents will work for them. The colognes are crafted by award-winning perfumers and made with higher-quality ingredients.

Hawthorne's 'Work' and 'Play' colognes

Hawthorne is an American niche brand that was launched in 2016 by Phil Wong, a designer for Hood By Air, and Brian Jeong, a product manager for BCG Digital Ventures. The brand uses biometric tailoring and study-backed research to deliver the perfect scent for its customers.

Hawthorne's Work and Play colognes are tailored to your body chemistry, lifestyle, and scent preference. The brand's website asks you a series of questions about your dressing, eating habits, and work to determine which of their ten scents will work for you. The colognes are crafted by award-winning perfumers and are made with 10 times higher-quality ingredients than other brands.

The Work cologne has citrus and woody notes, while the Play cologne has smoky and woody notes. The Work cologne is perfect for everyday use, with a subtle and sophisticated scent. The Play cologne is a stronger, more intense fragrance that is perfect for a night out. Both colognes are long-lasting and can be tailored to your specific needs and preferences.

The brand offers a unique 21-question quiz that helps determine your ideal cologne. This quiz covers a range of categories, from skin type and grooming habits to favourite drinks and ideal nights out. Based on your responses, Hawthorne creates a tailor-made set of two colognes, deodorant, and body wash. The set can be further customized to include a hair care line with shampoo and conditioner.

Hawthorne is committed to providing scents that you will love. If you are not satisfied with your initial purchase, the brand offers to re-tailor or exchange your products until you find a scent that you enjoy. They even cover all shipping costs for any returns or exchanges.

Overall, Hawthorne's Work and Play colognes offer a unique and personalized fragrance experience. With their high-quality ingredients, award-winning perfumers, and commitment to customer satisfaction, Hawthorne provides a truly tailored scent experience.

The brand's 21-question quiz

The Brands 21-Question Quiz

Hawthorne is a direct-to-consumer cologne and personal hygiene company that stands out from its competitors by asking its customers to take a 21-question quiz before they can purchase its full suite of products. This quiz is designed to collect data on the customer to tailor the products to their specific needs and preferences. The questions cover a range of categories, some more obvious than others, including skin type, grooming habits, favourite drink, and ideal night out.

While the quiz may initially seem gimmicky, it serves an important purpose for a brand that promises to "tailor" its products to each individual customer. By taking the quiz, Hawthorne can create a unique profile for each customer, allowing them to recommend or create customised products that match their specific needs and preferences. This level of customisation is not often seen in the direct-to-consumer market, making Hawthorne a standout brand in the industry.

The quiz asks a variety of questions, some more expected than others. For example, questions about skin type and grooming habits are clearly pertinent to the products being recommended. On the other hand, questions about favourite drinks and ideal nights out may seem less relevant at first glance. However, these questions likely provide insight into the customer's personality and lifestyle, which can help Hawthorne create a more comprehensive profile for customisation purposes.

The quiz also allows customers to choose between different "Body" and "Scent" profiles. The "Body" profile options include sensitive skin and exfoliating + effective, while the "Scent" profile options include fresh & light, dark & warm, and unisex & niche. These profiles further refine the customisation process, ensuring that the recommended products align with the customer's preferences and skin type.

Overall, the 21-question quiz is an innovative approach to product customisation in the direct-to-consumer market. By taking the time to understand their customers' needs and preferences, Hawthorne can deliver tailored products that truly match their unique profiles. This level of personalisation sets Hawthorne apart from its competitors and creates a unique and engaging shopping experience for its customers.

The colognes' perfumers

The Colognes Perfumers

Hawthorne's colognes are crafted by award-winning perfumers, including Rodrigo Flores-Roux, Olivier Gillotin, and Quentin Bisch. These perfumers are given a budget that is 10 times bigger than that of other brands, allowing them to use only the highest quality ingredients.

The brand's colognes are tailored to each customer's body chemistry, lifestyle, and scent preferences. Before purchasing a full suite of products, customers are asked to take a 21-question quiz that covers various categories, such as skin type, grooming habits, favourite drinks, and ideal night out. This data helps Hawthorne's perfumers create a unique fragrance for each customer.

The brand's colognes are also tailored to the customer's specific environments. For example, if a customer works in an office, the cologne will be lighter than if they work outdoors or in a bar. This level of customisation ensures that each customer receives a fragrance that is perfectly suited to their needs and preferences.

Hawthorne's commitment to quality and customisation has resulted in top-selling colognes that have received positive reviews from customers. The brand's unique approach to fragrance creation sets it apart from other direct-to-consumer companies and has helped it establish itself as a leading niche brand in the fragrance industry.

How to make cologne last longer

Hawthorne is a direct-to-consumer cologne and personal-hygiene company that started in 2016. The company asks its customers to take a 21-question quiz before they can buy its full suite of products. The quiz covers a range of categories, from skin type and grooming habits to favourite drinks and ideal nights out.

• Moisturise beforehand: Applying cologne right after showering and moisturising can help the fragrance last longer. This is because fragrance reacts to heat, and applying cologne to moisturised skin can help lock in the scent.
• Apply to pulse points: Spraying cologne onto the wrists, neck, insides of the elbows, and the back of the knees can help release the scent throughout the day. This is because pulse points are warmer than the rest of the body, which helps the scent develop and linger.
• Don't rub wrists together: Instead of rubbing wrists together, gently dab the cologne on the skin to avoid breaking down the chemicals and causing the top notes to break down faster.
• Layer your fragrance: Using complementary products such as soaps, aftershaves, and body balms can help remove competing scents and allow the cologne to stand out.
• Store correctly: Keep cologne in a cool, dark, and dry place. Heat, humidity, and light can speed up the breakdown of fragrances.
• Don't spray directly onto clothes: As many colognes are alcohol-based, spraying directly onto clothes can damage the garment and cause the scent to dissipate quickly.

The brand's founders

Hawthorne is an American niche brand launched by Phil Wong, a designer for Hood By Air, and Brian Jeong, a product manager for BCG Digital Ventures. The brand was established in 2016 and is based in New York, NY.

Wong and Jeong's professional backgrounds in design and product management, respectively, have likely contributed to the success of Hawthorne as a direct-to-consumer brand with strong branding. Hawthorne stands out from other direct-to-consumer companies by offering a tailored experience through a 21-question quiz that collects data on customers' preferences, lifestyles, and body chemistry to create personalised fragrance sets.

The brand's unique approach to fragrance customisation, along with its commitment to using high-quality ingredients, has attracted attention from editors and reviewers, who have generally praised the brand's products and the quiz's ability to match customers with their ideal fragrances.

Hawthorne's colognes are crafted by award-winning perfumers, including Rodrigo Flores-Roux, Olivier Gillotin, and Quentin Bisch, who are given a larger budget to work with compared to other brands, allowing them to use premium ingredients. The brand's fragrances are tailored to fit specific environments and lifestyles, with concentrations ranging from 10-15%, placing them in the Eau De Toilette (EDT) or Eau De Parfum (EDP) category.

In addition to its focus on personalisation and quality, Hawthorne also prioritises customer satisfaction. They offer a re-tailoring service for customers who are not completely happy with their initial purchase, allowing them to exchange or refine their fragrance choices. The brand also provides guidance on how to make the cologne last longer and how to apply it for the best results.

Frequently asked questions