Match opens ‘Eau.M.G. pop-up ahead of Valentine’s Day
Dating service Match is opening a unique Central London pop-up store exploring the role of smell in finding and attracting a partner. Female visitors to ‘Eau.M.G.’ (‘Eau Mon Garcon’) will be able to sample six different bottled scents created from the natural odours of male Match members in the hope of sniffing out a partner. The store will be open for four days in the run-up to Valentine’s Day, helping to match new couples based on their instinctive attraction to the different pheromones bottled in each.
Visitors to Eau.M.G., located in Clerkenwell’s Exmouth Market, will be encouraged to follow their nose as well as their hearts in this unique experience that explores biological compatibility and innate attraction. The bespoke scents have been created in partnership with Parisian laboratory CARACTER, which uses new technology to capture the scent of humans and, literally, bottle it. The technique, known as ‘olfactory photography’ allows the essence of a person’s worn clothes to be collected, reproduced and then delivered into its own scent.
Singles who visit the pop-up will be able to read the Match men’s profile information on the box of each perfume sample, as well as having the chance to take their favourite guy’s scent away with them. If a single female detects a scent that they think is a good match, they’ll be able to get in touch with the real-life member by following a link on the packaging, and speak to them directly through Match using a three-free day trial.
Eau.M.G will be located in Exmouth Market. The free to attend pop-up will be open to the public on the 9,12,13 and 14th of February.