Thai perfume brand Journal turns fragrance samples into NFC collectables

Thailand – Fragrance brand Journal is rewriting the rules of scent sampling with a wearable fragrance tester that doubles as a social connector. Designed by creative agency CJ Worx, the Magnetic Attraction wristband infuses body oil with fragrance while integrating NFC technology, allowing wearers to exchange contact info or social handles with a simple tap and transforming scent into a shared experience.

Launched with a high-profile campaign featuring Thai actor Krit Amnuaydechkorn, also known as PP Krit, the tester debuted at an experiential event that drew mass social engagement and boosted sales by over 50% in the first week. What began as a perfume sample became a viral conversation starter and proof that investing in innovative sampling can drive confident purchases, spark word-of-mouth sharing and foster lasting brand loyalty.

This aligns with the shift outlined in LS:N Global’s Scent Retail Futures report, which explores how the fragrance category is evolving in response to consumer desires for slow, immersive discovery. With 74% of luxury fragrance purchases still happening in store (source: Grand View Research), scent remains a category that thrives on physicality and intimacy.

Journal’s wearable format modernises this by offering portability and digital functionality. The brand is meeting consumers where they are: on-the-go, hyper-social and seeking experiences that bridge physical and digital.