Meet The Disruptors: Erin Berry Of iRomaScents On The Five Things You Need To Shake Up Your Industry

The prevalence of theft. Theft has been an ongoing issue, with many retailers losing money and locking up their products behind glass cases. Staff have reported that anything within the store would be stolen, even empty sample bottles. With iRomaScents, all the samples are safely located inside of the system, preventing theft and loss.

As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Erin Berry.

Before bringing the idea of iRomaScents to fruition with Co-Founder Avner Gal, Erin Berry worked with Integrity Applications for more than 16 years, where she grew quickly from her first role in 2008 as product line manager to Vice President of Marketing and Strategic Partnership. After helping to shape the brand’s innovative technology and outreach for several years, Berry continued to collaborate with Gal and empower other firms with her expertise in executive marketing, including cantiMED and Iridium Consultancy and Technologies. In 2019, she and Gal founded iRomaScents, which developed the groundbreaking device that holds the power to revolutionize shopping, entertainment and learning through immersive olfactory experiences.

Berry lives in the UK with her husband and two daughters and enjoys reading, cooking, hosting gatherings, history, gaming, learning new languages and people watching. She holds a degree in mass communication and marketing from Chang Jung University in Taiwan and UEA in the UK.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

Before bringing the idea of iRomaScents to fruition with my Co-Founder Avner Gal, we had worked together for years at Integrity Applications, which pioneered a non-invasive glucose monitor called GlucoTrack. After leaving my position there, Avner and I had been discussing setting up a new venture together and decided to make it a reality.

Even though smell is everywhere, in our everyday lives, we don’t use it enough. Avner had always been dreaming about an idea surrounding a scented movie, so we got together to see how we could bring this idea to life. Once we got started, we realized that there is a big pain point within the fragrance market for consumers to select the right product. This is from our own shopping experience, then we did some field studies and confirmed we are not the only ones who have the same complaint. With this in mind, we decided to begin our focus on scented shopping and scented movie/editor ideas.

Can you tell our readers what it is about the work you’re doing that’s disruptive?

iRomaScents 2000-P fills the market gap between fragrance retail and regular consumers. Many perfumeries, whether in large retail or boutique settings, require staff to monitor samples and to assist customers in finding their scent. Newer generations, like Gen Z, prefer to have more control of their shopping experience to choose the product they like.

To meet the need, we created iRomaScents with a uniquely autonomous, on-demand testing experience based on customers’ preferences and characteristics. Through the AI Wizard, customers are prompted to share their specific ideals for a new fragrance confidently and confidentially. They can choose whether they’d like a scent to make them feel confident for a date night, relaxed, or powerful for a meeting. They don’t have to divulge to a salesperson how much they’re willing to spend. But they can tell the AI Wizard, which will objectively and discreetly provide all the options that meet a customer’s criteria with on-demand sample spritzes.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

We created each iRomaScents device with the ability to hold up to 45 different scents at once; a maximum of 135 different scents in one station, with on-demand sample spritzes of the selected fragrance.

In the beginning stages of development when we were showcasing the product to retailers, there were people who were peeking into the device through the spritz nozzle, thinking the device would shoot some sort of laser to create smells. Something we thought was self-explanatory, we quickly realized we needed to explain a bit more how the device worked for users to understand.

Similar to how you’d keep distance using any spray product, we recommend holding a piece of blotter paper or their hand/wrist a short distance from the nozzle to prepare for the scent spritz.

We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?

During this journey with Avner, while each of us have our own expertise we bring to the table, we also have a consultancy board full of intellectuals and creatives to help with the research and study the developments of our target market. Having a team full of different viewpoints has proven beneficial to the development of the product, as each person brings their own opinion, concern, or idea to each and every meeting, helping us work through and consider every angle, aspect, and situation. We are so grateful to be able to work with such an amazing group of people to help bring our dream to life.

In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?

Positive disruption occurs when innovative ideas, technologies, or approaches challenge existing norms, leading to progress, efficiency, and improved outcomes. Here are some scenarios where disruption is a force for good:

1. Technological Advancements. Disruptive technologies often revolutionize industries. For instance, the advent of smartphones disrupted traditional communication, entertainment, and computing. Companies like Apple and Google have transformed the way we interact with information.
2. Enhanced Customer Experience. Disruption can lead to better customer experiences, which can be especially seen in online retail. E-commerce platforms like Amazon have disrupted traditional retail, offering convenience, choice, and personalized recommendations. Another example can be seen within ride sharing services. Uber and Lyft disrupted the taxi industry, making transportation more accessible and efficient.
3. Cost Efficiency and Accessibility. Disruption often democratizes access, as can be seen in FinTech. Companies like SumUp and Square disrupted traditional banking, making financial services more accessible to underserved populations. Another example can be seen with the emergence of telemedicine. Remote healthcare disrupted the traditional doctor-patient model, improving access and reducing costs.

When Disruption Isn’t So Positive

1. Job Displacement. While automation and AI disrupt industries with their technological advancement, they can also lead to job losses. Balancing innovation with social responsibility is crucial. This can be seen with self-checkout kiosks replacing cashier jobs.
2. Ethical Concerns. Disruption must align with ethical standards, privacy, and data security. Social media platforms disrupted communication but raised privacy concerns. Fintech innovations must prioritize data protection.
3. Resistance to Change. Some systems withstand the test of time because they serve essential functions, such as legacy infrastructure. Disrupting critical infrastructure (e.g., power grids, healthcare systems) without careful planning can be detrimental. Another example can be seen with cultural heritage. Traditions and cultural practices endure for a reason.

Examples in Context

Positive Disruption:

• Netflix disrupted the entertainment industry by shifting from DVDs to streaming, democratizing content access.
• Tesla disrupted the automotive industry with EVs and sustainable energy solutions.

Not-So-Positive Disruption:

• Blockbuster failed to adapt to streaming technology and was disrupted by Netflix.
• While social media platforms have transformed communication, they have also been associated with negative impacts such as misinformation, mental health issues, and privacy concerns.

In summary, disruption can drive progress and innovation but must be managed carefully to mitigate negative consequences. Evaluating the broader impact on efficiency, quality, employment, environment, and societal well-being is crucial in determining whether disruption is ultimately positive or negative.

Can you please share 5 ideas one needs to shake up their industry?

1. Stressful Customer Experience. As a consumer, when there are too many options to choose from and too many similar options, this can create confusion and is especially true within the fragrance industry. When shopping for a fragrance, customers are forced to test each and every scent to discover which one they like the most. This can cause fragrance fatigue, your body’s natural desensitization to similar smells over time. To tackle this issue, iRomaScents® was designed to match the modern shopping experience customers are looking for by creating a uniquely autonomous, on-demand testing experience based on customers’ preferences and characteristics. A story I can share is when I went to the store looking for a skincare product but was not fully sure of what I wanted. When speaking with the sales associate, they used a skin analysis device to scan my skin and in turn, recommend the most suitable product for me. It made the process so easy and efficient; I ended up purchasing what they recommended.
2. Awkward social conversation. Chatting with sales associates and staff can be stressful, as some consumers don’t like being approached or speaking with strangers, especially after the world of Covid. Sometimes, customers prefer to explore the product themselves and ask an associate if they need help or have a question. With this in mind, iRomaScents serves as a bridge between sales staff and the customer, with the digital platform privately asking customers questions on what they’re looking for. Customers can share their favorite scents, how they want to feel when they wear a fragrance and desired price range, etc., without ever having to speak to a sales associate.
3. The prevalence of theft. Theft has been an ongoing issue, with many retailers losing money and locking up their products behind glass cases. Staff have reported that anything within the store would be stolen, even empty sample bottles. With iRomaScents, all the samples are safely located inside of the system, preventing theft and loss.
4. Not utilizing consumer analytics. Consumer analytics can be such a helpful tool for businesses when deciding what products to promote and what consumers are gravitating towards or looking for. It can be a missed opportunity when retailers don’t take advantage. When creating iRomaScents, we made sure that it would double as a valuable tool for data collection and analysis, providing retailers with valuable insights into consumer shopping habits and preferences. This data can be used to optimize product placement, tailor promotions, and ultimately, increase profitability.
5. iRomaScents is building a fragrance map that allows the customers to not only match and find the product but will also direct customers to the nearest physical shop that carries the product and utilizes the iRomaScents device. We are bringing people connection to the physical shop instead of directly to the online store.

We are sure you aren’t done. How are you going to shake things up next?

We are diligently working on additional applications that can derive from iRomaScents technology beyond choosing your perfect fragrance. For instance, we are toying with the idea of combining scent with text messages and emojis. Could there be a way to send your emoji with smells? The answer is yes, and it may just be coming your way soon.

Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?

First and foremost, the Bible has had a deep impact on my thinking.

In general, I also love reading history books or anything that has to do with history as you can learn from those who came before you. Reading these stories helps me to understand that sometimes you cannot just see things from the surface and there are mistakes that you can avoid by thinking from many different perspectives.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

There is a quote from the bible that will always follow me in my life.

Philippians 3:13–14 “13 Brothers, I do not consider that I have made it my own. But one thing I do: forgetting what lies behind and straining forward to what lies ahead, 14 I press on toward the goal for the prize of the upward call of God in Christ Jesus.”

In my family, my mum always taught me how to deal with certain situations, especially when it’s not going your way. This can be as simple as struggling to open a tight jar to solve a crisis from a silly mistake. I’ve always been taught to focus on what I want to achieve rather than complain or soak in tears about what happened to the past, because there’re always solutions out there. That life lesson has truly impacted how I deal with life and work issues.

Throughout my entire career, I’ve worked directly with CEOs, entrepreneurs and the C-Suite and have noticed that they’ve found success within this mindset as well, forgetting what lies behind and focusing on what lies ahead, no matter what hurdle they may be facing.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.

The truth of my influence can be attributed to how I can communicate what I can provide to them as much as what they can provide to me. In other words, I believe in myself to be true to those willing to be open to me. I am always positive to meet people without preconceptions and feel thrilled with the prospect of learning new ideas from different viewpoints just as much as I endeavor to share my positivity with what I can offer to those willing to listen.

How can our readers follow you online?

You can learn more about iRomaScents at www.iromascents.com.

This was very inspiring. Thank you so much for joining us!