Where most perfumers in the industry emphasized the use of potent concentrations of natural ingredients, Coty’s leaders chose to invest in a scientifically advanced, time-released formula called molecular aura. This innovation bolsters the notes in a fragrance to ensure a stronger, more impactful, longer-lasting olfactory experience.
— Read more in Inside Infiniment Coty Paris’s High-Tech Fragrance Collection at Elle.
Foregoing the traditional perfume pyramid of top, heart and base notes, Infiniment Coty is constructed in a 'spherical' manner using patent-pending 'Molecular Aura'. "There is a molecule that allows you to control how the different ingredients evaporates exactly. Instead of having the pyramids, we have a sphere where everything evaporates at the same speed in all directions," explains Nabi. In other words, what you spritz at 6am, will smell exactly the same come sunset.
— Read more in How Infiniment Coty is redefining traditional fragrance compositions at Harper's Bazaar UK.
I can see the appeal of this, especially if it means they can make citrus note last longer, but I’m not sure I’d want this all the time. The way a perfume changes over the course of a day is part of what makes it interesting to me.
I seem to remember some other scent…maybe one of Lady Gaga’s(?) being advertised this way, and finding it did not work that way on my skin at all.