Sephora uses Sensa as a tool to select fragrances, the business on which the chain was founded. The kiosk starts with general questions—do you want to smell like flowers or fruit?—and continues refining choices based on your previous answers. Think of it as Amazon’s recommended reading algorithm, but for smelling good. Last year, Sephora installed Sensa in all of their more than 1,700 stores last year, Dolan said. “We love that technology so much that we bought the company,” she said, “and we’ll continue to enhance the experience.”