04.12.24
News
Has anyone else seen the sensory marketing trend all over their social feeds?! This month we’ve seen psychological marketing crossover particularly in the fast-converging beauty, fashion & food sectors with product launches engaging all 5 senses (touch, taste, sight, sound, and smell). So, what’s going on? And more importantly, what can brands learn?
It’s not a new phenomenon, just take Burberry’s limited Norman’s Cafe collaboration during London Fashion Week which blended fashion with food in a playful yet memorable way.
This year we’ve seen brands including Rhode & Milk Makeup turn to the tactic for product launches, correlating the name with a food item. When we as the consumer discover new products largely through social, long gone are the days where we could “try before we buy”, sensory experiences can be a step towards bridging that gap.
This month we’ve worked in collaboration with ARKIVE Headcare to launch the brand’s new fragrance range for Hair and Skin. From the ‘NO ONE ELSIE’ Eau de Parfum which has notes of the green earthiness of tomato leaf inspired by founder Adam Reed’s grandmother’s English greenhouse, to ‘DECORATED WOODS’, a fragrance that captures the changing seasons of a lush English woodland; our campaign for Arkive has focused on the natural wonderment of the English countryside.
Credit: ARKIVE Headcare
So, to launch their venture into the fragrance category we invited editor & influencer guests to Limekiln for a countryside escape to refresh and reset their heads. Drawing on all the senses, we hosted an immersive sensory journey into brand discovery including trio of creative workshops, including a flower arranging session, an ingredient fragrance exploration & a hair refresh demonstration.
Credit: ARKIVE Headcare
The result? Live social reach to 4.8 million, along with dedicated features in Marie Claire & Cosmetics Business. By crafting a multi-dimensional experience that merged the sensory with brand storytelling, we blurred the lines to create unexpected event details which intertwined scent, emotion & memory.
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