In still life, through a video or in a perfume, the senses are the highway that conveys emotions to imprint the brand in the memory. We at Studio Conceptsnc place them at the centre.
Creative still life for the beauty world thus becomes a fundamental tool for giving visual form to these emotions, turning each shot into an evocative tale.
Indice
The importance of emotional communication in cosmetics marketing
Telling a brand in cosmetics is the art of creating a connection between the product and its defined target. The science of neuromarketing proves this, the right communication techniques are able to associate the message with the feeling of pleasure in the recipient.
Psychology confirms this, suggestions are an anchor for the memory. It is easy to remember a moment that has moved us in a particular way. Emotions belong to a language that hardly needs words, which is universal precisely because it brings everyone together.
Cosmetics are powerful, they express an aesthetic form to one’s emotions. Emotional narrative can only be its most natural medium: the red of a lipstick can seduce, the white of a cream purifies. Cosmetics are made of emotions, the right narrative conveys them to the target.
Stimulating the 5 senses to tell your product’s story
Communication works when it is circular: look at the object but also touch it and, why not, smell, sound and even taste it. Just close your eyes and think about the last time you used hand cream: maybe it was fresh to the touch, it smelled so pleasant that you wanted to taste it except you realised it tasted bitter.
Describing an object with the five senses is the best way to realise how sensory storytelling is a powerful tool. Succeeding requires commitment but above all skill, professional description brings sensations closer to emotions, therein lies the power of storytelling.
Descriptions are the safe harbour of the novelist, but they are also the friend of the communicator in cosmetics. Knowing how to describe through the senses allows the target audience to see, smell and even feel the sensations of the product without ever having touched it. The senses tell.
Creating a unique sensory experience for your brand
The senses do not only tell the story, they have always been the hallmark. Everyone will have walked into one of the shops of any leading brand and been enveloped by a completely distinct fragrance. Nothing happens by chance, there is a sensory marketing study behind it.
If it is true that the senses stimulate the memory, the elaboration of a sensory strategy is the way to distinguish oneself from all others. To say cosmetics is to think of perfume, but graphics can also woo the eye.
Pantone 18-1438 is the colour Marsala, an example of sensory brand association. The marketing strategy relies on the sensory experience, drawing communicative power from it to associate it with the brand. Other examples are in Tiffany Green but also in an identity sound. How to do it? You need to isolate one sense and focus the brand essence on it.
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Evoking emotions with sensory language and powerful images
You can sell a perfume even without showing it, the power of emotions is capable of this and much more. Written communication as well as set photography and product still life are the tools behind emotional communication.
What is the secret? The idea works when it acts as a bridge between people’s emotions and their needs. To achieve this, you need to know your target audience and interpret their common language as well as their preferences. This is where the search for images that are closest to the product and the potential customer starts, of course this applies to every other sense.
The language of emotions fears rules, communication comes when it dares to dare. This is how a texture is fiery or perhaps an eyeliner can be fun. The narrative must be incisive, it uses powerful images to stimulate the memory. That is how the brand stays.
Building trust with testimonials, reviews and brand consistency
Communication goes hand in hand with the image that the brand has decided to adopt, the choice is the result of analysing the target audience and comparing its needs to the actual proposals on the market. How do you demonstrate this to the general public?
Once a brand strategy is in place, effective storytelling can do the rest. Telling a story is the way to engage but above all to bring the brand closer to the target audience’s experiences. Creating a common sense is important, the customer mirrors himself in the communicative message because he finds a safe reference in it.
The brand can entrust the message to classic influencers or approach it through product reviews. Direct testimonials are valuable, even more so if they are accompanied by images and videos. Here lies the key to a narrative that describes but does not delude: marketing uses emotions to fix memories, images and words enhance the reality.
In a competitive market such as that of cosmetics, telling the story of a product through the senses is a winning strategy. The senses, in fact, become the real protagonists of an emotional narrative capable of imprinting the brand in the consumer’s memory.
Through evocative images, sensory descriptions and authentic communication, you can build a deep connection with your target audience, turning each product into a unique and memorable experience.
At Studio Conceptsnc we believe in the power of sensory storytelling and the power of emotions to communicate the essence of a brand. Contact us to give voice and soul to the story of your cosmetic product, transforming every detail into an unforgettable connection.