From cosmetic still life to the power of sounds and smells, marketing bypasses classic images to impress in all senses. We at Studio Concept anticipate what will be.
Indice
What is sensory marketing in beauty and cosmetics
Sales strategies are measured against an addicted customer base, one does not sell in the same way as in the past. Nature suggests a possible solution, it is the senses that stimulate choice and lead from curiosity to conversion.
Sight and hearing but also smell, taste and touch are the five powerful means at the service of total marketing. Experience shows that a single channel can impart a powerful impulse, but the effect is multiplied when the senses are combined. Try it for yourself: thinking back to the scenes of a film also brings the soundtrack to mind.
The cosmetics industry is the natural domain of all the senses. One could add a sixth, that of beauty. Sensory marketing finds fertile ground here, full of useful cues to put the right emphasis on the product. Communication becomes spontaneous.
The benefits and importance of sensory marketing for beauty brands
In the past, text in combination with images, cosmetic marketing tended towards a more visual imprint. Contrasting colours and impactful claims were the rule in line presentation.
Sensory marketing restores strength to product advertising, writing and images return to the pleasure of description precisely because the other senses are there to help them. Presentation gains the space it deserves, for cosmetics is not just images and colours or just the text of an immaculate INCI.
The gain is not limited to increased sales, the customer can finally benefit from useful marketing to guide his choice. Capturing the scent and associating it with the texture of a cosmetic means coming into contact with it even before testing it for the first time. The choice becomes more conscious so it can satisfy.
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How to use sensory marketing to engage and retain consumers
The in-store experience is the easiest example to recall, one only has to enter a concept store to notice how the fittings aim to stimulate the senses in a more complete way. The purchase rises from the buying and selling of a good to the level of a total experience.
Even the web channel can aspire to a more sensorial approach. The new challenge is to fill in the gaps through an emotional and evocative language, images as well as sounds and textual descriptions are intended to appeal to the sense of smell as well as taste and touch.
If uniting the senses is tantamount to reinforcing the memory, marketing presents an opportunity for sensory imprinting. The experience of choice represents an opportunity to fix the brand and attribute to it the impression experienced through the experiential purchase. Fixing the brand serves to recall it spontaneously, that is the added value of marketing through the senses.
Practical examples of sensory marketing in the beauty and fashion sectors
What might appear empirical is actually the result of a rigorous technique that draws heavily from science. What appears spontaneous is the magic of the moment, but the work behind it is the most interesting aspect. Sensory marketing works, here are some examples.
Thinking of Lush immediately brings to mind the heady scent of its shops, here the brand’s imprint is unmistakable. Sephora is another case in point, both the colours and the sound communication of its jingles aim straight at creating an indelible emotional sensation.
Abercrombie & Ficht but also Nike are paradigms of marketing through the senses, you only have to enter one of their shops to have a direct impact with their in-store music. Priority to low tones and a rhythmic selection recreate an environment more akin to the Millenials target. Then there is the scent diffused in the rooms, an unmistakable signature.
Still life product photo for Vitaminica Equilibra
To give space to the senses is also to express the brand through a targeted combination of images. Here the challenge for Studio Concept was to render the natural essence of the product and combine it with its effectiveness in beauty care. The brand required a multi-layered design.
From counter and floor displays to information material, the sensorial approach is reinforced by the integration of classic still life with line video material. The packaging plays heavily on the product feel, the same colours are chosen to introduce the user experience.
The creative concept is based on the multiple effect of vitamins, clearly associating them with clearly distinguishable colours. The white background creates a basis of purity, leaves the right space for the more direct communication of colours and clear insights in the graphics. The packaging aligns with the brand, communicates and caresses the senses.
Sensory marketing in the beauty and cosmetics industry represents a crucial breakthrough in the way consumers are engaged. Through the combined use of the senses, brands can create an immersive experience that goes beyond mere visual presentation.
Studio Concept has understood the importance of this approach, anticipating trends and proposing creative solutions involving sight, touch, smell and sound to strengthen the bond with the customer.
In a world where consumers are increasingly attentive and sophisticated, the ability to excite and stimulate the senses becomes a decisive factor for loyalty. The use of sensory marketing increases sales and creates memorable experiences that associate the brand with positive and lasting sensations.
The future of cosmetic communication therefore lies in the ability to touch all the senses, turning every interaction with the product into a multi-sensory journey.