Olfactory marketing in the cosmetics industry: what is it and how does it work?

Olfactory marketing in the cosmetics industry: what is it and how does it work? 900 900 Studio Concept S.r.l.

The art of still life is to be able to seduce through image, it can evoke a scent. We at Studio Concept believe in the power of communication.

What is olfactory marketing?

One would think it was a new sales strategy, but its history is anything but short. It was 1911 when perfume designer Paul Poiret gave his creation Nuit Persiane as a gift at a social event, olfactory luxury entered the marketing strategies.

Medical science reinforces the value of smell. The human brain can remember a maximum of two hundred colours but can store up to 10,000 odours. Scents, emotions and memories are connected to the feeling of fulfilment. This is due to biology in the connection between the olfactory bulb and the limbic system.

Olfactory marketing starts from the scientific basis and field experiences to refine sales methods. The aim is to create a feeling of well-being through odours so the target audience associates the fragrance with the positive feed. The effect increases sales but above all strengthens brand perception.

The Olfactory Logo: a new frontier of branding in the cosmetics industry

If the sense of smell has always been present in sales, where would be the innovation? Awareness is the real innovation in marketing. One could make a list of brands in cosmetics that have always used the olfactory logo, now the market emphasises its value.

The potential of the olfactory logo could be appreciated through a simple experiment. Try for a moment to close your eyes and call to mind the fragrance of your favourite perfume, in an instant you will have fished out its logo from memory and visualised its packaging details.

Marketing has finally recognised the power of the olfactory logo, its distinctive imprint is able to stick in the memory. You need to distinguish yourself from your competitors, the concept is fundamental, especially in cosmetics. Associating an olfactory signature with your brand allows you to draw a clear line between yourself and everyone else.

Why is olfactory marketing effective in the cosmetics industry?

There is an intrinsic link between cosmetics and smells, and sales promotion exploits its value. Unlike in other fields, buying in cosmetics increasingly has the connotations of a multi-sensory experience. Sight is king, but it is in excellent company with smell.

Smells are able to influence choice, they predispose the potential buyer. It is no coincidence that physical stores tend to diffuse scents in their environments. Simple odours are the most effective for selling, these reduce tension and predispose the customer towards a purchase.

Olfactory marketing is a powerful medium because it touches memories, its effectiveness therefore starts with studying the target audience. The choice of fragrance must meet the sense of pleasantness, succeeding is a fine balancing act between common taste and the perception of the individual. Excess is also a risk.

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Fragrance promotion strategies: how to develop and promote successful fragrances

Brand recall is at the centre especially in the perfume market, the object is the means to keep a positive tension towards well-being alive. Perfume is not applied but dressed, wearing a perfume is like wearing a dress that makes you feel good.

Marilyn Monroe and Chanel N°5 are inextricably linked in one of the most successful cosmetic marketing moves in history. The promotion of a fragrance should aim precisely in that direction. Advertising in cosmetics works when it pushes the product but does so to reinforce the brand.

The study of the strategy starts from the analysis of everyday life, understands its needs and elaborates a response capable of elevating the feeling of pleasure. It is no coincidence that luxury is one of the constants. This is the starting point for product photography, text but also packaging. Every aspect is connected.

Packaging Design of cosmetic products

Olfactory marketing is deeply connected to it, the container is the element that appeals to the senses in the most immediate way. The target audience sees the packaging on the sales portal as well as in the window of a downtown store, the sense of sight prepares them for the olfactory experience.

The choice of materials says a lot in marketing strategy. The container itself can convey an olfactory message, here photographic sensitivity also comes into play. An example is the colours of nature that lead to a feeling of pleasant freshness, the detail communicates the concept and associates it with the brand.

Design is a strategic element, cosmetics is the ideal field for playing with lines and developing packaging that works. The art of surprising meets the craftsmanship of satisfying, the useful is in fact called upon to meet the beautiful. Quality is in the sense of smell, but also in sight and touch.

Olfactory marketing is a powerful lever to strengthen the bond between the customer and the cosmetic brand.

At Studio Concept, we believe that the power of fragrances, combined with eye-catching design and a targeted visual strategy, can create a unique multi-sensory experience. The olfactory signature of a brand not only enhances the perception of the product, but becomes an integral part of its identity.

Collaborating with industry professionals allows you to develop effective strategies that harness all the senses, making your brand memorable.

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