Manufacturers and service providers have always used the senses to attract customers. However, these solutions have not been analysed and studied extensively enough to present their real value. Using the senses in order to trigger certain associations is called sensory branding. We live in a society in which sight is the most important sense, so visual stimuli are the most popular way to generate certain feelings. Brands relatively often try to use hearing, while other senses – smell, taste and touch seem to be underestimated. It is a huge mistake, especially when it comes to smell which, according to the studies, has the biggest impact on consumer’s decisions and generates the strongest emotions out of all five senses. Scent marketing is mostly used in corporate headquarters, in shops and in service outlets to create a pleasant atmosphere and favourable conditions for shopping.
The influence of scent on customers
Underestimation of smell in marketing is a big mistake. This is confirmed by numerous studies which show that olfactory memory is several times stronger than visual memory and can last up to 50 years. By combining visual stimuli and smell, our brain can remember 70% more information than with just the visual contact.
Smell is so natural for us that we often use it unconsciously, so we do not even realise that it affects our behaviour and decisions. An example is staying in one room for a longer period of time. People spend approximately 18% more time in rooms that smell nice.
Which branch should use scent marketing?
The influence of smell on customers is mostly associated with boutiques and corporate headquarters where smell aims to improve business relations. Nowadays, the sector that is developing most rapidly in terms of scent marketing is the hotel industry. There are many articles and videos available online that show hotel representatives presenting the best ways of using scent marketing and its positive effects. However, it is important to remember that such solutions are only a part of the offer which should be attractive by itself – thanks to its high quality, good service, wide product range etc.
An example of IMS
The key to success in sensory branding is of course the ability to determine the target group and define its needs. This involves the choice of scent that meets the customer’s expectations and can be associated with the values cherished by our brand.
IMS is a recognised company that deals with sensory branding. The agency is open about its successes and failures that can lead to many conclusions. In one of the interviews published online, Wojciech Grendziński – Vice-president of the Management Board of IMS – talks about a campaign for a shoe retailer which involved deep, sensual scent. The campaign was not successful because the scent was so specific that it generated contradictory emotions, dividing customers into those who loved it and those who hated it. Moreover, it did not blend in with the smell of leather used for the shoes.
However, the extraordinary scent used for one of the luxury clothing brands was a big hit. It was a strong scent that combined several types of genuine leather that initially did not seem to work well in a shop that does not sell leather clothes. Combined with the smell of shirts and suits, the scent became subtle and the customers loved it. The company even considered introducing their own perfumes with this exact tone.
Scent marketing and interior perfumes
Perfume companies can use scent marketing in two ways. On one hand, they may of course consider the possibility of introducing fragrances designed specifically for sensory branding or interior perfumes to the market. On the other hand, they may simply use the selected scents in their rooms. All in all, who should attract the customers with scent if not the perfume companies? Spraying selected scents in small quantities in shops, on markets and in corporate headquarters is a great idea. Designing an interior perfume line or perfumes intended for scent marketing can be even more interesting. Considering the current development of this branch of marketing, we can expect huge interest in these products. It is worth to start working on it now!
Illumination and packaging appearance
The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging.
Made in USA
When, at the beginning of the 20th century, someone managed to travel to the United States, it seemed as if they had touched the edge of heaven. In the post-war years of communism, it was no easier to leave the country, and the things brought from across the ocean were becoming a kind of artefacts.
Not just cosmetics, the number of applications of surlyn is increasing
The ethylene ionomer with a trade name “Surlyn” was developed as early as in the 1960s. However, almost 60 years on the market did not make it obsolete. More and more industries have noticed the advantages of this material and use it in a very creative way.
Marketing descriptions of perfumes - Can words express a scent?
According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.”
Relaxation cosmetics - A new type of cosmetic?
Consumers work increasingly longer hours and live in a much greater rush than ever before, hence their longing for a moment’s respite that would allow them to focus on themselves and regenerate their tired mind and body. Massage, spa, beauty and wellness parlours are capitalising on this need.
What does the packaging say about the value of a product?
It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?
Instant Beauty - What is it all about and how can you use it?
Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.
How France became the perfume capital of the World
Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?
The future of online cosmetic sales
The cosmetic market is one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution.
Do these ingredients really work magic?
Customers are ready to test almost every novelty in the hope of finding a product to satisfy their needs. On the other hand, producers are looking for recipes targeted at the most demanding consumers. For thousands of years, the beauty industry has been looking for ‘miraculous’ ingredients.
When perfume masked other scents…
The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.
Plastics and ecology
One of the biggest ecological conflicts of our time concerns polymeric materials. We are surrounded by plastics and a lot of them stay with us longer than we would like. The dispute regarding plastic waste continues, and it is their producers who are often blamed for it. Should they be?
How to reach your target group - Cosmetics for teenagers
Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.
About creating glass packaging and our cooperation with Heinz-Glas Działdowo
After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.
Only for the eagle-eyed - Perfumes in films
Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?
Cosmetics for babies - Iconic brands and increasing consumer awareness
When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?
How to redesign your packaging?
The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.
Specialised packaging – How broad is the term?
Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents.
Vegan cosmetics, not only for vegans!
One of the hottest trends of the last few decades… More than just fashion… It is a lifestyle whose fundamental rule is to “minimise cruelty”. A radical type of vegetarianism. Of course we are talking about veganism, which is rapidly changing more and more industries.
Texture and material – The effect of touch on the purchasing decisions of consumers
The sense of touch is vastly underestimated, and yet its receptors are found on almost the entire human body. By touching, we can distinguish temperature, shape, pain and texture. The importance of this sense is evidenced, for example, by Harry Harlow’s research from the 1960s.
The future of the social media market and the position of cosmetics companies
Many people cannot imagine their life without social media, and it has also become an important part of the marketing strategy employed by big companies. Being present on social media involves increasing the prominence of web pages, reaching different groups of recipients using particular distribution channels and improving the image of a company.
New packaging technologies – Inspirations for the cosmetic and perfume trades
Not long ago, we wrote on our blog about the use of mobile apps in the cosmetics and perfume trade. Smartphones are not, though, the only platform that can use modern systems which complement the main product. The market for new technologies in packaging is developing rapidly, and there is no shortage of new solutions, many of which could be successfully applied to the cosmetics and perfume trade.
Materials for white cosmetics - Pros and cons
Every industry requires a lot from its packaging, but the bar is set extremely high in cosmetics. This is linked to the high aesthetic expectations of customers, as well as to the required functionality, chemical neutrality and physical durability. Packaging manufacturers and materials experts have spent years considering which materials are the best choice for white cosmetics packaging.
How Politech products are protected
When thinking about packaging for cosmetics and perfumes, we typically imagine bottles, cream jars, caps and cartons. While they constitute important protective elements for the contents, the protection of the packaging is just as important during the process of manufacturing, storage and transport.
What were perfumes made from in the past? The ingredients of perfumes past and present
Humans have scented their bodies and the objects around them since long before they learned how to extract fragrant substances or to store essential oils in specially designed containers. The method they used is best explained by the very word “perfume”, which derives from the Latin expression “per fumum”, that is, “through smoke”.
Disposable packaging in the cosmetic industry: development directions
Long gone are the days when one would wrap purchases in newspaper. At the same time, there are fewer products available without some sort of packaging. We have reached the point where even vegetables are packaged in cardboards, plastic boxes and plastic bags.
How to prepare an offer that is appealing to millennials?
Millennials are spoken of frequently, but do we know exactly who they are? This knowledge could be very useful because millennials could be the main customer for our products and services. Unfortunately, depending on the source and type of research, the information on this group varies.
Valentine’s day – How can this holiday be used by cosmetics and perfume manufacturers?
Valentine’s Day is one of the most commercial holidays that have made their way into our calendars. It is not true, however, that this is another ‘American invention’ we have been trying to inculcate in our country. The history of this holiday dates back to pagan times, but even the Catholic Church began to celebrate this day in 1496. It was then that St. Valentine was recognized as the patron saint of those in love.
Materials dyed by the producer, or mass colour coating?
Dyeing is one of the most important stages in the processing of plastic materials. This process of dyeing products may not seem a key issue, but for the client it is very important. During the decision to purchase, the colour of the packaging is the first noticeable aspect that attracts the consumer’s attention.
- Elias Bittan
- Topic Entry
- Created 09 APR 2018
- Modified 13 APR 2018
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