Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?
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!
Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.
The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups.
Bespoke production is beneficial for the customer
Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.
Shopping for the right perfume
Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.
Trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.
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.
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.”
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?
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.
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.
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.
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.
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?
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?
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.
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.
- Elias Bittan
- Topic Entry
- Created 09 Apr 2018
- Modified 13 Apr 2018
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