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How to Stand Out with Sensory Marketing

How to Stand Out with Sensory Marketing

In today’s crowded market, brands are constantly searching for new ways to stand out and capture their audience’s attention. One innovative approach that has gained significant traction in recent years is sensory marketing. By appealing to the five senses, brands can create immersive and unforgettable experiences that resonate deeply with their customers. Two standout examples of this strategy in action are Jacquemus and Rhode Skin, both of which have successfully harnessed sensory marketing to build strong, loyal followings.

Sensory Marketing: What Is It?

Before diving into how Jacquemus and Rhode Skin utilise sensory marketing, let’s define what it is. Sensory marketing refers to the practice of engaging a consumer’s senses sight, sound, smell, touch, and taste to create emotional connections and influence behaviour. Whether through unique packaging, an unforgettable store ambiance, or using scents and textures that evoke certain feelings, sensory marketing elevates a brand from being just a product to an experience.

Jacquemus: Immersive Campaigns with a Playful Twist

Jacquemus’s campaigns often feel more like art installations than traditional ads. For instance, the brand famously showcased a giant handbag carried by a tractor through a sprawling lavender field. This surreal imagery didn’t just highlight the product; it created an immersive experience that evoked feelings of summer, freedom, and whimsy. Such visual storytelling allows the audience to feel the campaign, making it unforgettable.

Food as a Narrative Tool

Another key element of Jacquemus’s sensory marketing is the integration of food into its visuals. From fresh croissants to ripe oranges and baguettes, food serves as a narrative tool that connects the brand’s Mediterranean roots with the universal sensory pleasures of taste and touch. This clever use of relatable imagery creates a deeper emotional connection with the audience, making the products feel more accessible and desirable.

Rhode Skin by Hailey Bieber: The “Glazed Donut” Phenomenon

One of Rhode’s most iconic marketing moves is the “glazed donut” analogy. By comparing hydrated, dewy skin to the glossy, shiny surface of a donut, Rhode has created a tactile metaphor that instantly resonates with its audience. This clever approach ties the visual appeal of the product’s results to a universally loved sensory experience, making the brand both memorable and relatable.

Food-Inspired Product Graphics

Rhode takes sensory marketing further by incorporating food-inspired graphics and visuals into its branding. From creamy, honey-like textures to pastel hues reminiscent of vanilla or milk, these elements evoke feelings of nourishment and indulgence. By aligning the product’s benefits with sensory cues like taste and texture, Rhode creates a multi-layered experience that draws the audience in.

Why Sensory Marketing Works

So, why does sensory marketing work? The answer lies in how it taps into our subconscious and emotional responses. Sensory experiences are deeply tied to memory and feelings, so when a brand makes a lasting impression on our senses, it creates a stronger emotional connection. This connection can drive loyalty, repeat purchases, and even social media buzz.

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