Consumers have a proven response to sensory marketing campaigns--indeed, more than 70 percent said they were inclined to buy the brand, and more than 30 percent convert to brand advocates, according to figures published by USP Solutions. Dozens of globally recognizable firms have utilized their products for sensory marketing and branding.
Sensory marketing engages far more than what people see and hear; it also involves tactile experience and scent. The beauty market, in particular, involves all the senses.
The science behind sensory marketing is stepping to the fore, according to the Harvard Business Review.
"Aradhna Krishna directs the Sensory Marketing Laboratory at the University of Michigan and is considered the foremost expert in the field. She says that many companies are just starting to recognize how strongly the senses affect the deepest parts of our brains....Consumers don’t perceive them as marketing messages and therefore don’t react with the usual resistance to ads and other promotions."
To gain that emotional investment, testers have become a sensory marketing tool of choice. Being able to perform individual tests allows consumers to fully sense and experience the advertised beauty product.
By widening the sensory perception and the impact the product can have on them at a deeply personal level, beauty industry executives can seize an opportunity to make each engaged consumer a lifetime buyer.
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