How to Market Fragrances to those who Seek Sensory Experiences
Earlier, we discussed how the role that perfume plays in customers’ life determines what they like and how they want to be chased by marketers (and how this is especially true for the niche perfume segment).
Today, we want to shine a spotlight on those who seek sensory experiences. (Surprisingly, not all of us want this from perfume – those who do, make up a large segment, but it’s still a segment.)
These customers likely view fragrances from a hedonistic perspective but may also seek validation of their ability to discern the nuances of smell, just like people who are into wine or whiskey. They can get pretty nerdy about that.
As an unexpected benefit, they are less likely to perceive similar smells as “clones” as they do appreciate the subtleties that make them unique.
To attract and retain this segment, especially the “hedonists”, it makes sense to:
invest in quality copywriting that highlights the sensory aspects of the fragrance,
use evocative, sensual imagery that emphasizes different sensations,
explore a wide variety of occasions (especially those associated with pleasures rather than duties) in advertising and highlight the way perfume augments the experience,
collaborate with businesses that target similar audience craving sensory impressions –high end restaurants, pubs, breweries and wineries, fancy spa salons, luxury mattress firms, entertainment companies producing sensory popup events, etc. – to expand the target audience beyond consumers who are looking for perfume specifically,
expand the product portfolio to include ancillary products (this needs to be planned ahead as not all scents translate well into bath&body products or home scents).
Now, to appeal to “scent sommeliers”, it makes sense to:
talk about the origin of the ingredients,
promote the fact that different batches of perfume have slightly different smell due to variations in natural ingredients,
add flankers to the line,
work with experienced, professionally trained perfumers to create harmonious, well-balanced blends with smooth transitions,
promote the perfumer, but go a few steps further than just revealing their name (e.g., explain their blending style and how it has developed in a specific perfume line),
reveal the details of the fragrance creation process and how they affect the resulting smell,
opt for scents with good longevity and projection but low-to-medium concentration and gentle smell, making it easier for consumers to use up a full bottle and consider a repeat purchase,
participate in fragrance competitions/awards (the ones that evaluate the smell rather than the concept),
engage with experts and influencers via blind smelling events.
At the same time, the following tactics may not be justified:
Investing too much in artistic packaging (although some investments can be made in making the bottle ergonomic – think about a satisfyingly clicking cap or the shape of a bottle rather than adding unusual elements and textures to the packaging)
Focusing the copy on storytelling (it is better to use sensory copywriting instead).
Think about “oud heads” in the Western hemisphere – a classic example of this segment. Unlike in parts of the Middle East or Southeast Asia, they aren’t accustomed to burning oud for cultural or religious reasons. So, what makes them spend enormous amounts of money on strong, sometimes shockingly pungent oil in no-frills glass vials?
Visit the forums they frequent, and things begin to make a lot more sense. No other group in the fragrance community uses as many unique scent descriptors – or writes reviews of such impressive length.
Our hypothesis? They’re not drawn to the smell of oud itself as much as they’re drawn to the opportunity to nerd out over its complexity. The fragrance industry simply doesn’t offer an opportunity to exercise this ability anywhere else. But it certainly could… More on this in one of our upcoming posts.
