In last week’s blog post, we explored sensory marketing – a tactic many brands are beginning to pick up on in 2024. It’s a trick that’s been around for a long time, but with the rise of social media where aesthetic videography and photography generate the most engagement, it’s easy to see why brands are now making full use of sensory marketing.
As a quick recap, sensory marketing is any media a brand uses in its communications which evokes the senses – usually smell, taste or touch.
In this blog post, we’ll look at three brands that are using sensory marketing to their advantage…
Sol De Janeiro
Now a cult-favourite beauty product, Sol De Janeiro’s range of body mists and lotions has had quick success in recent years. But why is the brand’s approach to imagery on its social media pages so clever?
With products available in only a handful of retailers across the UK, many of Sol De Janeiro’s customers make their purchases online as ‘blind buys’. Therefore, it’s important they can be drawn into the scents and textures through the brand’s imagery alone. Take a look at how well Sol De Janeiro illustrates its products through its Instagram page here.
Rhode
It would be impossible to talk about sensory marketing without giving a mention to Rhode. Unlike Sol De Janiero’s exotic look, Rhode’s image is all about minimalist luxury.
Food is a common theme in Rhode’s carefully curated Instagram page. Sweet foods like coffee, icing and cinnamon are prevalent in a lot of its visuals – especially during the colder months to convey warmth and sweetness. Rhode plays upon textures and tastes to pull audiences in and link its products to foods we all know and love.
Crumbl
Sensory marketing isn’t just reserved for cosmetic brands – the food industry has leveraged this tactic since the days of M&S’s TV cinematic adverts designed to tempt audiences.
American brand Crumbl has taken social media by storm recently using this exact approach. Known for its soft and buttery desserts, a lot of its imagery is based on the textures of its products. Close-up shots show off crumbs, icing and sponges in detail – it’s a great example of a brand letting its strongest selling point lead the way.