“The more sensory representations of your brand you can include in your retail environment, the higher the brand memory and emotional engagement.” USP Solutions tested this theory in a study, which observed how consumers were influenced by the presence of a sensory demo tool in a magazine advertisement.
How can brands protect their investment and help the beauty advisors & sales representatives to increase sales by engaging consumers in a conversation and communicating the right message?
By incorporating an interactive element into a beauty product marketing strategy, it is possible to create a 5th opportunity, referred to as the Beauty Moment of Truth (BMOT).
While marketing on digital platforms can draw the attention of more potential customers, it does not hold the same power as sensorial marketing activities when it comes to forming brand-consumer bonds.
"To define the purpose of marketing in terms of need satisfaction, problem solution or benefit delivery is too narrow. The ultimate goal of marketing is providing customer with valuable experiences."
As the line between humans and technology blurs, how can brands continue to innovate and stay in the game? One size doesn’t fit all so what's important to your consumers?