Sensory marketing can engage consumers by the integration of our five senses, which are used to evoke, measure, analyze and interpret reactions.
“ When consumers have a sensory experience, they will automatically place more trust and confidence in a brand. “
When sensory marketing is utilized, a user has an experience. He or she then associates that special experience with the use of the product. The reason that such profound results are achieved is that the information approaches the consumer in an entirely new way.
“ Verbal messages are filtered cognitively. We evaluate, we think about them, we think: „Do I really agree with that or are they just trying to bamboozle me?“ Sensory input goes directly to your gut. “
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.
In the cosmetics and beauty industry feelings and emotions
are an essential part. See here why:
* K. Sadisvon, “Sensory Experience and Its Importance in Marketing”, SRM University Kattankulathur, Chennai, 2009.
** Kristen Nauth Social Technologies Research, Washington D.C., CBC Radio One, https://soundcloud.com/cbc-radio-one/2008-01-09-episode-19