Cpg personal care cosmetics and scent mktg
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Transcript of Cpg personal care cosmetics and scent mktg
Scent Marketing:
Utilizing Fragrance Outside the Bottle to Increase Sales of Consumer Packaged Goods
Rising Emphasis on Scent
More and more CPG companies are placing a heavier strategic emphasis on scent.
This is supported by shifting demographics, particularly the growing Hispanic population in the US, who seek out products with strong fragrances.
The Fragrance Conundrum
Fragrance in consumer packaged goods, personal care and cosmetics is a major differentiator and part of your brand identity
But, the fragrance is locked inside the bottle and can only be enjoyed after purchase
Beyond the Bottle
Scent marketing liberates fragrance from the confines of the bottle so that the fragrance that defines your brand can be used to sell more product!
Scent Is More Powerful Than You Think
The olfactory system is directly connected to the limbic system, the seat of human emotions, and the hippocampus, the memory center of the brain.
Most important things for building a strong brand:
– Brand provokes a strong emotional response
– The customer remembers the brand name and characteristics
To introduce a new product or a new scent
To reinforce a trusted and familiar product scent
To “explain” the product’s scent
Why Scent at the Point of Purchase?
Scent Marketing Can Cut Costs, Too
Using scent marketing can help CPG companies and retailers save money by removing the need for costly self-sampling of scent
Reduce spills, drips and damaged product
Making a Difference Where It Counts
According to research*, around 76% of purchase decisions are made in the store, and 50% in the aisle.
More than a third of consumers (39%) chose a brand to purchase while in the store.
Almost 30% bought in a category they didn’t plan to buy
* Done by Miller Zell and OgilvyAction
Increase your product sales
Keep existing customers and gain new ones
Stand out from the crowd on the shelf
Many Top Brands Already Use Scent Marketing
Scent Possibilities at Multiple Customer Touch Points
Brand or Product
Product fragrance & flavor
POS shelf or display scenting
Scented packaging
plastic, box or label
Bus shelters, promos
and events
Scented direct mail,
coupons & ads
Want to Learn More?
www.scentworldevents.com
Cutting edge scent marketing solutions, applications, research and technology to help
you sell more!
• Access latest scent marketing research and technology• Have a voice in this growing industry• Network with scent marketing providers worldwide• Enhance your credentials in an area that can benefit
clients• Protection from anti-fragrance initiatives & activism
How Can You Get Involved?
To take full advantage of the scent marketing growth opportunity, join the Scent Marketing Institute
The Scent Marketing Institute
Contact SMI todayJennifer Dublino
[email protected] Join online
561-400-0009
www.scentmarketing.orgwww.scentmarketingdigest.com