Sensory Marketing: Should more brands embrace it?

Sensory marketing might just be what you’re looking for.

At its heart, sensory marketing sells the experience, not just the product. It taps into the full range of human senses – sight, sound, touch, taste, and smell – to create emotional journeys that resonate on a much deeper level than traditional marketing ever could. Think about those moments that trigger something deep inside you: walking into a room and immediately being hit with a familiar scent that brings back a memory, or hearing a song that sends your heart racing. These are the visceral, human moments that stick with us, often more powerfully than what we can see.

Bringing the human touch to the screen

Take Rhode, for example. Their minimalist beauty products don’t just look good, they feel good in your hands. The soft texture of their packaging, the delicate fragrance that greets you when you open a product, and the smooth, luxurious feel of their makeup as it glides on your skin all come together to create a tactile experience. Rhode absolutely nails it every time. Showcasing textures and sensations across their social media channels. From the comforting softness of a duvet to the smoothness of ice cream, they perfectly associate their products with real, human experiences.

But Rhode isn’t the only brand using sensory marketing to build emotional connections. Gisou also takes this approach, incorporating food and other sensory elements to make their products feel more personal.

Similarly, Sisters and Seekers, a fashion brand, compares their knitted clothes to soft butter and fresh bread, making them feel comforting and indulgent. Creating the sensation of a warm, cosy moment that their customers can literally wrap themselves in.

Bringing the human touch to the tangible world

Scent is one of the most powerful senses when it comes to creating connections. It’s said to be the most potent trigger for memory and emotion. Picture this: you walk into an IKEA kitchen, and you’re instantly greeted by the comforting smell of freshly baked bread. It’s subtle yet undeniable. Filling the space with warmth and a sense of homeliness. That scent doesn’t just welcome you; it transforms the space, making it feel real and lived-in, like something you can actually experience.

One of the boldest examples of scent marketing is Boots’ 3D perfume billboard, which sprayed fragrance into the air, letting passersby experience the scent as they walked by. While it’s not the first of its kind, it’s a brilliant example of multi-sensory engagement that captures attention in a way traditional advertising simply can’t.

Let’s look at another example of how sensory marketing can be achieved through a physical item or experience—touch. Au Vodka proves that luxury isn’t just about the product; it’s about the entire experience of consumption. In line with this, they recently elevated this concept with some PR mailers, promoting their Toasted Marshmallow-flavoured vodka. The packaging was wrapped in soft, marshmallow-like material, giving a comforting, warm feeling, evoking memories of toasted marshmallows around a campfire. Genius.

In a world where we’ve become desensitised to traditional advertising, sensory marketing is a game-changer. The crackle of a vinyl record, the cold feel of a refreshing drink on a hot day, the satisfying crunch of fresh produce – these sensations tell stories words just can’t capture.

As we head into 2025, I expect more brands to jump on the sensory marketing bandwagon. If you’re not already exploring it… now’s the time to start!