Clean personal care company Native is known for delicious scents like Lilac & White Tea and Cashmere & Rain, and its new Scent Alchemy campaign focuses on how its beautifully fragranced products can be layered to create custom scent experiences. To show that the benefits of scent go beyond smelling good, Native teamed up with cognitive neuroscientist Dr. Rachel Herz to educate consumers on the science behind scent, and what it can do for their mind, mood and memory.
"The sense of smell is unique compared to any of our other senses, because when we smell something, we are activating the same part of the brain that processes emotion and memory," says Dr. Herz. With this campaign, Native shares how different scent stories can be created by layering body wash, shampoo, deodorant and more.
Neuroscientific Bodycare Campaigns
Native's Scent Alchemy Campaign Shares the Science of Scent
Trend Themes
1. Personalized Scent-layering - The trend of personalized scent-layering highlights an opportunity for consumers to create unique and memorable fragrance profiles by combining different personal care products.
2. Neuroscientific Marketing Campaigns - Integrating neuroscience into marketing campaigns showcases a cutting-edge method to educate consumers on the profound impact scents can have on emotions and memory.
3. Cognitive-enhancing Bodycare - Bodycare products designed with scents that promote mental well-being and cognitive enhancement present a novel approach to self-care and personal health.
Industry Implications
1. Personal Care - The personal care industry can leverage the science of scent to develop products that offer not only fragrance but also psychological and emotional benefits.
2. Neuroscience - The neuroscience industry stands to benefit by collaborating with consumer brands to provide insights into how sensory experiences can improve everyday life.
3. Marketing and Advertising - Marketing and advertising sectors can utilize neuroscientific principles to create more engaging and effective campaigns that resonate deeply with consumers.