Brands seek to evoke memories in order to build connections
Implications - The use of scent is one of the most powerful ways to evoke memories and brands are taking advantage of that fact. Whether capturing milestones or connecting with emotions, the familiarity that is associated with scents is being captured in fragrant products. These businesses take customization one step further into personalization that replicates familiar experiences–which ultimately initiates intimate connections between the brand and the consumer.
Workshop Question - What elements of branding would need to be tweaked if you were to engage your consumers on an emotional basis?
Trend Themes
1. Personalized Scents - Brands are seeking to build intimate connections with consumers through the creation of customized fragrance products based on familiar experiences
2. Social Media-inspired Fragrances - New brands engage with millennials who expect personalized products by developing unique scents based on personal data harvested from social media, conceptualizing new packaging and presentation designs that utilize similar motifs and color schemes
3. Emotion-based Shopping Experience - Retail spaces reiterate the importance of scent in evoking memories and stimulate various functions related to emotions, with a new shop layout organized by emotion and consumer mood rather than fragmented by gender, notes and brands
Industry Implications
1. Personalized Consumer Goods Industry - Consumer product creators can afford the opportunity to create customized goods for consumers who crave familiarity and personalized experiences wrapped in company branding.
2. Social Media Marketing Industry - Businesses and marketing firms will invest more in gathering personal data and trends from consumers on social media to create products that mirror their customer base's preferences, trend their brands with user data and continue building a loyal customer base.
3. Experiential Retail Industry - Retail stores of the future will be similarly designed to the Shop of Feelings' concept which focuses on experiences as much as purchasing goods and service. Boutiques and pop-up installations will offer curated immersive experiences that aim to evoke distinct emotions in a consumer.
5 Featured, 40 Examples:
120,454 Total Clicks
Date Range:
Aug 16 — Nov 18
Trending:
Warm
Consumer Insight Topics:
