Lush Cosmetics' Immersive Theater Event for Christmas is Multi-Sensory
Laura McQuarrie — November 27, 2015 — Marketing
References: lush & eventmagazine
In order to enhance the enjoyment of watching films like High Fidelity, Elf and Home Alone, Lush Cosmetics is running an immersive theater event that will pair these beloved Christmas classics with scents.
The multi-sensory 'Scented Cinema Experience' is being operated in partnership with StudioXag, which will see the lower floor of Lush' Oxford Street store into a cinema with a retro feel. In addition to being a treat for the eyes and nose, the cinema will also serve light refreshments like popcorn and drinks, as well as dishes from a tuck shop on site. At the cinema, people are encouraged to share their experiences using the #ScentedCinema tag.
Since Lush Cosmetics is known for its fragrant stores and products, the initiative is a perfect tie-in with the brand's line of Gorilla Perfume products.
The multi-sensory 'Scented Cinema Experience' is being operated in partnership with StudioXag, which will see the lower floor of Lush' Oxford Street store into a cinema with a retro feel. In addition to being a treat for the eyes and nose, the cinema will also serve light refreshments like popcorn and drinks, as well as dishes from a tuck shop on site. At the cinema, people are encouraged to share their experiences using the #ScentedCinema tag.
Since Lush Cosmetics is known for its fragrant stores and products, the initiative is a perfect tie-in with the brand's line of Gorilla Perfume products.
Trend Themes
1. Multi-sensory Film Experiences - Opportunity to enhance traditional film screenings by incorporating additional senses, such as scents, to create a more immersive viewing experience.
2. Retail-entertainment Partnerships - Opportunity for retailers and entertainment companies to collaborate in creating unique and engaging experiences that drive foot traffic to physical stores.
3. Social Media Engagement - Opportunity to leverage social media platforms to encourage audience interaction and generate buzz around immersive events and experiences.
Industry Implications
1. Film Exhibition - Opportunity for film exhibition companies to differentiate themselves by offering multi-sensory screenings that enhance traditional film-viewing experiences.
2. Cosmetics - Opportunity for cosmetics brands to explore innovative ways to incorporate scents into experiential marketing initiatives and create unique brand experiences for customers.
3. Hospitality - Opportunity for hotels, restaurants, and bars to partner with entertainment companies to create immersive experiences that drive customer footfall and increase brand awareness.
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