Match's 'Eau.M.G' Shares a Prospective Partner's Scent
Laura McQuarrie — February 1, 2018 — Lifestyle
References: match & campaignlive
For Valentine's Day this year, online dating service Match will be helping women to find a date in an unusual way—through sharing the essence of a prospective partner's scent.
'Eau mon Garcon,' or Eau.M.G for short, gives women the chance to smell six bottled scents that have reportedly been "created from the natural odors of male Match members." Each perfume sample was created with the aid of Parisian laboratory Caracter, which uses technology to pick up the essence of a person’s worn clothing.
For a limited time leading up to Valentine's Day, women will be able to read a male's Match profile on the box of each perfume and take away the scent if they so desire. Interested women will have the chance to connect with the Match users by starting a three-day free trial of the dating service.
'Eau mon Garcon,' or Eau.M.G for short, gives women the chance to smell six bottled scents that have reportedly been "created from the natural odors of male Match members." Each perfume sample was created with the aid of Parisian laboratory Caracter, which uses technology to pick up the essence of a person’s worn clothing.
For a limited time leading up to Valentine's Day, women will be able to read a male's Match profile on the box of each perfume and take away the scent if they so desire. Interested women will have the chance to connect with the Match users by starting a three-day free trial of the dating service.
Trend Themes
1. Scent-based Marketing - Opportunity for companies to leverage the power of scent to engage consumers in unique and memorable ways.
2. Personalized Fragrances - Disruptive innovation opportunity for companies to develop personalized fragrances that cater to individual preferences.
3. Tech-enabled Perfumes - Innovation opportunity for companies to leverage technology to create perfumes that enhance and amplify natural odor profiles.
Industry Implications
1. Online Dating - Online dating services can leverage the power of scent-based matchmaking to create unique value propositions and increase engagement with users.
2. Perfume - Companies in the perfume industry can explore the potential of personalized and tech-enabled fragrances to expand their product offerings and differentiate themselves in the market.
3. Retail - Retail companies can experiment with scent-based marketing to create immersive and memorable shopping experiences that drive sales and increase customer loyalty.
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