'Scent by Downy' Pairs Popular Words with Branded Scents
Laura McQuarrie — January 25, 2018 — Tech
References: adobomagazine
Over the years, many consumers have imagined a world in which they may send text messages alongside scents to convey deeper emotions—Scent by Downy introduces a practical system to do so.
To mark the brand's foray into the Chinese market, Downy and Grey Group Hong Kong collaborated on a unique way to promote Downy Unstoppables, the in-wash fragrance beads. To introduce the product scents in a language that is already familiar to consumers, Scent by Downy introduces a flower-shaped device that boasts Bluetooth connectivity. 100 commonly texted words were paired with three specific scents—Happiness, Fresh and Love—making it possible for those who link up with the app to partake in a unique sensory experience via mobile messaging. Since text messages can often feel stripped of emotion, tone and other subtleties that convey true meaning, this experience offers a reinvigorating way for people to communicate.
To mark the brand's foray into the Chinese market, Downy and Grey Group Hong Kong collaborated on a unique way to promote Downy Unstoppables, the in-wash fragrance beads. To introduce the product scents in a language that is already familiar to consumers, Scent by Downy introduces a flower-shaped device that boasts Bluetooth connectivity. 100 commonly texted words were paired with three specific scents—Happiness, Fresh and Love—making it possible for those who link up with the app to partake in a unique sensory experience via mobile messaging. Since text messages can often feel stripped of emotion, tone and other subtleties that convey true meaning, this experience offers a reinvigorating way for people to communicate.
Trend Themes
1. Scent-connected Messaging - The use of scents in text messaging to enhance communication and convey deeper emotions presents opportunities for brands to create unique sensory experiences.
2. Bluetooth-enabled Fragrance Devices - The integration of Bluetooth connectivity in fragrance devices allows for new ways to engage with consumers through mobile messaging and scent experiences.
3. Emotion-enhancing Technologies - The development of technologies that enhance emotions, such as pairing specific scents with words, opens up possibilities for businesses to create innovative products and services.
Industry Implications
1. Home Fragrance - The home fragrance industry can explore the incorporation of scent-connected text messaging to offer customers a unique and immersive sensory experience.
2. Mobile Technology - Mobile technology companies can capitalize on the trend of scent-embedded messaging by developing innovative devices and applications that enable users to send scented messages.
3. Advertising and Marketing - The advertising and marketing industry can leverage scent-connected messaging as a disruptive marketing tool to create memorable brand experiences and engage consumers on a deeper level.
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