Multisensory Marketing: How Brands Are Captivating Consumers Through Scent
In today’s fast-paced digital landscape, brands are pivoting toward multisensory marketing to break free from the noise and connect with consumers meaningfully. With innovative strategies that intertwine scent, taste, and visual creativity, companies are redefining how they engage their audiences.
Scent as a Differentiator
Imagine a world where the Skims logo adorns fluffy pancakes, or Rhode Beauty’s lip balm doubles as an ice cream topping. These delightful concepts are just the tip of the iceberg. Brands are increasingly incorporating fragrance into their identity, and it’s proving to be a game-changer.
According to Mood Media, consumers are 100 times more likely to remember what they smell than any other sensory experience. As highlighted in VML’s 2025 Future 100 report, 72% of consumers feel that most brands blend into the background. This creates an exciting opportunity for brands willing to embrace the art of scent branding.
Kaitlyn Barclay, CEO of Scout Lab, notes, “The desire for scent branding arises from consumers wanting a deeper connection with their surroundings.” This reflects a counterculture, where people crave authentic, in-person experiences. For example, Scout Lab partnered with Osmo, an AI-driven olfactory brand, to develop a signature scent for Seattle’s Museum of Pop Culture, emphasizing the potential to expand sensory experiences beyond just sight.
Consumers Are Spending on Fragrance
As brands increasingly lean into fragrance, consumers show no signs of slowing down their spending. In fact, fragrance sales surged by 12% year-over-year in the first half of 2024, according to Circana. Moreover, fragrance is touted as the fastest-growing personal luxury category in the U.S. (as forecasted by EMARKETER).
Brands are keen to capitalize on this trend. Neiman Marcus recently launched a fragrance subscription service, and Claire’s is targeting Gen Alpha with its new perfume lines. Furthermore, fragrance has become Amazon’s fastest-growing beauty category, illuminating the demand for unique scent experiences.
Engaging the Senses in Unique Ways
Considering that 73% of global consumers believe brands should engage all their senses, marketers are redefining how they connect with audiences. Particularly, 70% of Gen Z states that their fragrance reflects their identity, with 60% willing to invest significantly in them. This presents brands with an exciting challenge: how to create memorable, multisensory experiences.
Barclay emphasizes the importance of in-person interactions, noting that brands should leverage scented Out-of-Home (OOH) placements. She states, “It’s not enough to serve a well-targeted Meta ad. You must capture the consumer when they least expect it, like while they’re strolling down the street."
Food as a Canvas for Branding
Brands are pushing the envelope even further by integrating their products into culinary experiences. For instance, Hailey Bieber’s Rhode brand has placed its lip balm atop frozen yogurt and even spicy margaritas. This trend aims to make branding more memorable through compelling visuals linked to food.
Sachin Jha, founder of Ocean Labs, shares his thoughts on this audacious approach: “While some may find shoes on a plate off-putting, the concept is a testament to how the younger generation—especially Gen Z—is driven by sheer vibe.” With their notoriously short attention spans, marketers are realizing that unconventional and sensory-rich campaigns are the best ways to grab their attention.
The Future of Branding: Multisensory Experiences
As brands continue to explore the magic of multisensory marketing, the importance of creating memorable experiences becomes clear. By harnessing the power of scent, taste, and visual elements, brands can not only stand out but foster deeper connections with their consumers.
To stay ahead in this evolving landscape, companies should prioritize creativity and emotional resonance in their campaigns.
For more insights into the evolving world of retail and branding, be sure to subscribe to the Retail Daily newsletter for the latest trends and statistics.
Embrace the multisensory era in branding, and you might just find that your brand resonates like never before.
