Downy, Donnie leaves fragrance beads, setting off a wave of “clothes perfume”
Procter & Gamble’s Downy Dangni Liuxiangzhu (hereinafter referred to as Dangni), as the first to enter the domestic clothing fragrance category, when the March 8th joint live broadcast with @薇娅, it only took less than 3 minutes to complete Breaking 10,000 sales results, boarded the #天猫V榜# second place. On April 28, Danny’s spokesperson, Yang Mi, made her live broadcast debut, and airborne Li Jiaqi’s live broadcast room. After 20000+ sets of products went online…
Before landing in mainland China in December 2017, Donnie, who was born in P&G, had been popular in North America for a long time, but she had almost zero awareness in China. When Danny joins hands with Shiqu, to build a brand together, it is necessary to quickly raise the consumer awareness of “clothing and perfume” and change consumers’ washing and care habits. The main communication strategy is to continue close cooperation through “stars + internet celebrities”.
As a category of washing and care products, traditional thinking may be positioned as household laundry products, but Danny has refined the products into brand value elements such as “fragrance” and “beauty”, positioning them as a brand-new concept beauty product , Through the plasticity of “perfume”, instantly enhance the brand tone.
In addition to perfume brands, fashion groups, fast-moving consumer goods groups, and e-commerce platforms, other industries are also concerned about the business of “scents”…
4. Xicha × MANITO teamed up to create a black gold gift box
In July this year, HeyTea and MANITO teamed up to create a black gold gift box, inspired by HeyTea black gold shop “Black Gold Universe”. Use black gold as a fitting element to create a planetary world. The gift box contains a succulent grape scented candle, a succulent grape liquid scent, and an eye mask in collaboration with Heytea and MANITO.
5.NASA releases space-flavored perfume
In July of this year, NASA recently launched a perfume called “Eau de Space”. The original intention of the design is actually to allow astronauts to adapt to the space environment in simulation training. The fragrance formula has been kept secret for many years, until this time with perfumeThe way is announced to the public. Former astronauts described the flavor of space as “a mixture of smoked steak, raspberry and rum.”
Earlier…
As early as 2016, during the “99 Tmall Global Wine Festival”, Luzhou Laojiao and Smell Library jointly launched “Luzhou Laojiao X Smell Library Custom Eau De Toilette”, which detonated major social media at the time The platform has also attracted many young fans for Luzhou Laojiao.
Also, Tencent WeChat Pay launched the “money” fragrance; Dicos also teamed up with the smell library to create the “Dicos Smoky Language Perfume”……
Scent symbol and brand olfactory marketing
Nowadays, social culture has become more and more focused on individualization, emphasizing experience-based, and the market is full of similar brands, products and services. These new changes sounded the clarion call for the arrival of the new marketing era. Functional attributes and product benefits are no longer enough to attract and conquer customers. Companies must use the five human senses-sight, smell, taste, hearing and touch to influence consumers.
Among all human senses, smell is the most sensitive, and it is also the most closely related to memory and emotion. It is scientifically proven that everyone’s nose can memorize 10,000 flavors, and the accuracy of olfactory memory is twice as high as that of vision. Every day, we live in the taste and experience the great influence of taste on emotion, memory, mood, and behavior.
Perfume, essence and spices are all volatile substances with certain aroma and fragrance. As an olfactory symbol, fragrance can be perceived by people’s sense of smell or taste. From a certain perspective, smelling fragrance belongs to the sense of smell. Among the five senses of the human body, it is the only sensation that directly reaches the cortex without being processed by the brain information system. In theory, people’s fascination with fragrance is more inclined to an animal instinct, which can better convey emotions and express feelings.
Therefore, olfactory marketing is based on specific smells that attract consumers’ attention, memory, recognition, and ultimately form loyalty to the corporate brand. It has been verified in many fields and has achieved excellent marketing effects.
For example, Singapore Airlines