Engaging the Senses

Sensory marketing continues to evolve, with recent studies highlighting its innovative applications and effectiveness. For instance, a 2024 bibliometric analysis by Shivangi and Kumar highlights the growing emphasis on experiential marketing, where brands create multi-sensory experiences to engage consumers deeply (Shivangi, J. and Kumar, J., 2024). This aligns with the findings of Hultén et al. (2023), who emphasise the importance of sensory congruence, ensuring that sensory elements like sound, smell, and visuals harmonise to enhance brand perception.

Brands like Lush Cosmetics use vibrant colors and strong scents in their stores to engage customers' senses (ConceptsNC, 2025). Hailey Bieber's Rhode has introduced campaigns like "Cinnamon Roll Lip Tint," combining appealing visuals and enticing scents. Dove collaborated with Crumbl Cookies to launch a body care line inspired by cookie scents, blending indulgence with practicality (Karevs, 2024).

The effectiveness of sensory marketing is also supported by Krishna (2012), who highlights how it influences emotional and subconscious consumer responses. For instance, certain aromas in retail spaces can evoke nostalgia or relaxation, prompting increased spending. Olfactory branding is a standout strategy, with luxury hotels like Pan Pacific London using signature scents to enhance their spaces and convey a sense of sophistication (Scent Company, 2023). The Ritz Paris employs a recognisable fragrance to create a unique and immersive atmosphere (Sup de Luxe, 2023). These scents not only elevate the customer experience but also reinforce brand identity and loyalty.

Multi-sensory retail experiences are gaining traction, with brands integrating sound, smell, sight, and touch to enhance consumer perceptions (Alexander & Nobbs, 2016). Urberry's Shenzhen flagship store exemplified multi-sensory retail experiences by integrating sound, sight, and interactive technology to captivate customers. The store featured personalised music, interactive displays, and avatar creation, allowing visitors to engage with products in unique ways (Keuky, 2024).

These examples highlight how sensory marketing fosters emotional connections and strengthens brand differentiation across these industries.

References:

Alexander, B. & Nobbs, K., 2016. Multi-sensory fashion retail experiences: the impact of sound, smell, sight, and touch on consumer-based brand equity. In: Handbook of Research on Global Fashion Management and Merchandising. Hershey, PA: IGI Global. Available at: https://www.academia.edu/38062062/Multi_sensory_fashion_retail_experiences_the_impact_of_sound_smell_sight_and_touch_on_consumer_based_brand_equity (Accessed: 10 September 2024).
ConceptsNC, 2025. Marketing beauty & cosmetics. Available at: https://www.conceptsnc.com/en/marketing-beauty-cosmetics/ (Accessed: 10 September 2024).
Hultén, B., Broweus, N. & van Dijk, M., 2009. Sensory Marketing. London: Palgrave Macmillan UK. Available at: (Accessed: 10 September 2024).
Karevs, A., 2024. Why skincare brands are turning to sensory marketing. WOWCONTLY. Available at: https://www.wowcontly.com/blog/sensory-marketing-skincare-brands (Accessed: 10 September 2024).
Keuky, R., 2024. Experiential retail: transforming brick-and-mortar into immersive luxury destinations. Deloitte Digital. Available at: https://www.deloitteddigital.com/fr/en/insights/perspective/experiential-retail-transforming-brick-and-mortar-into-immersive-luxury-destinations.html (Accessed: 10 September 2024).
Krishna, A., 2012. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Research, 39(2), pp. 379-392.
Scent Company, 2023. Sensory marketing: 5 examples from the luxury sector. Available at: https://www.scentcompany.it/en/news/sensory-marketing-5-examples-from-the-luxury-sector/ (Accessed: 10 September 2024).
Shivangi, J. and Kumar, J. (2024) 'Mapping the field of sensory marketing: a comprehensive bibliometric analysis', Global Knowledge, Memory and Communication. Available at: https://doi.org/10.1108/GKMC-01-2024-0034.
Sup de Luxe, 2023. Sensory marketing and luxury: the keys to success. Available at: https://www.supdeluxe.com/en/luxury-news/sensory-marketing-and-luxury-keys-success (Accessed: 10 September 2024).

These examples highlight how sensory marketing fosters emotional connections and strengthens brand differentiation across these industries.

References:

ConceptsNC, 2025. Marketing beauty & cosmetics. Available at: https://www.conceptsnc.com/en/marketing-beauty-cosmetics/ (Accessed: 10 September 2024).

Hultén, B., Broweus, N. & van Dijk, M., 2009. Sensory Marketing. London: Palgrave Macmillan UK. Available at: (Accessed: 10 September 2024).

Karevs, A., 2024. Why skincare brands are turning to sensory marketing. WOWCONTLY. Available at: https://www.wowcontly.com/blog/sensory-marketing-skincare-brands (Accessed: 10 September 2024).

Krishna, A., 2012. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Research, 39(2), pp. 379-392.

Scent Company, 2023. Sensory marketing: 5 examples from the luxury sector. Available at: https://www.scentcompany.it/en/news/sensory-marketing-5-examples-from-the-luxury-sector/ (Accessed: 10 September 2024).

Shivangi, J. and Kumar, J. (2024) 'Mapping the field of sensory marketing: a comprehensive bibliometric analysis', Global Knowledge, Memory and Communication. Available at: https://doi.org/10.1108/GKMC-01-2024-0034.

Sup de Luxe, 2023. Sensory marketing and luxury: the keys to success. Available at: https://www.supdeluxe.com/en/luxury-news/sensory-marketing-and-luxury-keys-success (Accessed: 10 September 2024).