Recently, sensory marketing has been a delicious way to launch new products. 

Whether it's from makeup to fashion, it has been an eye-catching and brilliant marketing strategy to create a desire to purchase a product and possibly try it. 

Who started this food-inspired marketing trend? In 2023, Rhode by Hailey Bieber launched their Strawberry Glazed Peptide x Krispy Kreme collaboration. Making thousands of consumers crave that Krispy Kreme glaze and the strawberry, juicy, sweet, and glossy combo. 

As more products launch, more tempting, delicious content will appear in your feed. In this article, we collected 9 brands that achieved this tasteful marketing trend. 

What is Sensory Marketing and Why Does It Work?

Sensory Marketing is a marketing strategy that evokes all human senses to create an emotional connection between a consumer and a brand. It causes the consumer to stay loyal to a brand due to the strategy of creating memorable experiences. 

In addition, targeting all five senses, such as taste, smell, touch, hearing, and sight, makes a brand noticeable, alive, and appealing, resulting in a 40% boost in customer loyalty. 

According to VML Intelligence, 63% of consumers stated they want multisensory engagement from brands; the key factors influencing consumers are flavors, music, and aromas.

Rhode : Mastermind of Sensory Marketing featuring Peptide Lip Tint

Rhode plays into the power of sensory marketing by blending its Peptide Lip Tint with juicy blackberries and blueberries, instantly triggering a craving sensation and drawing a connection between the product’s rich, berry-toned pigment and flavor-packed visual cues. 

The sleek, metallic dish adds a feeling of satisfaction, making the products feel like a luxurious dessert rather than just skincare. The imagery touches all five senses, causing the viewer to feel the creamy texture and imagine the sweet, fresh taste. 

Rhode created an intentional pairing that connects the product's benefits of hydration, plumpness, and glossy finish with the mouthwatering pleasure of a perfectly ripe fruit. 

Summer Fridays : Blush Butter Balm 

Summer Fridays shared their newly creamy and buttery-soft Blush Butter Balm, packed with skincare benefits. It’s skincare with peptides, ceramides, and lasting hydration, but it gives their followers a sweet dessert, creating a comforting, soft, and addictive feeling. 

They gave their viewers a tasteful anticipation for the Summer! The dreamy texture and ice cream-inspired visuals make the product feel like the blush of Summer is just one taste away.  

Fenty Beauty : Glass Bomb Lip Products

Fenty Beauty’s best-selling Hot Chocolit Glass Bomb stix, shimmer, and heat were featured in an Instagram reel with hot chocolate and chocolate chips, a rich brown, glossy, creamy combo. 

They are using sensory marketing to perfection by pairing coca-toned glosses with melted chocolate, making the product feel edible, triggering cravings not just for chocolate but for the glossy, juicy lips that come with it. The visuals make it tempting for a beauty lover and a sweet tooth. 

Therefore, people commented “So Yummy” and “My favorites 🤎🤎” under Fenty Beauty’s delicious reel. 

Kosas Beauty : Cloud Set Translucent Loose Powder

Who wants breakfast? Kosas made visible that their Cloud Set Translucent Powder is airy, smooth, and soft like butter. Making viewers want to try the product out, hoping the softness of the powder will not crease the makeup. 

Combining the translucent powder with butter was flawless, giving the viewers a hint of what the powder will feel like before even trying it out! The buttery visuals trigger a sensory connection, making the product feel instantly luxurious and nostalgic. 

It’s a smart way to make the product feel soft, blendable, and a total obsession. 

JACQUEMUS : Croissant Earrings 

JACQUEMUS proves how food imagery and fashion work by creating an AI-generated image. Most shoppers can not make it to a physical store to experience their products, but using the butter visuals evokes emotions such as comfort, nostalgia, and satisfaction. 

The visuals of butter or other food options with the croissant earrings make the product feel attainable and irresistible. Who doesn’t want a buttery soft croissant after this? 

Glossier : Espresso Balm Dotcom

Glossier is known for its ‘clean girl aesthetic’ and always staying updated on the recent beauty trends. Moreover, Glossier’s Balm Dotcom has been around since 2014 and this April, they launched the shade ‘Espresso’; however, this time in a sweet, clever way. 

The Espresso Balm Dotcom is in the form of steamed milk + vanilla cold foam, giving a quick sip of caffeine energy. This type of marketing styling instantly delivers the flavor, texture, and mood, making it feel like your lips just ordered their favorite coffee order. 

Skims : Drive-In Popup 

Skims hinted on Instagram, “Everything is stacked in your favor, Los Angeles,” then followed up with the announcement of a five-day SKIMS Drive-In to celebrate the grand opening of their new LA Flagship store. 

The brand cleverly used food visuals, especially a stack of golden, buttery pancakes, to tease the event, triggering cravings and building anticipation. In addition, the pancakes weren’t just an item on the breakfast menu, but a playful metaphor for comfort and softness similar to the feel of Skims fabrics. 

By keeping a neutral, clean, and minimalistic aesthetic, the imagery aligned with the SKIMS’ brand identity gives a mix of luxury and a laid-back touch. 

Loewe : Home Scents Tomato Leaves Scented Candle

Who would have thought a tomato would make a beautiful smell? In May, Loewe dropped the Tomato Leaves Scented Candle. The vibrant red vegetable releases a sweet, fresh, and juicy fragrance. 

Not only does a tomato make a great candle, but it also creates a whole effective product line, such as a room spray, hand cleanser, soap bar, and more. Loewe created a memorable and immersive experience, making everyday produce feel luxurious. 

Gisou : Honey Infused Lip Oil 

Gisou, the honey-powered haircare brand, debuted its seven shades of Honey-Infused Lip Oils at its vibrant Miami Sip, Shop & Spritz pop-up. 

The brand celebrated the launch in a refreshing, fruity, and drip-worthy way, pairing glossy swatches with ice drinks that matched each shade. In the Miami Heat, the playful presentation made followers crave both the hydrating lip oils and cool beverages. 

By creating a multisensory experience, Gisou not only created a memorable experience but also sparked desire and retained potential customers. 

Conclusion 

Brands are now tapping into sensory marketing strategies to launch or feature a product,  intelligent strategies that grab the audience with emotion-triggering visuals.

Understanding sensory marketing strategies purpose and why it works, is a game-changer in both industries. Through appealing visuals and targeting the five senses, brands can create memorable experiences and lifestyles, boosting brand recall and customer loyalty.

It is more than a trend; it is now how brands create an emotional connection with a consumer. An exciting way to see how brands add their personal touch to this incredible marketing strategy. 

✍️Written by Gabriela Hernandez