Phlur is an e-commerce fragrance start-up that produces sustainable gender-neutral fragrances and takes care to describe the fragrance products it makes in a unique way.
Moab is a spicy unisex scent that blends jasmine, vanilla, tonka bean, long pepper and clove. While these are the notes that can be found in the fragrance for men and women, Phlur describes it as a "translation of the feelings inspired by the desert’s sun, wind, and openness."
One of the challenges of selling goods over the Internet is that consumers are not able to use their senses to experience anything beyond the screen of their digital device. As such, Phlur's product page for Moab includes a curated Spotify playlist that helps to describe the fragrance in terms of mood through sound.
Musical Fragrance Marketing
Moab's Product Page Uses Spotify Playlists to Describe the Fragrance
Trend Themes
1. Digital Sensory Marketing - Creating immersive online experiences that engage multiple senses and enhance product understanding.
2. Personalized Product Descriptions - Tailoring product descriptions to evoke specific emotions or experiences for individual consumers.
3. Cross-platform Brand Storytelling - Using multiple digital platforms, such as Spotify playlists, to tell a cohesive brand narrative and enhance consumer engagement.
Industry Implications
1. E-commerce - Utilizing digital channels to sell products and overcome the limitations of traditional retail.
2. Fragrance - Innovating fragrance marketing strategies to appeal to contemporary consumers' desire for unique and immersive experiences.
3. Music Streaming - Collaborating with brands to create custom playlists that enhance brand storytelling and customer engagement.