Suave sneakily set up 'Under Your Nose: An Exhibit of Scent' as an "interactive experience" that presented its body wash products as pieces of art.
Gallery-goers were invited to awaken their senses through various in installations with names like 'Collision in Green,' 'Coast Deconstructed' and 'The Decadent Predilection.' When people were invited to meet the artist "Gigi Suavaski" behind the sensory installations, only then was it revealed that Suave's range of products were responsible for the luxurious scents they experienced at the artful exhibit.
Just last year, Suave released a creative campaign of a similar nature by introducing consumers to the designer-inspired brand "Evaus" (Suave spelled backwards) for the purposes of proving that it makes affordable, high-quality haircare—in the same theme, Suave’s Body Washes cost just about $2.
Artful Body Wash Galleries
Suave's 'Under Your Nose' Presents Personal Care Products as Art
Trend Themes
1. Interactive Brand Experiences - Creating interactive experiences that blur the line between art and marketing can generate buzz and engagement for brands.
2. Sensory Marketing - Utilizing scent and other sensory elements in marketing campaigns can create a memorable and immersive brand experience.
3. Affordable Luxury - Positioning affordable products as luxurious through creative campaigns can challenge traditional notions of luxury and attract cost-conscious consumers.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can leverage interactive brand experiences and sensory marketing techniques to create innovative campaigns for clients.
2. Consumer Goods - Consumer goods companies can explore the concept of affordable luxury by repositioning their products and leveraging creative campaigns to target value-minded consumers.
3. Art and Design - The art and design industry can collaborate with brands to create immersive brand experiences that bridge the gap between art exhibitions and marketing activations.