# Hyper-Sensorial Scent Fragrances are marketed through unexpected and unconventional means. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Nov 14, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/hypersensorial-scent ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## What is the Hyper-Sensorial Scent trend? **Hyper-Sensorial Scent:** Fragrances have long been a difficult product for marketers to accurately portray in advertising. Closing this gap between product experience and marketing, however, are highly experimental approaches to marketing fragrance, which focus on the senses by using any means necessary. These approaches range from high-tech in-person experiences to scented stickers. ## The consumer insight behind the Hyper-Sensorial Scent trend For young consumers in particular, interactive and experiential forms of marketing are much more engaging than standard advertisements. Millennial and Gen Z consumers are more likely to be drawn to campaigns that allow them to sample and experience products in unique ways, in part because of the way social media has changed the way people engage with brands. ## At a Glance - Evidence: 5 featured examples - Articles from: Jul 9 to Oct 19, 2018 - Published: Nov 14, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hyper-Sensorial Scent trend ### Hyper-Sensorial Fragrance Fragrance marketing is focusing on interactive & sensorial experiences, driven by the preferences of millennial and Gen Z consumers and their affinity for experiential marketing. ### Augmented Reality Campaigns Brands are using augmented reality in their campaigns to engage with customers interactively through unique and engaging content, moving beyond traditional ad formats. ### Interactive & Shoppable Video Advertising Interactive shoppable fragrance videos offer a dual purpose, introducing customers to the brand and providing easy-to-use instant purchase platforms, which are beneficial to the retailer by providing data of the interactions. ## What the Hyper-Sensorial Scent trend means for industry ### For Fragrance and Perfume Industry Fragrance and perfume industry players such as Jo Malone and Cartier Parfums are adopting interactive and experiential forms of marketing, including pop-ups, scented stickers, and multi-sensory light installations. ### For Beauty Industry Beauty brands such as Givenchy and Jason Wu are creating innovative marketing campaigns for their fragrances that are driving engagement and sales. They are adopting scented dolls and exclusive filters in their ads. ### For Advertising Industry Advertising agencies are creating new disruptive marketing campaigns by using emerging technologies such as augmented reality, interactive and shoppable videos. ## Workshop question What would a hyper-sensorial approach look like when it comes to the marketing around your offering? ## Trend signals for Hyper-Sensorial Scent Trend score 4.0 out of 10, from popularity 61%, activity 51%, freshness 8%. - Popularity: 61% - Activity: 51% - Freshness: 8% ## Examples of the Hyper-Sensorial Scent trend 5 featured examples from Jul 9 to Oct 19, 2018. - [Precious Perfume Pop-Ups](https://www.trendhunter.com/trends/cartier-parfums-pop-up): The Cartier Parfums Pop-Up Celebrates a Diamond-Inspired Fragrance (Category: Art & Design) Implication: Promote new fragrances and engage customers with immersive experiences to create brand loyalty and increase sales. - [Shoppable Fragrance Videos](https://www.trendhunter.com/trends/interactive-campaign-video): Jo Malone's Interactive Campaign Video Lets Viewers Shop in the Ad (Category: Marketing) Implication: The fragrance industry can leverage interactive videos to create immersive shopping experiences for customers. - [AR Fragrance Campaigns](https://www.trendhunter.com/trends/fragrance-campaigns): 'DKNY Stories' is Being Promoted on BeautyPlus with an Exclusive Filter (Category: Tech) Implication: Incorporating augmented reality and branded filters in fragrance campaigns to enhance consumer experience and engagement. - [Scent-Sharing Stickers](https://www.trendhunter.com/trends/scented-sticker): Givenchy's Scented Sticker Concept Playfully Introduces a New Fragrance (Category: Fashion) Implication: Beauty brands are adopting scented stickers to offer a playful take on perfume-testing experiences. - [Scented Fashion Dolls](https://www.trendhunter.com/trends/scented-doll): The Jason Wu Beauty Doll Celebrates the Anniversary of His Debut Fragrance (Category: Art & Design) Implication: The fashion industry can explore opportunities to expand beyond traditional products and collaborate with other industries to create unique products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)