The 'Like' fragrance is one of the newest additions to Springfield's product assortment, which adopts youthful branding that takes cues from social media.
The fragrance comes in two different types for both men and women, which is reflected in separate color-coded pink and blue packaging styles created by Comité Studio. The bottles are packaged in simply framed containers, which serve to emphasize the bold and graphic text that adorns each design.
In order to catch the eyes of young Millennial consumers, many companies are adopting branding and packaging strategies like this one that include references to memes, Internet culture and social media. In the case of the Like fragrance, the parallels to receiving a like on social media suggest that this is a scent that will be especially pleasing to others.
What Makes This Trend Stand Out
- Social Media-inspired Branding
- Adopting branding and packaging strategies that incorporate references to memes, Internet culture, and social media.
- Youthful Packaging Styles
- Creating packaging styles that appeal to young Millennial consumers with bold and graphic text.
- Gender-specific Fragrances
- Developing fragrances that come in different types for both men and women.
Sectors Adopting This
- Perfume and Fragrance
- Opportunity for perfume companies to innovate by creating fragrances inspired by social media and appealing to young consumers.
- Cosmetics and Beauty
- Opportunity for cosmetic companies to incorporate youthful branding and packaging styles to attract Millennial consumers.
- Marketing and Advertising
- Opportunity for marketers and advertisers to create campaigns that leverage social media-inspired branding and packaging to engage younger audiences.
