Most products that make note of lavender as a main ingredient are branded in purple to trigger recall of that familiar scent—but Mentholatum’s vapor rub saves consumers from having to use their imagination at all.
In addition to featuring illustrations of lavender sprigs on the box design, on top of the packaging for Mentholatum’s Nighttime Vaporizing Rub, there is a prominent scratch-and-sniff panel. Naturally, this strip is infused with the scent of lavender, so that a consumer can easily decide if that will be a pleasing scent to take home and use.
Beyond using visuals and tactile elements to awaken a consumer's senses, brands are becoming more concerned with creating engaging sensory experiences, even before a product is taken out of its protective packaging.
Key Themes Behind This Trend
- Sensory Marketing
- Using visuals, tactile elements, scent and other sensory elements to create more engaging experiences for customers.
- Scratch-and-sniff Marketing
- Incorporating scratch-and-sniff panels on packaging to let customers experience the product scents without opening the package.
- Aromatherapy Products
- Creating products that not only provide functionality but also create pleasing aromatherapy experiences for customers.
Where This Applies
- Skincare
- Incorporating scents into skincare packaging or labels to provide an extra sensory experience for customers.
- Pharmaceuticals
- Incorporating pleasant scents into traditional medication products to increase customer satisfaction.
- Home Fragrance
- Developing scratch-and-sniff packaging and labels for home fragrance products to allow customers to experience scents before purchase.
