Role: Strategic Planner
Client: PUIG
Industry: Beauty
Platform: IG, YouTube
Location: Barcelona
Year: 2023
Context
While numerous industries have adapted to the digital shift, some sectors, like the fragrance industry, face several challenges. The fragrance industry is confronted with a unique set of hurdles, often stemming from the intricate way the brain perceives scents. Unlike tangible products that can be easily showcased and evaluated online, fragrances rely heavily on sensory experiences that are challenging to replicate virtually.
The Problem
Fragrance brands face the daunting task of innovating brand communications that capture their products' essence while engaging consumers in a sensory-rich online experience. Overcoming these barriers needs creative solutions that blend technology with sensory storytelling, offering consumers an immersive digital journey that mirrors the captivating allure of fragrances in physical retail environments.
The Insight
Fragrances become our modern time capsules. Our olfactory sense is closely linked to memory and emotion. Unlike other senses, smell passes through the same part of the brain that stores memories. This is referred to as olfactory memory or scent memory. When we encounter a specific scent, it can instantly transport us back in time, evoking vivid memories and emotions, associated with that smell. From the nostalgia of a first crush to the warmth of a grandmother's hug or the freshness of summer rain, each fragrance unlocks a treasury of personal experiences and emotions.
Creative strategy
Puig will curate a series of digital pop-up scent galleries, each featuring a collection of scents associated with different decades or cultural moments. Visitors can walk through “virtual scent stations” that represent iconic periods, such as the '80s neon vibe, '90s grunge, or early 2000s pop culture, each paired with a signature scent.
MY CONTRIBUTION
• Cultural Strategy
•Trend Research
• Consumer Insight Analysis
• Buyer Personas
• Brand Activations
• Insights Developments
• Creative Brief
• GenZ Creative Platform
• Social Media Strategy
• Content Plan
