Propaganda apply a product first, using ‘sensory cohesion’ to change the way that customers will purchase fragrance forever.
Propaganda has undertaken research into the field of ‘sensory cohesion’ and used their findings to design groundbreaking fragrance packaging for Illamasqua .
This revolutionary technology sees the scent of the fragrance and the packaging linked by a number of ‘sensory triggers’. The fragrance and the packaging contain identical triggers, so if a consumer responds positively to the packaging then they’re almost guaranteed to respond positively to the fragrance. This heralds a new era in the field of fragrance e-commerce, as customers will no longer need to sample a fragrance before they buy it as the packaging will tell them all they need to know.
With their evangelical online audience a consistent priority, Illamasqua is delighted to be the first brand to integrate the new ‘sensory cohesion’ technology. This was a massive boost for the brand, as many of their global online audience are unable to access Illamasqua stores or counters to sample their products. Since the technology was incorporated into the packaging of their new fragrance ‘Freak’, the brand has received record-breaking pre-order sales and smashed their targets by 120%.
Lucy Sheridan, planner at Propaganda, is delighted with the outcome: “Illamasqua value their online audience immensely. So, unlike every other fragrance brand, we were determined to create a fragrance that Illamasqua’s online customers would feel confident enough to purchase before they’d even sampled the scent. We’ve broken yet another barrier, in true Illamasqua style.”
Above: Visuals of the campaign imagery and online tactics.