ID LOOK Design Director Lee Da-eun
Maeil Ilbo | We perceive many sensations and moods from first impressions. Among them, the impression through smell cannot be left out, and the smell perceived through smell is considered the most synesthetic sense.
After studying scents that attractively stimulate the senses and draw images in the mind, we present examples of brands that have applied them to their marketing.
Fragrance (香氣) means a good smell coming from flowers, incense, perfume, etc. The standard of “good” will vary from person to person. As a result, there are many different types of perfumes and there is a huge difference between likes and dislikes. Since it reflects taste the most, it is also the best factor for knowing a person’s taste and mood.
The reason why a luxury brand starts a collection with clothing and then introduces perfume as a cosmetic line is probably because perfume is the essence of the brand and best reflects its taste.
Representative high-end brands such as Chanel, Dior, Louis Vuitton and Celine also capture the mood and atmosphere that come to mind when thinking of each brand through perfumes, fragrances and perfume bottle packaging. The reason we put so much effort into designing the perfume bottle and packaging is because it allows you to experience the brand through the scent.
Chanel is a brand that takes perfumes seriously, as they have the most iconic perfume called “No.5”. They constantly offer perfume pop-ups and perfume classes, and even provide coupons for attending classes when purchasing products, such as giving Kakao as a gift. Marketing that reduces barriers to experiencing luxury brands effortlessly is casual and attractive.
Louis Vuitton offers a refreshing feeling every time you use it every day with a box design and print that fits perfectly on the perfume bottle and a lid design that attaches conveniently with a magnet. Additionally, they have also launched leather items that allow you to take your perfume bottle with you when you travel, suggesting a great way to store your perfume.
The packaging printed in collaboration with a pop artist and the exclusive colored water base reveal uniqueness and stimulate the desire to purchase as a limited edition item.
Celine sparks curiosity about perfume by including the creative director’s favorite scent in the story. Notably, in the case of candles, the top candle cover is sold separately, and the act of opening the cover to light the candle creates a beautiful look. It’s fun, both as a consumer and a designer, to see how brands capture the mood and scent while taking user behavior into consideration.
A home fragrance brand is Granhand. As a brand that knows the power of space, there are stores all over Seoul and each store is localized in the region, making you want to visit each store.
When you stop at each store, a stamp containing an icon representing the store is printed on your passport coupon, and it’s fun to collect them and compare the appeal of each store. They also recently launched a coffee brand called Komfortable and are taking steps to expand their senses beyond smell to include taste.
As can be seen from the brand name, Point to Five Second (025S) is a brand that captures the 0.25 second moment of recognizing a scent. It’s a brand that deeply addresses the story of myself through perfume and delivers that message through offline exhibitions.
The “Brilliant: EMBRACE” exhibition, open until last January, has become a hot topic on social media by visually expressing the world of perfumes that can be perceived abstractly. As the final route of the exhibition hall, there is a space where you can experience and purchase the products, and a cup of tea is offered to conclude the experience by satisfying all five senses.
I was able to perceive the effectiveness and importance of marketing by using my senses through perfume, which allows me to smell the color and scent of each brand.
Just as every flower has its own scent, I hope you can find your scent and blossom into full bloom. I hope everyone has a fragrant spring and I hope you find your scent (let’s dig your sense of smell!).
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