Picture This: You are walking through Times Square in New York City on a busy Saturday December afternoon. The billboards are flooded with advertisements prepping for Christmas shopping, each step you take you see a new advertisement of a new product that is on sale. The smell of coffee and hot dogs fills your nostrils while the noise of cars and talking takes over your mind. Each step we take, we are exposed to a form of sensation with which our perception begins processes the stimuli we decide to accept.

Sensory Marketing:

Sensory marketing engages a consumers senses to influence their perception, judgement and behaviour (Elder. R, Aydinoglu. N, Barger. V, Caldara. C, 2010). Marketers have acknowledged that marketing through attracting consumers senses has become exceptionally beneficial- this is what attracts and pushes a consumer to want.

When analysing who and what Garnier stand for, it became evident that they involved themselves among two forms of sensory marketing:

1. VISION: According to the Institute of Colour Research, the average person makes a subconscious judgement about a product, person, or the environment within 90 seconds. Between 90% – 62% of that judgement is based on color alone (Haller. K, 2012).

Green: Signifies growth, rebirth and wealth and is universally associated with nature and the environment (Haller. K, 2012). Green creates a relaxing environment, which can be used in stores to reduce the stress of shoppers.

2. SMELL: It is known that scents sell, we have all often walked past a candle store and smelt that mouth drooling scents… COTTON CANDY, SALTED CARAMEL and BUBBLEGUM. Thus when Garnier produces exceptional smelling products made naturally from the Earth such as pomegranate, passionfruit, oil, coconut and so many more (Krishna. A, 2011). When a consumer in a store opens the lid to smell the product they will be amazed by the incredible smell of the products and automatically want to purchase them.

REFERENCES:

Haller. K, (2012), Business branding Colours

Accessed on: 17th May 2019, Retrieved on: https://www.karenhaller.co.uk/blog/business-branding-colours…-meaning-of-green/

Elder. R, Aydinoglu. N, Barger. V, Caldara. C, (2010), ‘A Sense of Things to Come: Future Research Directions in Sensory Marketing‘

Accessed on: 16th May 2019, Retrieved on: https://pdfs.semanticscholar.org/f0eb/17eefadbe8776bc7f377c56456a3d6af0389.pdf

Valenti. C, Riviere. J, (2008), ‘The Concept of Sensory Marketing’ Marketing Dissertation

Accessed on: 20th May 2019, Retrieved on: http://www.diva-portal.org/smash/get/diva2:238806/FULLTEXT01.pdf

Krishna. A, (2011), ‘An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behaviour’

Accessed on: 15th May 2019, Retrieved on: http://neuromarkewiki.com/images/1/13/An_integrative_krishna_2012.pdf