12 Carrousel du Louvre - BW Confidential

Insight
CONFIDENTIAL
In-store multi-sensory marketing
n n n Sensory case studies
Parapharmacy podium
Aeryum is currently testing an olfactory merchandising concept in a select
number of parapharmacies in France in partnership with a major cosmetics
group. The concept is essentially a column that can house several products and
diffuses a desired scent, either of one product or a specific note. This diffusion
range can be either short (for in-store animation) or long for outdoors. “The
product we are currently testing has a strong olfactory signature and a highly
sensorial facet,” explains Nicolas Chabot, ceo of Aeryum, which created the
column. The column is magnetic so that the brand’s visuals can be easily
changed. The company has also created a “multi-sensory collective”
called Noise/Nose, which groups together experts in sound, visual identity,
promotional products and olfactory ambience to offer brands a communication
system that speaks to all the senses.
Marionnaud’s ScentLab
In May, French retailer Marionnaud began testing a new multi-sensory touch
screen in five stores. The application, called ScentLab is meant to tap into four
senses: touch, hearing, smell and sight. The screen features a test that asks the
shopper five questions related to her lifestyle, which then generate a suggested
fragrance. After helping the shopper complete the questionnaire, the BA can
show advertising visuals and films and provide samples of the suggested fragrance,
creating what Marionnaud sees as a well-rounded sensory experience.
“With ScentLab we have tapped into the consumer’s tactile, visual, emotional
and olfactory territory. We bring a new way to access fragrance and the
discovery of a novel olfactory experience to the sales floor, while the brands
gain a new means of communication in addition to their presence on-shelf,”
explains Marionnaud France marketing director Fabrice Obenans. He adds:
“This application not only brings more content to the fragrance experience, but
it gives the beauty advisor a new way to relate to her consumer.” During the
test phase for the ScentLab Marionnaud has partnered with fragrance brands
from L’Oréal group, but if the concept rolls out to more stores, other brands
may join; the offer can be personalized depending on the store’s location.
JC Decaux bus stop promotion
French fragrance technology company Scentys created a series of fragrance
promotions at bus stops in Paris in partnership with L’Oréal-owned Lancôme
and outdoor advertising company JC Decaux. For Lancôme’s Ô de l’Orangerie,
the bus stop showed the visual of the fragrance advertisement which featured
a panel that passers-by could press to release the fragrance. “This kind of
operation creates a strong memory link. The two-meter high poster combined
with the opportunity to experience the scent means that the next time the
consumer enters a perfumery chances are she will remember the experience
and will want to test the fragrance directly on her skin,” explains Scentys ceo
Clément Jeanjean. n n n
www.bwconfidential.com - June 14-27, 2012 #56 - Page 11