Why Skincare Brands Are Turning to Sensory Marketing

In the increasingly saturated skincare and beauty market, standing out requires innovation and a deep understanding of consumer psychology. Enter sensory-driven marketing, a technique that connects customers emotionally by engaging their senses. This trend has taken the industry by storm, with brands like Rhode and Dove setting benchmarks with food-inspired campaigns.

But what makes this approach so effective? And how can your brand adopt it? Let’s explore the concept, its benefits, and actionable steps to implement it for your skincare or beauty business.

What Is Sensory-Driven Marketing?

Sensory-driven marketing is a strategy designed to create multisensory experiences for consumers, influencing buying decisions by evoking emotions and memories. This method uses sight, taste, smell, touch, and sound to craft a connection between the product and its audience.

For example, Rhode’s “Strawberry Glazed Donut Skin” campaign leveraged food imagery and language to make skincare feel indulgent, joyful, and irresistible—qualities often associated with comfort food. Similarly, Dove’s collaboration with Crumbl Cookies tied iconic cookie flavors like “Lemon Glaze” to body care products, bridging the gap between indulgence and self-care.

Courtesy of Rhode & Krispy Kreme.

Why It Works:

1. Familiarity Builds Trust: By associating products with universally loved foods, brands remove the perceived risk of trying something new.

2. Emotional Connection: Sensory cues like a “glazed donut” evoke feelings of nostalgia, joy, or indulgence, making products memorable.

3. Enhanced Online Shopping Experiences: As more consumers shop online, sensory-driven marketing compensates for the lack of tactile interaction, ensuring a strong first impression.

Why the Trend Took Off

This trend’s growth can be attributed to changing consumer priorities:

• Self-Care Over Luxury: Modern consumers see skincare as essential, not optional. Marketing products with food analogies aligns with this shift by making self-care feel rewarding and guilt-free.

• Digital-First Experiences: With the boom in online shopping, sensory-driven marketing helps brands differentiate themselves by creating memorable, relatable experiences digitally.

• Collaborative Opportunities: Partnerships like Rhode x Krispy Kreme and Dove x Crumbl Cookies demonstrate how sensory-driven marketing can open new channels for engagement and sales.

Courtesy of Dove

Supporting Statistics

• 73% of consumers say they’re more likely to purchase a product if the experience feels personal. (Source: PwC)

• 67% of customers recall brands better when multisensory elements are incorporated. (Source: Nielsen)

Examples of Sensory Marketing Done Right

Rhode: Transforming Skincare into a Treat

Hailey Bieber’s brand Rhode has mastered this trend with campaigns like “Cinnamon Roll Lip Tint” and “Peptide Glaze.” By using product names inspired by comfort foods, Rhode taps into subconscious associations, making their products feel familiar and irresistible.

Courtesy of Rhode

Dove x Crumbl Cookies: A Sweet Collaboration

Dove’s limited-edition body care line, featuring cookie-inspired scents, bridges the gap between indulgence and practicality. It’s a clever strategy to connect with audiences on both emotional and sensory levels.

WOWCONTLY: Your Partner for Sensory Marketing Visuals

Sensory-driven campaigns rely on compelling visuals to bring their concepts to life. At WOWCONTLY, we specialize in crafting imagery that captures the essence of your brand. Whether you need lifestyle skincare product photography or creative skincare photos, we can help you translate sensory-driven concepts into visuals that drive sales.

Ready to bring your sensory marketing campaign to life? Get in touch with us today!

How to Implement Sensory Marketing in Your Brand

If you’re a founder or marketing director of a skincare or beauty brand, here’s how you can embrace sensory-driven marketing:

1. Craft Relatable Product Names: Use food-inspired names that evoke textures and emotions, like “Raspberry Jelly Serum” or “Chocolate Mousse Body Cream.”

2. Focus on High-Quality Visuals: Invest in photography that highlights textures, colors, and product benefits. For example, a glossy lip balm shot under warm lighting can mimic the appeal of freshly glazed pastries.

3. Partner with Complementary Brands: Collaborations like Dove x Crumbl Cookies show the power of combining audiences for mutual growth. Look for food, wellness, or lifestyle brands that align with your values.

4. Use Sensory Language in Descriptions: Descriptions should not only inform but evoke emotions. Phrases like “silky smooth,” “decadent hydration,” or “light as whipped cream” can create a multisensory experience.

Should You Use Sensory-Driven Marketing?

While this trend offers numerous benefits, it may not be suitable for every brand. Consider these factors:

• Brand Identity: Does sensory marketing align with your values and aesthetics?

• Target Audience: Will your audience respond to food-inspired campaigns?

• Execution: Do you have the resources to create high-quality visuals and descriptions?

For brands targeting younger audiences or focusing on digital-first experiences, sensory marketing can be a game-changer. However, luxury or clinical brands might need to adapt the approach to maintain credibility.

Conclusion

Sensory-driven marketing is more than a passing trend—it’s a powerful way to connect with consumers in an increasingly competitive landscape. By engaging multiple senses, brands like Rhode and Dove are redefining how skincare and beauty products are marketed.

As a skincare or beauty brand founder, you have the opportunity to embrace this trend and create campaigns that resonate on a deeper level. And when it comes to bringing your vision to life, WOWCONTLY is here to help.

Interested in creating sensory-driven visuals for your brand? Book a Free 30-min chat with Alex.