FGI Explores Sensory Marketing

How do scent, sight, sound and color enter the marketing mix? Whether you are working with beauty, fragrance, automobiles or digital devices, the role of emotion is a key driver for attraction and purchase.

Fashion Group International explored the emotional, contextual, and sensual perspectives that impact our choices, and some of the surprising ways communication takes place, at its October 8, 2014 Frontliner presentation.

     Moderator Caroline Fabrigas, president, Scent Marketing Institute, (shown above, far left) provided an introduction to the discussion, noting “95% of all our communication is unconscious, 80% is non-verbal, 80% is emotional, and 80% is visual and scent-oriented.” Fabrigas said that scent orientation and packaging are key: “Even though we may know that a product is fragrance-free, the first thing we do is pick it up and s