"Sensory/experiential marketing has been around a couple of decades now; e.g., the 'experience economy,'" says Charles Spence, Ph.D., world-renowned experimental psychologist of the University of Oxford. "Several books on sensory marketing suggest marketers, restaurateurs and store managers should engage more of their customer’s senses in a rational and emotional manner. That’s how you can create more engagement with your customer.
!['In the case of food, that’s kind of easy but in the case of cosmetics and personal care [it’s less clear]; I do see that a lot in multisensory packaging design and lots of development there. If I think back 20 years when I started at Oxford, I was doing research with Unilever on deodorants and spray and roll-ons and the like. In those days, we’d have meetings with marketers saying they should engage more of the senses; of course, many had already thought about the color of the package but not about how it sounds when you open the bottle, the weight of it, the feel and texture of the package, the compressibility, etc. All these things, we think, make a difference.'](https://img.gcimagazine.com/files/base/allured/all/image/2018/10/gci.CharlesSpence200-embed.png?auto=format%2Ccompress&dpr=2&fit=max&q=70&w=700)
"In the case of food, that’s kind of easy but in the case of cosmetics and personal care [it’s less clear]; I do see that a lot in multisensory packaging design and lots of development there. If I think back 20 years when I started at Oxford, I was doing research with Unilever on deodorants and spray and roll-ons and the like. In those days, we’d have meetings with marketers saying they should engage more of the senses; of course, many had already thought about the color of the package but not about how it sounds when you open the bottle, the weight of it, the feel and texture of the package, the compressibility, etc. All these things, we think, make a difference."In this seven-part podcast series, sponsored by Berjé, world-renowned experimental psychologist Charles Spence, Ph.D., of the University of Oxford, explores sensory integration in consumer products. Our discussion ranges from cosmetic packaging design, fragrance and aroma, to synesthesia, digital tools and more—and how they can cue one another.
Register below for free to access our second installment; (review Part I or listen to Part III or Part IV). Also, hear Spence live during the SCC Annual Meeting, where he will give the Frontiers of Science award presentation, sponsored by Cosmetics & Toiletries.
