Selling Senses: How are brands utilizing sensory marketing to attract sales?
The integration of food imagery into the beauty and fashion industry marks a prevalent shift as to how brands are establishing identity through sensory psychology, capturing the attention of their target audiences and enhancing appeal. Sensory marketing appeals to the five senses, creating a holistic sensory experience for the customer, engaging their emotions to impact their behavior (Manzano, Serra and Gavilán, 2019). The interlink to human psychology evokes emotions, such as excitement, nostalgia, and familiarity. Ultimately, effecting the purchasing decisions, consumers’ perception of the brand, and encouraging brand loyalty over time (Putra et al., 2024). From Rhode’s dessert-inspired skin care to Jacquemus’ use of immersive product launches, sensory marketing is all around us in 2025 (Team, 2025).
Prominent brands use social media platforms, such as TikTok,
Instagram, and X to launch their campaigns, leveraging products using ordinary
items triggering emotions, and promoting them as treats rather than beauty
essentials. Rhode, launched by Hailey Bieber, has been a longstanding example
of sensory marketing. The use of smell, textures, and taste through their
products, increase desirability in a saturated market. This strategy appeals to
the subconscious, framing these products as sweet treats, stimulating dopamine
and providing pleasure. Combining ideas of a treat with wellness, promotes the
audience to believe that they are rewarding themselves through the connection
of ordinary items with luxuries, rather than splurging (Sainthouse, 2025). Simplifying
luxury by marketing it as more relatable, evokes positive emotions, and reduces
psychological barriers, resulting in the average consumer being drawn to
purchase (Shahid et al., 2022). Therefore, Bieber’s integration of these
products into our routine, and marketing them through storytelling has led to a
$1 billion acquisition of the brand (McCormack and Sala, 2025).
Luxury fashion can appear to be overwhelming. As a brand, Jacquemus recognizes this, leading them to adopt more relatable marketing methods. They often utilize an anecdotal approach, showcasing the owner's, Simon Porte Jacquemus, lifestyle, allowing him to forge a connection between his audience and his persona. This method makes the brand feel more accessible and understood, which is valued by customers, whilst still maintaining its premium status. The Southern French Mediterranean heritage is showcased through the use of staple French food items, such as bread and butter, to create an image of nostalgia and indulgence (FabricAcademy, 2025). The imagery of food creates an immersive experience for the audience, marking an unforgettable impression of the brand’s aesthetic and logo. The sensation transference theory elaborates how senses sell, to bridge the gap between ordinary items and luxuries, giving an idea to the audience of owning the product, and relating to the brand (Johns, 2022). The visual aspect of the brand’s campaigns pushes its nostalgic storyline and drives sales inspired by the sensations that the audience experiences from the campaigns (admin, 2025). Jacquemus’ sensory marketing reaches a new variety of audience, using social media to share intimate and immersive moments (Gustaf Lundberg Toresson, 2024).
In today’s digital marketing era, sensory marketing has proven itself as more than a creative trend; it has proven itself as an innovative approach to the shift of consumer behavioral patterns and a boost of sales. Using sensation in marketing guarantees up to 70% of recall, and 10% of sale increase (amra & elma, 2025). Brand loyalty is triggered by emotions, which are encapsulated by sensory marketing, whether it is sight or texture; sensations evoke a reaction in humans (Cordeiro et al., 2024). Brands such as Rhode and Jacquemus demonstrate that engaging the senses establishes a more memorable and relatable brand image. In the digital era dominated by short-form content and visual storytelling, sensory marketing not only attracts attention but also drives sales by pursuing a memorable narrative of products transformed into appealing experiences.
About the author
Stefani Zajkoska is a dedicated BA Communication and Digital Media student, enrolled in University of York. Eager to leverage knowledge in marketing, sustainability, and current world affairs in the luxury fashion sector.
till next time,
Stefani
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