THE FUTURE OF MARKETING IS HERE: SENSORY MARKETING!

In the world of marketing, it is crucial to create an emotional connection with consumers to establish a long-term relationship of trust and loyalty. One of the brands that effectively achieved this was Hugo Boss in 2015, through a launch strategy for its perfume brand that used a variety of media to offer a unique experience to its consumers.

The brand used a combination of scents, lights, sounds, and scenery to create an immersive and emotional experience for consumers. The marketing strategy began with the creation of an exclusive event in Berlin, where the brand's first perfume was presented. The event featured special lighting and sound design, along with a combination of scents that complemented the perfume.

The brand also used virtual reality technology to create an interactive experience that allowed consumers to experience the different scenarios that were associated with each of the perfumes. For example, consumers could experience the scent of a sea breeze or the atmosphere of a cosmopolitan city, allowing them to have a stronger emotional connection to the perfume.

In addition, the brand also used influencer and celebrity marketing to promote the launch of the perfumes. Hollywood stars like Gerard Butler and Ryan Reynolds joined the ad campaign, helping to increase brand exposure and build consumer buzz.

Another of the tactics used by Hugo Boss was the creation of an experience in physical stores that offered a sophisticated and attractive environment for consumers. The brand used special lighting and store design that reflected the elegance and sophistication of its perfumes. In addition, the brand also offered a personalized experience for consumers through the ability to create their own perfume, allowing them to have a unique and personalized experience.

In summary, Hugo Boss's marketing strategy in launching his perfume brand in 2015 was an effective combination of media that offered a unique and emotional experience for consumers. The brand used a combination of scents, lights, sounds, and scenery to create an immersive experience that allowed consumers to emotionally connect with the perfume. In addition, the brand also used influencer and celebrity marketing, as well as personalization and in-store experience, to build buzz and loyalty among consumers.