Macy’s Shows Consumers How to Match Their Mood with Fragrance
Kissura Craft, Director, Industry Analyst ;
If you weren’t able to visit the annual Macy’s Flower Show in Herald Square earlier this month, you missed a real treat. If you experienced it then you know what I’m talking about. The carnival flower theme was beautifully displayed, but it was the Scent Event in collaboration with the Fragrance Foundation that really got my co-workers and I excited.
The event was aimed at educating consumers on the different aspects of fragrance in a refreshing, fun, and interactive way while, of course, being Instagram and Snapchat worthy.
There were three different aisles that brought fragrances to life. One aisle played video interviews with master perfumers explaining the power of scent, how they became acquainted with their profession, or how they approach creating a scent. A second aisle explained the notes of a perfume with an interactive world map that indicated where different notes, like pine needle and Sichuan pepper, came from whilst allowing you to smell the ingredient straight from the source. In the same aisle was another exhibit that broke down what notes are usually in the base, middle, and top layers of a fragrance. As you walked through each corridor--which equated to a different part of the fragrance accord--a scented mist filled the air.
The third aisle was my favorite part of the exhibit, and it focused on matching fragrances with a mood. There were six scent pods that misted you, on entry, with a scent that represented each emotion. This part of the exhibit aligned perfectly with what we are seeing in NPD’s new consumer survey, Scentiments, in terms of how consumers choose the fragrance they will wear each day. According to Scentiments, close to 60 percent of the total U.S. population of men and women ages 18+ will choose their fragrance based on how they feel. They see fragrance as an extension of their ever-changing emotions, and women are even more likely than men to choose their scents this way*.
The Scent Event encouraged consumers to shop for fragrance in a way that is meaningful to them. A sheet was provided to attendees, which named all the different fragrances available at Macy’s that corresponded to each mood. Taking this a step further, it would be beneficial to see more mood descriptors or fragrance classifications marketed at retail counters to help consumers match with a new fragrance.
In my opinion, the Scent Event was wonderfully executed as it turned fragrance into an experience. I hope Macy’s will bring it back in some fashion for each successive Flower Show. It would be interesting for the senses of taste and touch to be incorporated as well. This event was a great example of why retailers should consider unique ways to help consumers interact and connect with scent in a more experiential way.
*Source: The NPD Group, Inc. / Scentiments: Scented Mind 2016
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