Letters from Indie - Sensorial Marketing and why it matters
In a world constantly flooded with new products and messages, we need more than just beautiful visuals. We need moments that break through and make us feel. That’s where sensorial marketing comes in.
At its best, sensorial marketing translates emotion through a screen. It’s about creating a visual language that taps into texture, taste, mood, and memory. Think: a vanilla lip oil shot placed delicately on a coupe glass filled with vanilla bean ice cream, honey dripping slowly over the edge. In one frame, you’re pulled into the brand’s aesthetic. But more than that, you taste the vanilla, see the golden sheen of the honey, feel the way it might gloss and sweeten your lips. You’re immersed.
Or maybe you're a coffee shop. One that’s been around for a while, and you’re starting to worry you’ve lost your spark. So you return to what made people fall in love with you in the first place. The gorgeous sensorial combo of freshly brewed coffee and the feeling of comfort.
You begin to carefully craft content that draws your audience in. The slow sound of coffee percolating. Thick espresso crema being pressed through the machine. The steam rising as hot, dark coffee is poured into a worn diner mug. Cozy corners of your café, pillows that make you want to sit and stay a while.
You lean into warm tones and slow-paced visuals, creating a sense of calm and familiarity. You’re not just showing coffee. You’re showing the feeling of being there.
Can you start to smell it? The rich aroma drifting through the screen. Can you feel the warmth of the cup in your hands?
This is more than just good content. It’s essential. In a digital world where everything is one scroll away, a brand must deliver an experience, not just a product. And that experience starts visually, with intention. It’s no longer enough to make something look beautiful. Marketing must make you feel something.
Equally important is real-life interaction. Let’s go back to the vanilla lip oil. In store, what does the display look like? Does it evoke the same energy as the brand’s social presence? Does it stand out? When you hold the product, what does the packaging feel like? Is it lighter than expected? Heavier? Is the shape curved in a way that suggests luxury, or is it underwhelming compared to its online persona?
And when you finally take it home, does unboxing it feel special? When you apply it, does it change your mood? Do you want to be seen with it?
Every one of these touchpoints adds up to the magic of sensorial marketing. Engaging your consumer’s senses at every step and leaving them with something more than just a purchase. An impression. A feeling. An experience that lasts.
So here’s to making lasting impressions and crafting beautiful things!
Sophia Ong, Associate Creative Director
