Rare Eau de Parfum: The Scent of Strategy

Selena Gomez's Rare Beauty has dipped its toes in the fragrance market, and they are already doing wonders.

Their siren strategy is installing three scratch & sniff billboards in Soho and Chelsea, New York City. This prompts the passerby to stop, scratch and smell notes of creamy caramel and pistachio, giving way to an unexpected duality of rich vanilla and spicy ginger, then dries down to an earthy sandalwood.

To complement this experience, the passerby can scan the QR code on the billboard and order themselves a sample of the Rare Eau de Parfum. From impressions to conversions, Ms. Gomez and team have really done it this time.

A perfect execution of guerrilla marketing that creates an experience for potential customers of a particular brand or product.

Oftentimes, it becomes difficult to advertise a perfume to customers, so to sell a scent, brands rely on sensory storytelling by relying on emotions, visuals and setting the mood. Nevertheless, this usually does not comply with the consumer's needs, and that is, delivering the actual smell of the perfume.

Rare Beauty has outperformed but finding a gap and delivering the results accordingly. To add a final touch to its fragrance market entry, the perfume bottle has a wide ergonomic pump and a twist-lock cap to accommodate those with dexterity challenges. This accessibility feature is what the beauty industry needs at the moment.

Additionally, pairing alongside the vanilla notes are layering balm launches in the notes of amber vanilla, floral peony, fresh bergamot and woody oak.

Images Courtesy: Rare Beauty