The impact of sensory marketing on consumers in the beauty industry

Abstract

The aim of this paper is to study the impact of Sensory Marketing in the Beauty Industry: the effect on consumer’s emotions, reactions, and buying decision. The question that will be answered is the following: How does Sensory Marketing impact our perception and behavior toward a beauty brand and how does it succeed in activating the buying process? To answer this question, analysis of previous literature review has been made in the theory development. Then, a survey has been conducted with 63 participants to understand how people perceived sensory cues (smell, sight, and touch) when they were shopping in Beauty stores. The aim was to see which sense was the most important for people, which one has the biggest impact on the buying decision and how did all of it worked in practice.