Winning over millennials through your perfume branding strategy is important since they make up a large portion of the consumer market. When it comes to developing scent branding strategies targeted at millennials, there are certain things that need to be considered to ensure that they are met with the most success possible.
Here is a selection of preferences that you might want to consider when approaching your scent marketing strategy aimed at millennials.
Millennials Value Minimalism and Simplicity
Millennials have increasingly shown that they appreciate clean and minimalist concepts. These can be seen in the rise of minimalist graphic design trends across websites and branding that have taken the marketing world by storm over the last 10 years or so. We can presume the same is true for scent marketing.
The millennial generation appears to prefer clean and minimalist aesthetics that do not overwhelm the consumer. This includes scents that are simple, fresh, and lightweight. These uncomplicated and clean aromas are more likely to find success with millennials than heavy or overpowering fragrances.
Moreover, clean scents that are subtle and create a modern and sophisticated ambience are more likely to succeed with millennials, who are looking to steer away from the opulence and extravagance of generations past.
Authenticity and Transparency are Key
Millennials are generally very environmentally conscious and supportive of sustainability. Many are looking to steer away from the indulgences of past generations that have put the planet in a dangerous place.
Therefore, in the interest of authenticity and transparency, many millennials appreciate genuine branding efforts that are not synthetic and false. This means that to appeal to millennials, focusing on scents that align with organic or natural sources is a good idea. These can evoke a sense of genuineness.
It’s also important to try to focus on using aromas that more clearly and truthfully align with your brand’s values and origin story, as this can seem more honest. Given that millennials are raised in a world with a lot of information at their fingertips, they are more attuned to detecting falsehoods or inauthenticity.
Wellness and Self-Care are Important
With the onset of the digital age, access to healthcare information and wellness education has become more ubiquitous than ever before. As a result, many millennials are increasingly focused on looking after themselves and achieving a sense of wellness.
Therefore, scents that are associated with stress relief, mindfulness, and relaxation are becoming increasingly popular. These kinds of aromas should be incorporated into your scent marketing strategy. Where possible, they should be made up of natural ingredients rather than artificially created synthetic replications of fragrances. Many millennials will be able to tell the difference.
Scents such as lavender or eucalyptus are generally popular for achieving rejuvenation and relaxation. This kind of wellness and self-care mentality is important for millennials.
Experiential Marketing Appeals to Millennials
Millennials appreciate immersive and experiential scent marketing campaigns that incorporate other mediums as well. As you integrate your scent marketing strategy with a more multisensory approach, millennials will be more likely to engage.
By using scents in physical retail spaces in conjunction with carefully coordinated visual, audio, and even tactile experiences, you are much more likely to evoke positive emotions and encourage positive interaction with your brand.
Millennials appreciate this kind of multisensory approach, given that they grew up in a digital world that was still very much in tune with the physical. By making an effort to engage on multiple levels, millennials can be reached more effectively.
For more information on our range of perfume branding products and services that are ideal for modern millennial audiences, contact us at Scent.ology today!
