Scentropy is one of the few subscription services in the UK that brings unique and hard-to-find niche fragrances to its customers. They travel the world attending perfume events, learning, testing, and buying - all to bring their customers the very best fragrances, and those that cannot be found on the high street.
How to sell a scent through imagery
Scentropy provides niche fragrances developed by master perfumers in limited batches using high concentrations of fragrance oils. Unlike designer perfume houses, they have complete creative freedom, specialist knowledge of artisanal oils, and raw materials. Rather than follow the trends, Scentropy starts them.
Since the company is a startup, we had to develop a social media marketing strategy which would help to raise brand awareness, educate the audience about the brand and the industry, create an interest in the brand and finally, sign up for a subscription. We needed to link this to an entirely new virtual world for their new customers by creating a website, a logo, and a brand book. We needed their customers to feel unique, have options, and see exactly the type of quality product that Scentropy offers.
We developed a social media marketing strategy from scratch, which reflected Scentropy’s personality, tone of voice, “the inside story”, but also the product and subscription types - all based on the trends within the industry. Apart from trying to raise awareness for the brand, the strategy included educating the audience about the brand itself, the industry and tips and tricks, facts and fun facts about both the brand and the industry, which also had a purpose to create an interest in following Scentropy’s social media accounts.
We created high quality and modern looking imagery to allow the audience to picture the product in their hands. Without preaching, we underlined Scentropy's green initiatives, rightly telling potential customers that they would be the recipient of one of the most environmentally friendly services on the market. We developed a brand book and brand guidelines, explaining the company's personality, imagery style, and provided expert knowledge on how and where to use those so carefully designed logos and colours.