Sensory Marketing — Is Food the New Fashion?
Brands are sparking consumer appetite for their products, and they’re doing it through the allure of food. While these two categories may seem unrelated at first glance, they are actually quite similar when it comes to self-expression and experimenting, which is probably why we have seen the two industries play so well off one another in recent marketing campaigns.
Many of us can remember stepping into an Abercrombie & Fitch store and being hit with an overwhelming wave of their signature scent. For some, it was so overpowering that it kept them from walking in at all. This was my parents' least favorite part of back-to-school shopping when I was a kid — in fact, I think it was the time of the year that my dad dreaded the most.
Shopping has largely shifted to an online experience, with influencers and social media now at the heart of marketing. In response, brands and businesses have had to elevate their strategies to find innovative ways to recreate the same sensory allure in a digital space. Especially as many celebrities and influencers have taken to launching products and brands available exclusively online, engaging consumers’ senses will only become more prevalent in marketing campaigns.
Beauty and Skincare
At this point, what celebrity or influencer doesn’t have their own skincare or makeup brand? However, some stick out more than others not only because of who is leading the brand but also because of their marketing strategies. Hailey Bieber's skincare brand, Rhode, launched on June 15, 2022 and has become a viral sensation with 12.72 million annual searches in 2024. And while this growth in part has to do with her celebrity status, it is also because of the iconic sensory marketing and storytelling utilized by the brand.
Known for her “glazed donut” skin — dewy and radiant like a glazed donut — the Rhode line has taken this food to skincare association and run with it. From her Glazing Milk marketed alongside creamy espresso martinis to lip products during the holiday season based on cinnamon rolls and peppermint, consumers can’t help but forge a strong association between her beauty products and delicious, seasonal flavors. With the hype around Rhode’s products dominating all social media channels, it’s clear consumers have a positive association between a brand’s beauty products and sweet treats, which all come together to enhance the product's desirability to consumers.
Clothing and Fashion
Beauty brands are not the only ones harnessing the powerful connection between consumer senses and online products. Nara Smith, a creator known for making her meals from scratch due to health challenges such as eczema and lupus, has become top of mind across all social media platforms. Nara recently partnered with Marc Jacobs to promote the brand's tote bag collection. The viral TikTok video with 2.5 million likes shows the creator putting red dough in the oven, later opening it up to display a “delicious, red Marc Jacobs tote bag.”
This partnership not only gives the Marc Jacobs product an enticing and innovative feel, but also reinforces the idea that fresh, healthy food represents a subtle form of luxury. Since these are the type of meals that are a cornerstone of Nara’s content, showcasing her creating a Marc Jacobs bag “from scratch” further elevates the brand’s status in the luxury space.
Ultimately, strategic marketing is about crafting compelling stories and creating content that genuinely resonates with consumers. While these are only a few examples of how food associations are elevating fashion and beauty marketing, it’s something we will continue to see, because at the end of the day, it all comes down to bold colors, self-expression and the ability to create lasting memories. By embracing the sensory elements that are typically paired with food, beauty and fashion brands are finding innovative ways to forge personal connections with their audience — even if it’s only virtual.