Should I Refrigerate This After Opening? | How Makeup Brands are Serving Up Sensory Experiences
It's a question more common in the kitchen than in the beauty aisle. From Rhode’s cinnamon roll-inspired launches to Makeup by Mario’s watermelon-hued lip gloss, food is finding its way into makeup bags. Open the fridge—your makeup routine might just be inside.
Sensory marketing, a strategy designed to create deeper emotional connections by engaging the senses, is transforming the beauty industry. By pairing their products with the universal appeal of food, brands like Rhode, Jacquemus, and Agent Nateur are crafting narratives that resonate with consumers. Transforming beauty routines into moments of self-care indulgence.
A Cinnamon Roll for Your Skin
Rhode, Peptide Lip Tint in Cinnamon Roll
Hailey Bieber’s skincare brand, Rhode, has become a masterclass in sensory marketing. Their product launches often feature mouthwatering visuals like cinnamon rolls that instantly grab your attention. For their latest limited-edition lip tint, Hailey drew inspiration from her own homemade cinnamon buns. The launch featured videos of her sharing her recipe while showcasing the product, creating a personal and engaging connection with fans. This clever integration blends the product with a touch of Hailey’s personality, making it feel more authentic. The imagery draws parallels between the rich, indulgent texture of their products and the comfort of freshly baked goods.
To further enhance this sensory experience, Rhode collaborated with Community Goods, a popular Los Angeles-based cafe, to introduce the “Cinnamilk Latte”. This limited-time beverage, celebrated both Hailey's birthday and the launch of the Cinnamon Roll Peptide Lip Tint. This collaboration not only connected the skincare product with a complementary culinary offering but also supported a charitable cause, resonating deeply with their audience. https://www.rhodeskin.com/
Butter, Bread, and Beauty
Jacquemus, Le Chouchou Croissant Earrings
Playful, nostalgic, and deeply sensory, Jacquemus continuously integrates food into their brand identity. Much like Rhode, who pairs food with product launches, Jacquemus takes it a step further. For the opening of their SoHo boutique, guests received croissants with hidden tickets for a chance to win the coveted Rond Carré clutch. Beyond the launch event, Jacquemus’s bread-and-butter-inspired accessories, baguette bags, and even food-themed runway shows demonstrate that gastronomy holds an integral place in the brand’s distinctive aesthetic.
Watermelon Kisses
Makeup By Mario, SuperShine Lip Gloss
Many brands are subtly using food-inspired themes to create a deeper sensory connection with their customers. Makeup by Mario and Fenty, for example, name products after indulgent treats like watermelon and honey, suggesting familiar, comforting sensations. These subtle choices tap into the universal appeal of taste and scent, even if the products themselves aren’t edible. By linking beauty products to relatable experiences, they become more personal, memorable, and emotionally engaging. It’s proof that sometimes, the smallest details can leave the biggest impression.
Can You Taste the Luxury?
Agent Nateur, Holi Whitening Toothpaste
In the wellness space, it’s common to use ingredients in product shots. With drips of honey featured in their whitening toothpaste campaigns, Agent Nateur creates a sensory experience that feels both indulgent and intentional.
Agent Nateur, Holi Bright Face Mask
For their hydrating mask, Agent Nateur mimics luxurious caviar. The icy setting also complements the product's hydrating and soothing benefits, reinforcing the idea of cooling relief for conditions like rosacea. It’s a clever blend of visual storytelling and branding, tying luxury aesthetics to skincare efficacy.
Sting of Innovation
Hourglass Cosmetics, Red 0
But not all sensory marketing is rooted in comfort. Hourglass Cosmetics turned heads with their Red 0 campaign, featuring vegan lipstick paired with insects. The provocative imagery created a stark contrast that resonated deeply with their cruelty-free ethos, proving that sensory marketing can shock as much as it soothes.
Prepare to be Served
Your favorite makeup brand might soon become your unexpected source of culinary inspiration - or at least leave you craving a snack. With food-inspired names and sensory imagery, brands are tapping into feelings of comfort, nostalgia, and desire, to build deeper connections with their audiences. Today’s product launches are all about creating lifestyle experiences. So, the next time you open your makeup bag, you might find a croissant, a watermelon, or even a bug staring back at you—and you’ll love it.