Motion Fragrance Campaign

To help bring Sephora’s new and trending scents to life, our team was tasked to create engaging paid social videos to captivate our buyers attention and communicate the feeling of a fragrance through motion and sound alone. Given that the clients will not be able to smell fragrances when buying online, it became essential to determine how we were going to communicate scents through a screen. While researching our team identified an interesting fact: online clients decide what fragrance to buy based on content that decodes notes and explains the mood and feeling it creates, rather than simple explanations of scent profiles. From here we switched gears from simply listing fragrance notes, to creating an entire mood around them. 

    Next we considered what “thumb stopping” creative would catch the attention of our customers and convert views to sales traffic. Building off the extremely popular “asmr” and “oddly satisfying” content on social media, we decided our videos should feature a visually immersive scent story that pushes provocative activations and prevents viewer drop off rates through waiting until the end of the video to reveal the fragrances' identities. Additionally, we found that translating abstract scent categories into identifiable objects and experiences would further help the client to resonate with these new scents.  The final videos combine fragrance activations, immersive visuals, easily digestible graphics, and whimsical yet sensorial audio to envelope our watchers into Sephora’s irresistible world of fragrance.