August 23, 2013
Italian menswear label Ermenegildo Zegna is pushing its Essenze fragrance collection through a video, social media and its Web site to digitally convey each fragrances' aroma.
The Essenze page on Zegna’s Web site gives information about the creation and the ingredients used to describe the scents. Although marketing scents online can seem difficult, brands should look to express emotions through digital campaigns when pushing fragrances.
"The strategy behind creating a digital campaign for a fragrance, something extremely tangible, is through a virtual experience that focuses on connecting with the target market's other senses along with the brand advocacy of the quality that Zegna is known for," said Dalia Strum, professor at the Fashion Institute of Technology and founder of Dalia Inc., New York.
Ms. Strum is not affiliated with Zegna, but agreed to comment as an industry expert.
Zegna was unable to comment before press deadline.
The essence of Essenze
The Essenze collection comprises five fragrances, which are Italian Bergamot, Sicilian Mandarin, Florentine Iris, Javanese Patchouli and Indonesian Oud.
Zegna’s Web site contains a special section dedicated to the fragrances that contains a short video and descriptions of the scents.
The three-minute video gives an overview of the creation process.
The video explores Zegna’s made to measure work and then shows the transition from style to scent while displaying the materials collected and the perfurmers working. Toward the end of the video, all of the fragrances are shown one by one.
Essenze by Ermenegildo Zegna: the video
In addition to the video, the Web site provides more information about each of the five fragrances and their ingredients.
Javanese Patchouli description
Consumers are able to scroll through the site and read the perfumers’ notes on the fragrances. Under the quote is a button that allows consumers to read more about it and find the nearest store to purchase the fragrance.
Javanese Patchouli fragrance
Zegna has been linking consumers to this Essenze page on its Web site through its Facebook page.
Conveying a scent and pushing a fragrance through digital media can be difficult, but some brands have used creative measures to give consumers an idea of what the fragrance is like without having to smell it.
For instance, U.S. label Donna Karan aimes for fragrance sales through a social quiz on the brand’s Facebook page that finds the best scent based on the consumer’s personality.
The Scent Finder Facebook application guides consumers through a seven-question quiz to find a fragrance that matches your personality or another’s personality. Since fragrance marketing can be difficult without the sense of smell being involved, this quiz allows consumers to get a feeling for the fragrance without going to a physical store (see story).
Additionally, U.S. label Michael Kors continues to advertise its Sporty Sexy Glam fragrance and beauty collection through various social media platforms in order to reach a larger audience and continue the conversation with consumers.
The brand plays off the theme of Sporty Sexy Glam by sharing various content showing the moods expressed by the three fragrances in the collection. By highlighting the differences in the collection it allows consumers to personalize their experience by finding a product that fits their personality (see story).
Although marketing fragrances in a digital realm can be difficult, Zegna and other brands are likely to boost their fragrance exposure with these promotions.
"Digital efforts will help elevate the messaging within Zegna's campaign strategies, especially from an awareness as well as a nostalgic focus from its other products," Ms. Strum said.
"This initiative also provides a more cost-effective approach to testing content that is shared as well as engaged with," she said.
Erin Shea, editorial assistant on Luxury Daily, New York