Assignment 1 : Chapter 2: Perception
Exercise 1 :
A Lush Treat For The Senses
CS 3-1:
Lush has demonstrated its ability to captivate customer attention and loyalty through an
immersive, multi-sensory experience. By using sensory marketing—a method closely tied to the
perceptual process—Lush invites customers to engage with the brand on multiple sensory levels,
increasing both their involvement and memory of the experience. This approach can be seen
clearly in how Lush utilizes different senses:
1. Sight : Lush stores offer a striking and inviting visual experience. The creative display of
products evokes the feel of fresh market stalls, with soaps arranged in large chunks reminiscent
of cheese, bath bombs stacked like fruits, and face masks placed in salad-bar-style pots. This
dynamic layout draws customers in, encouraging them to explore further. This sense of
discovery, along with Lush’s natural, fresh ingredients, creates a warm and welcoming
atmosphere that highlights the brand's dedication to sustainability.
2. Smell: Scent plays a crucial role in the Lush experience, often drawing customers in with
enticing, exotic aromas before they even enter the store. The use of natural scents, like lavender,
citrus, and rose, creates a memorable sensory impression that links Lush with feelings of
refreshment, cleanliness, and positivity. A notable example is the "Have a Sniff" point-of-
purchase sign, which encourages customers to interact deeply with products by immersing
themselves in these delightful scents, establishing a strong olfactory bond with the brand.
3. Sound: Lush combines ambient music and the lively sounds of a busy marketplace to
enhance the sensory experience. The staff’s warm and friendly conversation style also adds a
layer of comfort, embedding the brand even deeper into the consumer’s mind. The lively
atmosphere, as well as the friendly interactions create a familiar feeling that makes the store
environment feel even more inviting
4. Touch : Lush firmly encourages tactile exploration by encouraging customers to freely touch
their “naked”, unpackaged products. Staff members actively welcome shoppers to feel the
product’s texture, also offering hand massages and skin consultation as well as hair
consultations. The latter, deepen the sensory experience while also strengthening the experiential
aspect of the shopping visit. This tactile approach reinforces the natural, authentic, and
handmade appeal of Lush products, fostering a stronger connection with customers.
By thoughtfully integrating multiple sensory elements, Lush ensures each visit is memorable for
every customer. - a hallmark of successful sensory marketing.
CS 3-2:
Lush’s consumers’ decisions are likely influenced by a blend of both rational and hedonic
consumption appeals. Let’s explore these two appeals in more depth;
On the rational side, Lush emphasizes its commitment to ethical standards by using all natural
ingredients to produce organic and fresh products as well as its dedication to sustainable
practices, evidenced by a no-animal-testing policy and environmentally friendly packaging. This
message reassures consumers who seek products that are well aligned with their values and
lifestyles, giving Lush’s customers a practical and purpose-driven reason to choose it over other
competitors.
On the hedonic side, the multi-sensory experience offered by Lush stores appeals to consumers’
sensory desires. The ambient store atmosphere, inviting exotic scents as well as the creative and
attractive displays engage the customer on a sensory level, enhancing their enjoyment and
emotional connection to the brand.
Ultimately, Lush’s dual appeal to both the rational and sensory motivations allows it to attract a
broad spectrum of customers who value product quality, sensory enjoyment, or a blend of both.
Exercise 2 :
Our new perfume campaign invites our consumers into a world of luxury and lavishness through
a captivation sensory experience. With rich visuals, evocative sounds and tactile elegance, the ad
immerses viewers in the fragrance’s sophistication and classiness.
1. In order to create a compelling advertisement for our perfume, we’ll be using each of the
five senses as follows:
SIGHT:
We will use colors that evoke emotions corresponding to the perfume’s essence and notes.
For instance, gold, black, purple, and crimson red symbolize wealth, royalty, power, and
luxury. These colors will definitely attract the viewers’ attention and would most certainly
convey a sense of high quality.
Additionally, the design of our perfume bottles will play a crucial role in attracting
customers. By creating intricate and elegant designs, we can present a luxurious and
memorable appearance, appealing to customers who value aesthetics as much as fragrance.
SOUND:
We plan to incorporate a distinct and memorable audio element, such as evocative music that
encapsulates the perfume’s essence. For example, we might use classical music for elegance
and sophistication, seasonal themes like the crackling of fire or ocean waves depending on
the notes of the perfume, or modern ambient sounds for a fresh, chic appeal. The right
auditory elements not only enhance brand recognition but also positively influence consumer
perception.
SMELL:
As for the olfactory scent, we will provide scented strips in front of our stores and in
magazines. Also we will place diffusors in our stores for our customers to try and spray
themselves. This strategy can significantly enhance our consumer engagement as smell is
perhaps the most important sense when it comes to perfumes. Allowing customers to directly
experience the scent fosters a deeper emotional connection with the product.
TASTE:
We are aware that perfumes aren’t something to be physically consumed however the taste
concept can be represented metaphorically. For example, for gourmand fragrances, we can
use visuals depicting fruity notes, like green apples, or indulgent notes such as vanilla,
chocolate, or caramel. This imagery can help consumers envision a taste or flavor profile that
complements the essence of the perfume.
TOUCH:
This sense will be mostly incorporated in the design of our perfume bottle. By using
embossing and debossing techniques, we will enhance the packaging to convey luxury and
quality. This technique consists of creating raised or indented designs on the packaging
adding both a visual and more importantly tactile dimensions. We are also considering
offering personalization engraving options creating a sense of individuality, uniqueness, and
luxury for our customers.
2. Designing the Ad for Social Media
To completely captivate our customers’ attention with our social media ads, we will use high
quality, visually appealing images and videos that showcase our perfume bottle in elegant
and sophisticated settings. We will feature a full 3D rotation of our bottle displaying it in all
angles, along with clips demonstrating the spray of perfume in the air to enhance its allure.
Additionally, we will incorporate sounds that mimic the spray or tapping of the bottle. Our
promotional content will include a short cinematic video that tells a story related to our
perfume, focusing on the emotions of luxury and elegance it evokes. This film will be shot in
chic locations, such as high-end restaurants or yachts.
To elevate our social media engagement, we plan to collaborate with select celebrities who
will create content showcasing the perfume in their lifestyles. We will also encourage our
customers to share their own photos and experiences with the perfume, which we will be
sharing on our own social media platforms. We can also use our social media platforms to
create interactive stories with our consumers. Furthermore, we can create interactive stories
that engage consumers and produce videos offering tips on how to layer our perfume with
other scents or products.
3. To guide our target audience in interpreting our floral bottle design as a symbol of luxury and
refinement, we will employ the “figure-ground” principle. We will display the floral design
against a soft, elegant background, such as warm lighting, to enhance the ambiance and
create a dreamy, luxurious vibe. Furthermore, we will incorporate similar symbols of nature,
such as chicly arranged gardens and flowers, along with elements like water, to establish
mental connections to freshness and beauty.
This approach puts into perspective visual perception and how we can guide a consumer’s
interpretations through a strategic use of colors, symbols, and patterns. The different
strategies we used will help consumers view our perfume as a desirable, premium, and high-
end product
Exercise 3 :
The Pink Ribbon campaign, closely associated with breast cancer awareness, employs
various strategic elements to strengthen its perception and impact. We’ll discuss some key
elements involved in their campaign.
1. Appeal to Emotion: The primary and likely most effective factor in the Pink Ribbon
campaign is its emotional appeal. This movement successfully uses emotional storytelling to
help build connections among individuals. By incorporating personal stories of survivors and
families affected by breast cancer can help foster empathy in the hearts of the audience.
2. Symbolic Color: The use of a simple symbol like the soft pink ribbon is a clever strategy.
Pink, a color often linked to warmth, compassion, and femininity, fosters an immediate
emotional connection that makes this movement both memorable and impactful.
3. Gathering visibility through events and fundraisers: Events like “Race for the Cure”
inspire a very strong sense of community involvement. Participants are urged to wear pink to
create a sense of unity and solidarity. These gatherings bring awareness efforts to life,
making the cause more tangible and fostering a deep sense of shared commitment.
4. Persistent, Year-Round Presence: Although October is Breast Cancer Awareness Month,
the campaign maintains visibility year-round, reinforcing its message and keeping the cause
in the public eye beyond a single month. This persistence strengthens the perception of the
campaign as a dedicated, long-term movement.
5. Media Representation: The campaign utilizes various media platforms to spread
awareness, including social media, television, and print. Effective media strategies can
amplify messages and reach diverse audiences, creating more significant impact.
Together, these factors drive the Pink Ribbon Campaign’s success in raising awareness and
support for breast cancer. By creating a powerful symbol in the pink ribbon, fostering a strong
sense of unity, and engaging people through community events, the campaign brings visibility
and emotional depth to the cause. Its collaborations with corporations and celebrities , coupled
with educational initiatives, ensure a broad reach and lasting presence. This multi-layered
approach not only amplifies its message but also cultivates a compassionate community
committed to advancing breast cancer research, support, and advocacy.
