Creating a tangible connection is more challenging than ever in an era where digital screens are the primary way consumers encounter brands. To overcome this challenge, many brands have turned to sensory marketing—primarily through food-inspired themes. Food’s universal appeal to taste, touch, and smell helps bridge the gap between digital interfaces and real-life experiences. Iconic brands like Glossier, Jacquemus, Skims, and Rhode have effectively harnessed this approach, using food-related imagery and language to create sensory connections with their audiences. The main approach is to build brand familiarity, trust, and a distinctive appeal by invoking sensory memories and emotions.

Creating a Sensory Bridge with Food Imagery

Brands have increasingly relied on food imagery and language to create what might be called a “sensory bridge,” allowing consumers to envision their products as if they were experiencing them in person. This approach plays on food’s power to invoke emotions and memories, which helps create a vivid sense of what the product might feel like in the hands or on the skin. For instance, Rhode’s famous “Strawberry Glaze” Peptide Lip Treatment taps into the visual appeal of a glossy, strawberry-glazed donut, allowing users to experience the product’s softness and shine mentally. Similarly, Skims evokes texture by describing fabrics as “buttery soft” or “marshmallow-like,” making it easy for consumers to imagine the tactile pleasure of wearing the brand’s clothing. This type of sensory language bridges the gap between digital and physical by enabling consumers to form a mental picture of the product’s experience.

Evoking Familiarity and Trust Through Food Associations

Beyond creating sensory associations, food imagery can evoke comfort and trust. Food is inherently familiar, tied to positive memories and comforting rituals, making it an ideal metaphor for building confidence in a product.

For instance, Jacquemus has successfully incorporated this method by using Mediterranean-inspired visuals, such as lemons and rustic bread, to evoke Mediterranean culture’s sun-drenched, relaxed luxury. Similarly, Rhode’s lip treatments in flavors like raspberries and salted caramel appeal to consumers as indulgent treats, positioning the product as a small daily luxury. Once again, this approach appeals to consumers’ desires for indulgence while also creating a sense of comfort and familiarity—critical elements for online purchases where physical interaction with the product isn’t possible.

Reinforcing Brand Identity with Food-Inspired Elements

The food-based strategy also helps solidify brand identity. Food-themed marketing allows brands to establish a cohesive and memorable persona in a crowded market. Skims, for example, with its color palettes reminiscent of decadent desserts—caramel, mocha, cocoa—aligns its branding with warmth and comfort, creating feel-good loungewear. By that, brands set themselves apart through product functionality and by cultivating an atmosphere and emotional connection around their offerings, creating loyalty beyond the initial purchase.

Engaging Imagination and Creating Desire Through Multisensory Appeal

Another benefit of food-themed marketing is its ability to engage consumers’ imaginations. Words and visuals conjuring textures, tastes, and smells—like Rhode’s “glazed donut” lip gloss or Skims’ “buttery soft” fabric—prompt consumers to imagine the product’s sensation. The imaginative engagement fosters a stronger emotional bond with the brand, often leading to increased desire and purchase intent. Online-first brands or luxury labels, which may lack physical try-ons, benefit from this approach by making digital browsing feel more like a sensory experience, encouraging consumers to envision themselves using the product in ways that are difficult to achieve otherwise.

The Strategic Impact of Sensory Marketing: Data and Results

According to McKinsey’s 2024 report, brands that successfully implement sensory experiences see up to a 50% increase in brand loyalty, being particularly crucial in competitive markets where consumers have endless options. Moreover, a study from Statista indicates that 77% of consumers are influenced by sensory elements when purchasing decisions, with visual appeal leading the way. By creatively employing sensory marketing tactics, brands can connect deeply with their audiences, inspiring purchases and ongoing loyalty.

Strategies for Building Effective Sensory Appeal

Several strategies can heighten the effect for brands aiming to integrate sensory appeal. Visual appeal is central—high-quality, vibrant images that emphasize colors and textures can effectively entice viewers by creating sensory cues that suggest taste and freshness. Brands can capitalize on descriptive language as well, using terms like “crispy,” “juicy,” or “creamy” to evoke flavor and texture.

Some brands have even incorporated scent into packaging, where the smell is known to increase purchase intent. Tactile elements, like the rough texture of rustic packaging or the smoothness of a yogurt container, also enhance the sensory experience and convey quality, freshness, or indulgence. When used thoughtfully, the layers of sensory engagement help a brand stand out and foster a unique connection that goes beyond typical advertising.

Conclusion: The Power of Sensory-Driven Strategies

Ultimately, sensory marketing—particularly when it taps into the universal appeal of food—offers a powerful means of making brands feel more accessible, trustworthy, and appealing, even through a digital screen. By building these mental, sensory connections, brands like Glossier, Jacquemus, Skims, and Rhode create captivating digital content and foster lasting consumer loyalty and increased sales.

In a crowded marketplace, where e-commerce demands new ways of making real connections, sensory marketing provides an edge that is both engaging and effective. As sensory-driven strategies prove their worth, brands willing to invest in creative, immersive marketing can look forward to strengthened brand relationships and an enthusiastic, loyal customer base.