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The annual Macy’s Flower Show in Herald Square, held March 26 through April 9, featured an elaborate carnival flower theme that was beautifully displayed, but it was the Scent Event in collaboration with the Fragrance Foundation that captured NPD’s attention.
The event was aimed at educating consumers on the different aspects of fragrance in a refreshing, fun, and interactive way while making for great social posts.
Three distinct aisles brought fragrances to life. One aisle played video interviews with master perfumers explaining the power of scent, how they became acquainted with their profession, or how they approach creating a scent. A second aisle explained the notes of a perfume with an interactive world map that indicated where different notes, like pine needle and Sichuan pepper, came from whilst allowing you to smell the ingredient straight from the source. In the same aisle was another exhibit that broke down what notes are usually in the base, middle, and top layers of a fragrance. As you walked through each corridor—which equated to a different part of the fragrance accord—a scented mist filled the air.
The third aisle focused on matching fragrances with a mood. There were six scent pods with a scent that represented each emotion. This part of the exhibit aligned with NPD’s new consumer survey, Scentiments, in terms of how consumers choose the fragrance they will wear each day. According to Scentiments, close to 60 percent of the total U.S. population of men and women ages 18+ will choose their fragrance based on how they feel. They see fragrance as an extension of their ever-changing emotions, and women are even more likely than men to choose their scents this way*.
The Scent Event encouraged consumers to shop for fragrance in a way that is meaningful to them. A sheet was provided to attendees, which named all the different fragrances available at Macy’s that corresponded to each mood.
This event was a great example of why retailers should consider unique ways to help consumers interact and connect with scent in a more experiential way.
*Source: The NPD Group, Inc. / Scentiments: Scented Mind 2016
