PURCHASE, N.Y.–Coming soon to one credit card company—a signature fragrance.
Mastercard is reportedly working with a well-known fragrance designer to create custom fragrances for its “experience centers,” having tapped Dora Baghriche, a senior perfumer at the fragrance development company Firmenich, to oversee the effort. Baghrihe has created scents for major fashion houses like Yves Saint Laurent and Estée Lauder, the New York Times reported.
“The mission behind the experience centers is to give the credit card giant a physical footprint for its brand and show off its newest technology,” the Times reported. “This was unexplored territory for Mastercard, and the company’s marketing team wanted to create a space that engaged all of a customer’s senses.”
Part of Brand Strategy
The report noted that smell is increasingly becoming part of the brand strategy for companies in unexpected industries, “as brands jostle for precious slivers of market share and especially as workers and clients begin to trickle back into office spaces.”
“Traditionally, marketers have focused on creating mostly a visual identity for their brands. A logo, a design style, the kind of thing that makes it easy to say ‘that’s Apple’ or ‘that’s Mastercard.’ But one key thing that wasn’t appreciated is that we’re generally blessed with five senses,” Raja Rajamannar, chief marketing officer at Mastercard, told the New York Times.
‘Multisensory Identity’
The Times further reported that Rajamannar, spearheaded the “multisensory brand identity” effort for the credit card company, and commissioned Baghriche and Firmenich to create a dual set of complementary fragrances inspired by the interlocking red and orange circles from Mastercard’s logo and the abstract prompts “passion” and “optimism.”
Just Because It’s Autumn Doesn’t Mean Falling for Schemes to Overcharge You for CU Industry News. Instead, Try This Crisp Offer
The biggest, best and freshest news reporting in credit unions remains free! Each morning CUToday.info delivers its daily Fresh Today news update offering the latest headlines and breaking news right to your email, with the easy-to-read headlines format allowing you to click on the stories that interest you most in order to learn more. So stop paying those bank-fee-like subscription prices from other so-called “news” publications!
If you haven’t yet signed up for the new email solution on which CUToday.info has partnered with ResponseGenius, you can do so here. Signing up requires less than one minute of your time—and it’s free!
Please note that after signing up you may need to go to your Spam/Junk folder and mark the morning headlines email as safe. CUToday.info does not provide its list of readers and emails to outside parties, and we will not be contacting you to sell you an extended warranty or sending you any links so you may cash in on an inheritance you didn’t know was coming.
And did we mention it’s free?