Figleaves engages sense of smell

Figleaves.com, the online lingerie retailer, has introduced a branded scent to engage with customers’ sense of smell.

Figleaves

Every purchase from its e-commerce operation will come with Figleaves branded scented paper, which has been developed by sensory marketing agency Brand Sense to “create a deeper emotional relationship” with consumers when items are delivered.

Julia Reynolds, chief executive of Figleaves, says: “it is vital for us, a pure play online retailer, to create a deeper level of engagement with our customers, and we see the development of fragranced print as just one way of doing so.”

Last year Figleaves appointed new advertising and media agencies ahead of a major relaunch of the brand.

Start Creative won the online retailer’s advertising account to develop a new identity for Figleaves and Trinity Communications, which handles media planning and buying, has developed an integrated campaign including press, outdoor, radio and online activity to attract new customers in the run up to Christmas.

The lingerie retailer relaunched its website in October.
Figleaves.com is operated by Figleaves Global Trading, and operates in the UK and US selling lingerie, swimwear, exercise wear, hosiery and nightwear.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here