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What could the impact of sensory marketing be on the cosmetic industry and its consumers in France?

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  1. The efficiency of sensory marketing
  2. Consumers' behavior in response to the brands' marketing and communication strategies

Nowadays more and more companies are exposed to massive competition and need to use innovative strategies in order to promote their products efficiently and to differentiate themselves from each other. Hence, a marketing technique has emerged a few years ago: sensory marketing. Beyond a sale strategy, sensory marketing is a set of persuasive means that allow companies to build an affinity and better interact or play with their consumers' five senses; sight, hearing, taste, smell and touch. Products are sensual by nature and companies can use this approach to create, accentuate, or highlight their sensuality.

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