Last month, the beauty industry celebrated International Fragrance Week, and Silgan Dispensing, manufacturer of fragrance pumps and sprays, launched a unique campaign ‘Astrology’ to showcase its product collection and designs.
To learn more about this innovative and unique marketing push, we asked Sandy Gregory, Global Director of Fragrance Marketing at Silgan Dispensing, for insight into the inspiration behind this initiative. Gregory has more than 16 years of experience with Silgan in the fragrance market and is “very excited about understanding the needs of our customers and brands and delivering solutions through pioneering innovation” such as recent campaigns. He said he felt that way.
The impact behind the campaign
Gregory said the influence behind the decision to align the brand’s fragrance pump portfolio with astrological signs was to pique the interest of trendsetters. “For International Her Fragrance Week, we wanted to introduce our Fragrance Her Pump portfolio in a new and on-trend way,” she said.
Considering that “wearing perfume has always had an emotional connection, and all of our pumps have a way of heightening specific emotions,” she says, “we also apply this to emotions and astrological sign traits.” “It was very easy to do,” she explained.
Gregory explained that the marketing team turned to social media for further inspiration and influence. Astrology is a popular topic on various platforms, and “we’re seeing astrology trending on social media,” she says, adding, “People are always excited to hear what their zodiac sign says about them.” “I’m doing it,” he said.
Therefore, when planning their latest initiative, the Silgan team sought to capitalize on this trend and “wanted to provide the same excitement and connection between our fragrance pumps and their unique spray experience.”
Other influential fragrance trends
As well as sparking excitement for the fragrance pump collection, the decision to align the portfolio with the constellations was also an opportunity to showcase the brand’s sustainability. “Sustainability is a megatrend impacting suppliers, brands and consumers alike,” Gregory said, and it is reflected in some of Silgan’s recently launched products.
For example, she said: “We knew early on that fragrance refills would be the future of perfume packaging.” Therefore, “we are expanding our collection of sustainable solutions and creating 360 degrees of refills based on consumer intelligence. To provide our customers with a solution, we announced the launch of Replay in 2023 as a refill solution that complements our Pirouette technology,” she said. .
Following the success of the astrology campaign, the brand plans to build on other innovative initiatives and says, “We look forward to continuing our consumer research and expanding our global footprint of sustainability solutions and fragrances.” ” she concluded.
