The impact of sensory marketing on consumer behaviour in the cosmetic and skin care market

Abstract

This research-based bachelor's thesis investigated how sensory marketing affects consumer behaviour within the cosmetics and skin care industry. The study focused on understanding the effects of different sensory elements (sight, sound, scent, touch) on consumer perceptions and decision making by examining how customers respond to multisensory stimuli in this field. The research focused on Finnish consumers between the age of 18 and 35 and their interactions with cosmetic and skin care products.

The research method examined how sensory elements influenced consumer behaviour. During the empirical phase researcher had a quantitative research approach using a structured online survey conducted in April 2025 that included 50 participants.

The study revealed that sensory marketing produces significant effects on how consumers feel about products, store environments and their buying decisions. The combination of visual packaging elements together with product testers and ambient scents and calm music resulted in building higher levels of consumer trust and interest towards a product or a brand. The findings demonstrate that brands can improve consumer perception and create more immersive experiences through strategic sensory marketing techniques in the cosmetics and skin care market.