The smell of money: Mastercard has entered fragrance


The American credit card company's Priceless range is the latest multisensory marketing method to connect with consumers

Mastercard has ventured into the fragrance industry as part of its 'multisensory' marketing strategy.

The two Priceless launches, bottled in the credit card company's red and yellow branding, were unveiled at Fashion Group International's Night of Stars event last night.

According to Mastercard, the fragrances, developed by Firmenich perfumers, "express passion and optimism – embodying some of the most exquisite ingredients in the world of perfumery".

The scents, on offer from early next year, are Priceless Passion, a rose centifolia cultivated in Grasse and rose absolute from Morocco, and Priceless Optimism, a scent focused on vetiver, Sicilian orange, grapefruit, mandarin and rhubarb.

The product's Priceless name plays on Mastercard's current 'priceless' campaign and the slogan "there are some things money can't buy. For everything else, there's Mastercard".

Raja Rajamannar, Mastercard's CMO, said: "Science has shown that fragrance has the ability to evoke powerful emotional connections and with Priceless, we hope to provide an uplifting, immersive and unforgettable experience to consumers."

Mastercard has focused on 'multisensory' marketing since 2019 by becoming a 'symbol-only' brand and unveiling a new melody. It has also created bespoke original macaron flavours with Ladurée and the launch of its restaurants.

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