Perfume brands are jumping on the trend for cocktail and café experiences

This article was originally published in the Collaborations Trend Report.  Receive your copy here. 

A growing appetite for immersive and multi-sensory experiences has sparked a trend that is seeing fragrance brands translate their perfume notes into exclusive cocktails and culinary treats.

With over 90% of consumers more likely to purchase a product or service after experiencing the brand, according to an EventTrack study, imaginative collaborations that bring a brand to life are becoming a key strategy for many companies.

And in perfumery, giving consumers a new way to experience a fragrance, and engaging the use of multiple senses when doing so, provides an intriguing and cohesive brand experience.