Why multi-sensory experiences are the next marketing frontier
In a world of overwhelming stress and tension, consumers are seeking powerful tools for emotional release and moments of self-care. Unserious Everything is the evolution of Glimmers, taking one step further into subversive, irreverent and laugh-out-loud territory. WGSN’s partnership with Osmo has brought this concept to life, transforming scent into an expression of trend forecasting.
“In a world where intelligence is ubiquitous and choice is increasingly delegated to machines, differentiation will shift to how experiences regulate attention, respect emotional agency and feel genuinely human”
- WGSN, Creative Intelligence team
Beauty Innovation
At the forefront of beauty innovation, Osmo is shifting how fragrance is imagined, created and personalised. By mapping fragrance molecules and using machine learning to generate bespoke formulas, Osmo is building a new creative infrastructure for scent. Blending proprietary molecular data with AI-driven modelling and human creative input, Osmo bridges science and artistry to unlock new dimensions of fragrance development.
As the leader in trend forecasting, WGSN partnered with Osmo to explore how beauty innovation and trend expertise could work together. The result? A multi-sensory expression of joy, irreverence and escapism, brought to life through notes of cotton-candy clouds, sticky syrup and sunscreen-warmed skin. Designed to embody feelings of joy and humour, this collaboration is a novel way to transform WGSN trends into sensorial experiences.
Sensorial Experiences
WGSN experts have been tracking the tension between AI making everything ‘better’, faster and smarter, but also more interchangeable and forgettable, which raises a bigger question: if everything can be optimised, what still feels human? By tapping into trust, sensory intelligence and emotional connection, WGSN views this tension as an opportunity to establish or deepen brand resonance.
“In a content-saturated world, memorability is the growth lever. Brands that prioritise emotional afterimage over impressions build lasting value, even at a smaller scale.”
- WGSN, Creative Intelligence team
How will your brand show up in this new sensory era?
From shaping distinctive brand signatures to informing product strategy, our consultation team helps translate cultural insight into multi-sensory experiences that stick, building emotional resonance across every touchpoint.
Book a demo today to find out more.