Last month, the beauty industry celebrated International Fragrance Week, and fragrance pump and spray manufacturer Silgan Dispensing launched a unique campaign to showcase its product collection and designs: Astrology.
To learn more about this innovative and distinctive marketing push, we spoke with Sandy Gregory, Global Director of Fragrance Marketing at Silgan Dispensing, for her insights into the inspiration behind the initiative. Gregory has over 16 years of experience with Silgan in the fragrance market and shared that she finds it “very exciting to understand customer and brand needs and offer solutions by means of pioneering innovation,” like the recent campaign.
The influence behind the campaign
The influence behind the decision to align the brand’s fragrance pump portfolio with astrological signs was to pique the interest of trendsetters, Gregory shared. “For International Fragrance Week, we wanted to showcase our portfolio of fragrance pumps in a new and trending way,” she said.
Considering that “there has always been an emotional connection to applying perfume and all of our pumps have a way of enhancing certain feelings,” she explained, “it was very easy to also apply this to the emotions and characteristics of astrology signs.”
Gregory explained that the marketing team looked to social media for further inspiration and influence. Astrology is a popular topic across various platforms: “You see it trending on social media,” she said, and “people are always looking forward to seeing what their sign says about them.”
Therefore, when planning the recent initiative, the Silgan team strove to capitalize on this trend and “wanted to provide that same excitement and connection between our fragrance pumps and their unique spray experience.”
Other influential fragrance trends
Apart from inciting excitement around the fragrance pump collection, the decision to align the portfolio with astrological signs was also an opportunity to showcase the brand’s sustainability. “Sustainability is a megatrend that affects suppliers, brands, and consumers alike,” Gregory said, which is reflected in some of Silgan’s more recent product launches.
For example, she shared, “We identified early on that refill for fragrance would be the future of perfume packaging.” Therefore, “to expand on our collection of sustainable solutions and give our customers a 360-degree solution to refilling—and based on consumer intelligence—we announced the launch of Replay in 2023 as a refill solution to complement our Pirouette Technology,” she said.
Following the astrological campaign’s success, the brand plans to build other innovative initiatives, and “we look forward to continuing consumer research and growing our sustainability solutions and global footprint in fragrance,” she concluded.
