The launch marks the latest development in Mastercard’s multi-sensory branding strategy
NEW YORK, Oct 13, 2021 – (BUSINESS WIRE) – Today Mastercard is introducing two world-class Priceless ™ branded fragrances at Fashion Group International’s Night of Stars Celebration on Cirpriani South Street in New York introduce. This latest iteration of the company’s transformative, multi-sensory branding approach combines these dual fragrances into one unique collection. Both elegant scents in red and yellow, the iconic brand colors of Mastercard, express passion and optimism – and embody some of the finest ingredients in the world of perfumery.
This press release contains multimedia. View the full version here: https://www.businesswire.com/news/home/20211013006175/en/
(Photo: Business Wire)
By combining two of the finest extractions of rose known in the world of perfumery – Rose Centifolia Pays from Grasse and Rose Absolute from Morocco – Priceless Passion illuminates every facet of the fabled flower, sweet and honeyed and deeply rich, spicy and green . Its essence is enhanced by an ultra-luxurious combination of warm woods and red berries that complete the characteristic fiery spirit and passionate appeal of the fragrance.
A high quality, clean, woody vetiver fragrance that is supposed to convey optimism, Priceless Optimism is based on Vetiver Haiti from the Firmenich NaturalsTogether ™ program. An elixir made from citrus fruits with Sicilian orange, grapefruit, tangerine and rhubarb provides immediate optimism. Together they lift the mood and create an extraverted energy.
“Science has shown that fragrances can create strong emotional connections, and we hope that with Priceless we can provide consumers with an uplifting, immersive and memorable experience,” said Raja Rajamannar, chief marketing and communications officer of Mastercard and president of Healthcare Receiving the FGI Prize for Technology and Brand Innovation at the Night of Stars event. “The Night of Stars celebration showcases some of the most talented innovators in the fashion and beauty industries, making it the perfect place to showcase the latest signature from our multi-sensory brand.”
The story goes on
The fragrances will be available early next year.
Fragrance promotes Mastercard’s focus on multi-sensory branding
In a world where the extraordinary volume of advertising junk combined with shrinking consumer attention spans has created a perfect storm for brands, forcing them to find new and innovative ways to attract and retain people’s attention . Mastercard has focused on multi-sensory marketing to authentically address consumers through multiple perception doors – to cultivate stronger connections with them and to differentiate the brand. The fragrances follow the introduction of Mastercard as a purely symbolic brand (sight) and sound brand (sound). With two original macaron flavors with Ladurée and the introduction of its restaurants (Taste), the company has also upgraded its brand positioning in terms of taste.
Priceless fragrance embodies the inclusiveness and sustainability mission of Mastercard
The fragrances were created by two world-famous perfumers – Dora Baghriche and Marie Salamagne from Firmenich – and awaken a spirit of passion and optimism. By being able to overlay them, they also express an individual identity and represent Mastercard’s commitment to inclusivity.
The fragrances also demonstrate Mastercard’s continued emphasis on sustainability. A handful of the ingredients come from Firmenich’s NaturalsTogether ™ program, which is made from some of the most valuable, innovative and sustainable natural ingredients, supplied by 22 producers in 25 countries and used to support thousands of smallholder families.
“Firmenich is excited to be part of this novel sensory approach to attracting and retaining consumer attention,” said Théo E. Spilka, global vice president, Strategic Licensing & Business Development. while preserving the planet! What our two talented perfumers Dora Baghriche and Marie Salamagne have achieved with two comparable fragrances is remarkable; as this symbolically parallels our corporate values of diversity and inclusion. “
Via Mastercard (NYSE: MA)
Mastercard is a global technology company in the payments industry. Our mission is to connect and advance an inclusive, digital economy that benefits everyone everywhere by making transactions safe, easy, smart and accessible. With secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and companies achieve their greatest potential. Our decency quotient or DQ determines our culture and everything we do inside and outside our company. With connections in more than 210 countries and territories, we are building a sustainable world that opens up priceless opportunities for everyone.
View source version on businesswire.com: https://www.businesswire.com/news/home/20211013006175/en/