Everyone wants to smell great, right? So why not try and find a scent that matches how you feel? Randi Schinder decided to do just this. She founded Clean with the intent on creating a perfume line that was simple, clean, and fresh based on her desire to smell good and smell clean. Out of this line came the four fragrances for her I Smell Great Line, Beach Babe, Candy Crush, Angle Cake, and Wild Honey. What makes the scents great is that they come in more than just an eau de perfume, they are available as a hair fragrance, lip moisturizer, a soft body whip, and a wellness body mist. All of these products can be layered with each other to create your own unique scent.
In terms of how they market their product, they are active on most social media platforms such as Instagram, Facebook, Google+, Twitter, and Pintrest with a few videos on a YouTube channel (https://www.youtube.com/user/ismellgreatinc). Just like the Instant Pot, a multifunction electric pressure cooker that garnered attention through social media and Amazon, I Smell Great doesn't market their product on TV. Instead they post their ads on their Instagram and Facebook accounts, offering discounts on holidays like the Fourth of July, Christmas, and Valentine's Day.
They also take advantage of using a social influencer to market and brand their products. Actress and co-founder, Sophia Bush, has played a huge roll in helping to market the products that I Smell Great has to offer. She is the social influencer of this company. Due to her celebrity status and the active roll she plays on major social media accounts such as Instagram and Snapchat, Bush helps the company by posting her own ads and hashtags as well as reposting the ads that the company posts on their Instagram account (@ismellgreat).
Like Max Chafkin describes in his article "Confessions of an Instagram Influencer", "Instagram’s sleek design and flattering filters encourage its more than 500 million users to sexify their landscapes and soften their harshest features. It helps them turn snapshots into something out of the glossy pages of a lifestyle magazine," (Chafkin 2016). I Smell Great uses this feature on Instagram to make their product sell. They make is a "must have" for a night out on the town or a day at the beach with images of pretty people smiling having fun at the beach or getting ready to go out. They also take advantage of hashtags like Chafkin notes in his article to promote their sales (#ad, #sale, #ismellgreat).
Though the videos posted on their YouTube account are dated (10-9 months old), the videos feature Sophia Bush and Randi Schinder and their thoughts on the company and the products they create. Last summer they posted a video featuring Bush giving advice and tips on what to pack for a beach day. In the video, she explained what was in her go to beach bag even including a bottle of wellness water mist in the beach babe scent. (https://www.youtube.com/watch?v=GVUy-n0sdaU)
I Smell Great is a small company that survives on their small marketing campaign through social media as well as with the influence of Sophia Bush.
Sources:
Chafkin, Max, “Confessions of an Instagram Influencer,” 11/30/16, Bloomberg
Business Week, https://www.bloomberg.com/news/features/2016-11-30/confessions-ofan-instagram-influencer?bcomANews=true. Accessed March 7, 2017.
Lynch, Grace Hwang, “Not Just a Crock: The
Viral Word of Mouth Success of Instant Pot,” NPR, 1/18/17,
http://www.npr.org/sections/thesalt/2017/01/18/509675621/not-just-a-crock-theviral-word-of-mouth-success-of-instant-pot, Accessed March 7, 2017
"Our Story" I Smell Great http://ismellgreat.com/our-story/ Accessed March 7, 2017
I Smell Great YouTube Channel: https://www.youtube.com/user/ismellgreatinc (Accessed March 7, 2016)
I Smell Great Instagram Account: https://www.instagram.com/ismellgreat/ (Accessed March 7, 2016)
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