How do you sell a perfume that cannot be smelled via a screen?

Sell a mood instead.

We were tasked with penning the packaging and web copy for a new product aiming to capture the dizzying heat of August, the texture of clicking long grasses against bare legs. Relying on other senses, we created a verbal mood, an evocative landscape conjuring the idea of the product and unlocking nostalgic summer memories. We played into the heady heat, salt-encrusted margarita rims and backs of necks, with reference to the elements - rain and rocks and thunderstorms - to anchor us in the world of the fragrance and its ingredients. To connect with people, evoke a mood, make them feel something. To win brand affinity, tell a good story.