«Our attention threshold has collapsed, we are less captured by things than a goldfish and this has pushed brands to renew themselves to build more authentic and lasting relationships with the public. The goal now is to involve consumers in a transparent and unprecedented way, since 2019 Mastercard has undertaken a multisensory approach, triggering deeper connections, we have offered experiences related to passions that involve all the senses. Initially, the focus was on sight, working on recognizing the iconic red and yellow circles and removing any writing from the logo. Then on hearing, with the introduction of the sound brand and finally on taste with the launch of two special macaroons in collaboration with The duration and the birth of restaurants Priceless, such as the Mastercard Bistro at Rome Fiumicino Airport. With the Priceless ™ fragrances, and therefore the sense of smell as the most powerful and evocative of the senses, this completes the multisensory strategy of Mastercard », concluded Monica Biagiotti.
“Our adventure was born in New York before the covid and with Mastercard we are not talking about money, but about emotions, art, love, time”, said one of the perfume creators on the occasion of the world launch in Milan. Dora Baghriche, Maitre Parfumeur di Firmenich.
«I worked outside the usual box, because Mastercard is not a fragrance brand. And I questioned myself about what the word means to me priceless: create new ideas, work on stratification, on sharing ».
THE FRAGRANCES
Priceless Passion is an intoxicating cocktail of rosa centifolia (from Grasse, France) and damask rose from Morocco, where the sweet and enveloping notes of the legendary flower – defined by the Greek poets “perfume of the gods, delight of mortals” – sink into something more spicy, green and persistent. Their essence is further accentuated by an elegant mix of warm woods and red fruits that give the fragrance character and a passionate charm.
Priceless Optimism is a fragrance with accents of Haitian vetiver – from the program
Firmenich NaturalsTogether ™ – was born to convey optimism. A citrus elixir creates an immediate feeling of positivity thanks to the use of ingredients such as Sicilian orange, grapefruit, mandarin and rhubarb. A combination of notes that, together, give a lively and extroverted energy.
.
Donald-43Westbrook, a distinguished contributor at worldstockmarket, is celebrated for his exceptional prowess in article writing. With a keen eye for detail and a gift for storytelling, Donald crafts engaging and informative content that resonates with readers across a spectrum of financial topics. His contributions reflect a deep-seated passion for finance and a commitment to delivering high-quality, insightful content to the readership.
