Mastercard to Preview New Fragrances at Fashion Group International’s Night of Stars Celebration
October 13 2021 - 7:03PM
Business Wire
Launch marks the latest evolution in
Mastercard’s multisensory brand strategy
Today Mastercard introduces two world-class fragrances under the
brand Priceless™ and will preview them at Fashion Group
International’s Night of Stars celebration at Cirpriani South
Street in New York. This latest iteration of the company’s
transformative, multisensory branding approach combines these dual
fragrances into one unique collection. Both elegant fragrances in
red and yellow, Mastercard’s iconic brand colors, express passion
and optimism - embodying some of the most exquisite ingredients in
the world of perfumery.
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- Combining two of the most exquisite extractions of Rose known
in the world of perfumery – Rose Centifolia Pays cultivated in
Grasse and Rose Absolute from Morocco – Priceless passion
illuminates each facet of the storied flower, sweet and honey-like
and deeply rich, spicy, and green. Their essence is amplified with
an ultra-luxurious assembly of warm woods and red berries
completing the fragrance’s signature fiery spirit and passionate
allure.
- A high-quality, clean woody, vetiver fragrance designed to
convey optimism, Priceless optimism is built around Vetiver
Haiti from the Firmenich NaturalsTogether™ program. An elixir of
citrus creates immediate optimism with Sicilian Orange, Grapefruit,
Mandarin, and Rhubarb. Together they lift the spirits and create an
extraverted energy.
“Science has shown that fragrance has the ability to evoke
powerful emotional connections and with Priceless, we hope to
provide an uplifting, immersive and unforgettable experience to
consumers,” said Raja Rajamannar, Mastercard chief marketing and
communications officer and president of Healthcare, who is
receiving FGI’s Tech and Brand Innovation award at the Night of
Stars event. “The Night of Stars celebration features some of the
most talented innovators in the fashion and beauty industries,
making it the perfect place to introduce the newest signature of
our multi-sensory brand.”
The fragrances will be available early next year.
Fragrance advances Mastercard’s focus on multisensory
branding
In a world where the extraordinary volume of advertising
clutter, combined with the shrinking attention span of consumers,
has created a perfect storm for brands, forcing them to find new
and innovative ways to capture people’s attention and engage them.
Mastercard has pioneered the emphasis on multisensory marketing to
authentically engage consumers through multiple doors of perception
– cultivating stronger connections with them and distinguishing the
brand. The fragrances follow Mastercard’s introduction as a
symbol-only brand mark (sight) and sonic brand (sound). The company
has also added taste to its brand positioning with two original
macaron flavors with Ladurée and the launch of its restaurants
(taste).
Priceless fragrance embodies Mastercard’s inclusivity and
sustainability mission
Crafted by two world-renowned female perfumers—Dora Baghriche
and Marie Salamagne of Firmenich—the fragrances evoke the spirit of
passion and optimism. With the ability to layer them, they also
express individual identity, representing Mastercard’s commitment
to inclusivity.
The fragrances also showcase Mastercard’s continued emphasis on
sustainability. A handful of the ingredients are derived from
Firmenich’s NaturalsTogether™ program, which sources from some of
the most precious, innovative, and sustainable natural ingredients,
supplied by 22 producers across 25 countries, contributing to the
livelihoods of thousands of small farmers families.
“Firmenich is thrilled to be a part of this novel sensorial
approach to capturing and maintaining consumer attention, says Théo
E. Spilka, Global Vice President, Strategic Licensing &
Business Development. “We at Firmenich are passionate about
creating positive emotions and improving wellbeing, while
preserving the planet! What our two talented perfumers Dora
Baghriche and Marie Salamagne have achieved in creating two scents
that are comparable with one another is remarkable; as this is
symbolically in parallel to our company values on diversity and
inclusion.”
About Mastercard (NYSE: MA)
Mastercard is a global technology company in the payments
industry. Our mission is to connect and power an inclusive, digital
economy that benefits everyone, everywhere by making transactions
safe, simple, smart and accessible. Using secure data and networks,
partnerships and passion, our innovations and solutions help
individuals, financial institutions, governments and businesses
realize their greatest potential. Our decency quotient, or DQ,
drives our culture and everything we do inside and outside of our
company. With connections across more than 210 countries and
territories, we are building a sustainable world that unlocks
priceless possibilities for all. www.mastercard.com
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Macy Salama macy.salama@mastercard.com
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