But its aroma of the orange flower goes beyond its use: its aroma evokes specific moments or people for more than one of its users, or the same can be seen on Sanborn’s social network: “I remember when my mother Had us after the shower. I loved it,” wrote one user. “Her unmistakable scent, my grandma forever,” wrote another.
Carlos Gomez, Director of the School of Marketing at the School of Banking and Commercial (EBC), commented that it is important for companies, in this case Sanborn, to have such an iconic product that manages to be a part of daily life beyond the limits. a product offering. “Products like these permeated the lives of an entire generation, becoming part of their experiences, memories, joys, and turning it into a product that identifies with the dynamics of their lives to consumers,” he says.
However, experts agree that keeping a product on a store shelf for 100 years is a feat that is very difficult to replicate. Though it may seem that Sanborns Cologne Water is a product for the elderly, the youngest are not oblivious to its existence.
The reality is that the fragrance has changed. To start, the formula has gone beyond orange blossoms and the fragrance variety has been extended to other renditions, such as the scents of oak and agave. The packaging has also changed, although it retains its green lid and orange flowers on the front label.
join the new generation
“(Sanborn’s Cologne Water) This reminds me of my grandma’s house, when she was a kid, she always smelled the orange blossom cologne in her drawer,” wrote one user in a post where Sanborn wrote about her Shared an old ad for Classic Cologne. And so, there are many examples of how fragrance connects young people to older people.
On channels like YouTube and even TikTok, some advertising clips are aired highlighting its features and product recalls. In a market trying to recall memories and feelings, this invocation of nostalgia is a success, says Gomez. And the Sanborns neighborhood seems to have achieved this naturally, especially because more than just offering a service, it satisfies the sentiments it offers with its purchases.
“With this product, Sanborns managed to understand one market and one society,” says the expert. “The boom of the brand was in the 80s and 90s, now the lifestyle has changed and the competition and forms of buying have increased, this is what determines when the product becomes obsolete. But when that product touches emotion it can win over new generations of consumers, even without everything else.