From non-fungible tokens to augmented reality, and live commerce to the metaverse, major beauty brands are increasingly pursing multi-sensory strategies in the digital space, according to panel of industry experts.

Just like how scents are known to trigger memories, the multi-sensory concept is designed to stimulate the five senses to elevate experiences and conjure lasting impressions.

Many brands have jumped onto the multi-sensory bandwagon by injecting their products or stores with elements that appeal to the touch, sight, smell, hearing and taste.

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