Neurobranding — Case Study 02
Glossier You: The Same “Unique” Perfume
We all want to smell different. So why do we buy the same perfume?
01
Easy to recognize
A simple pink bottle with a red cap cuts through a hundred ornate options — the brain prefers what it can process effortlessly.
02
It’s about you
It isn’t called “Everyone” — it’s called “You.” What connects to our identity grabs attention and is easier to remember.
03
Trust through others
A friend recommends it, TikTok shows it, someone else mentions it — social influence makes us want it too.
