Amorecco

Amorecco came to us with the world’s first edible parfum — a rare category creation that fused scent and taste.

The ambition wasn’t small: position this as a new kind of luxury accessory, as emotionally resonant as it was sensorially disruptive. But the path wasn’t clear.

How would the product be used, who would buy it and what inspired their purchasing behaviours?

The intimacy and fragrance categories each came with their own constraints. Fragrance was crowded with heritage-heavy luxury and hyper-scientific innovation — leaving little space for something sensorial and emotional.

Meanwhile, the intimate wellness space was fragmented and fraught. In the UK especially, sexuality is still swaddled in awkwardness; our cultural relationship with pleasure tends toward irony, innuendo, or silence.

“Wellness” becomes a vague corporate spiel, and “edible” risks being dismissed as a novelty. For a product designed to celebrate connection, the landscape was broken.

Launching Amorecco meant giving form to something culturally ambiguous — defining a space that didn’t yet exist. One that could cut through embarrassment with elegance, and create a culturally fluent language for modern intimacy.

We applied the matter and mean more framework Amorecco’s category creation problem: we allow ourselves to be guided by the nuance of behaviour and emotion.

We question everything, seeking larger patterns to reinforce insight with integrity.

‍Research methods deployed included:
o 20+ contextual ethnographies & in-home observations
o 80+ one-to-one interviews with beauty editors, fragrance buyers, and consumers
o A dual-mode consumer survey probing both System‑1 predispositions and explicit buying behaviour
o A scent-focused competitive shopping audit, plus landscape mapping across fragrance, wellness, beauty, and sexual wellness
o Social listening, community analysis, and media trend reviews
o Over 30 industry reports and academic reviews—from Meltwater and Morgan Stanley to research olfaction in sexuality.

Three Brand Drivers emerged:

Buying Identity
‍Every person we spoke with said they weren’t just buying a perfume—they wanted a fragrance that felt uncommon, unique, a claim to identity. Scent is an intimate part of building self-concept and individuality.
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The Desire to Be Desired
‍Buying a fragrance often tied to external validation, Whether seeking romantic attention or social affirmation, scent became a tool. For partners or when courting, many consumers would defer to others preferences over identity.
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Presence-Crafted Rituals
‍Consumers employ different scents for daily identity and for moments they want to feel extraordinary. Rachel Herz showed that combining taste and smell enhances memory encoding—exactly what Amorecco activates. And 70% of consumers will pay more for sensory-driven, and mindful products.

The opportunity lay in multi‑sensory activation—taste, scent, touch, emotion—all in one. Elevating intimate moments.

Across the body of primary research we interviewed over 80 individuals. Only 6 had bought an *unknown scent online. 57% of those who did, had it recommended by close friends or family.

But over two thirds of sexual wellness and intimacy sales are made online.

In the UK we’re too embarrassed to explore pleasure products in person, yet we won’t invest in sensory accessory without experiencing them?

So how do we build a digital brand and experiences that can embrace beyond the sensory shortfall? Our strategy was designed to make a digital brand feel sensory.

Applying Kantar’s ‘Find New Space’ accelerator blueprint, our goal was to define not just a product, but a new usage occasion and category narrative.

This meant building a brand that didn’t merely fit in the intimate wellness aisle—but would drive us to explore it.
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Approach:

Interviews & Ethnography: We interviewed users about their rituals around intimacy, self-care, and special occasions.

‍Competitive Landscape: Mapped out the emerging "intimate wellness" category, identifying white space in emotional tone and language partnered with industry experts.
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‍Psychographic Insights: Identified the shift from performance-based sexual wellness to mindful, sensory-centred self-connection.

Amorecco wasn’t an intimacy product. It was an experience and connection amplifier.

We were acutely aware that in emerging D2C spaces, brands that build mental availability through emotive clarity and functional distinction can command both price premium and social currency. Our solution was architected to do both.

Our brand strategy pivoted around a new organising idea: multi-sensory intimacy for presence, connection and play.

Emotive Positioning: Framed Amorecco not as functional or provocative, but as deeply sensorial and soulful.

‍Naming Strategy: Proposed evocative but relatable names with effortlessly nostalgic connotations like "Late Night Gelato”

‍Narrative Themes: Developed brand pillars that explored intimacy as self-care, pleasure as wellness, and presence as luxury.

‍Product Strategy: The product language focused on the sensory; touch and taste to immediately communicate the product’s difference, and borrowed from elegantly from beautility to communicate innovation and product efficacy. 

‍Category Clarity: Structured the brand around an emerging space of intimate sensory accessories, soulful interactions and presence as the antidote to modern days of disconnection.