Mastercard’s Priceless perfumes deliver sensory marketing with a purpose

Stephen Whiteside

Mastercard, the payments company, has tapped into the power of scent as it finds new ways to engage consumers using sensory marketing.

Mastercard, the payments company, believes it has sniffed out a distinctive route to consumer engagement by introducing a custom-made “Priceless” line of perfumes.

First unveiled during an event held by non-profit Fashion Group International (FGI) in New York during October 2021, its pair of scents – named “Priceless Passion”, which boasts a rose-and-honey signature, and “Priceless Optimism”, which offers tart burst of citrus – are now available as a set to Mastercard cardholders in select countries.

These fragrances are not only sold as a duo, commanding $88 for a 10ml travel size or $178 for the full-sized 50ml...

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