Katrina Rosales
Sephora's Do Not Drink perfume is a unique fragrance that captures the essence of IRIS + MOCHA or Vanille + Fleur de sel. With an eye-catching campaign, Smell with Your Eyes, Sephora collaborated with Instagram creators to translate scents into visual interpretations. The result? A memorable launch that played with the connection between scent and taste. The Do Not Drink fragrance waters are light and perfect for a mood-boosting spritz, with natural ingredients and affordable prices. However, some customers have struggled to find their favorite fragrances again, as certain variations seem to be discontinued.
| Characteristics | Values |
|---|---|
| Name | Do Not Drink |
| Brand | Sephora |
| Variants | IRIS + MOCHA, Vanille + Fleur de sel, Cassis + Passion, Mandarin & Matcha Water, Jasmine & Baies Roses Water, Salt Sweet Water, Blackcurrant Water, Iris & Mocha Water, Sage & Tonka Water |
| Size | 10ml |
| Price | £9 |
| Shipping | £9 |
| Marketing Campaign | "Smell with Your Eyes" |
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What You'll Learn
Sephora's 'Do Not Drink' marketing campaign
Sephora's "Do Not Drink" campaign marked the brand's first foray into the world of perfume. The campaign was unique and eye-catching, with the theme "Smell with Your Eyes." This innovative concept was based on the scientific understanding that scent and taste share the same receptors in the brain, and taste can serve as a powerful proxy for scent.
The campaign featured collaborations with Instagram creators Jessica Herrington and Roman Bratschi, who brought their distinct voices and expertise to the project. Jessica, a neuroscientist specializing in digital sensory experiences, translated fragrance notes into visual cues, creating a multisensory experience for the audience.
The "Do Not Drink" collection included a range of fragrance waters, such as Mandarin & Matcha Water, Jasmine & Baies Roses Water, Salt Sweet Water, Blackcurrant Water, Iris & Mocha Water, and Sage & Tonka Water. These fragrance waters were marketed as being affordable and natural, with 87% natural origin ingredients.
To promote the collection, Sephora utilized augmented reality (AR) ads on Facebook and Instagram, including 3D videos created by Jessica and Roman. The campaign proved successful, with a 17-point lift in ad recall when creator assets were combined with business-as-usual assets, showcasing the power of influencer collaborations in reaching new audiences.
The "Do Not Drink" campaign by Sephora serves as a great example of thinking outside the box when it comes to fragrance marketing. By incorporating neuroscience, visual interpretations, and social media collaborations, Sephora was able to create a unique and memorable fragrance launch that resonated with consumers.
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IRIS + MOCHA scent
The IRIS + MOCHA scent from Sephora's Do Not Drink perfume collection is an oriental floral fragrance for women and men. It was launched in 2020 under the name Eau Corsée (Iris + Moka).
The perfume combines iris and coffee notes, with a hint of citrus. The iris root note gives off an earthy, woody, and powdery scent, while the coffee provides a gourmand, mocha base. Some reviewers note that the patchouli note is too strong, overpowering the other scents. However, others appreciate the light scent, making it suitable for daytime wear.
The perfume has received mixed reviews. Some people enjoy the distinct iris and violet notes, while others find the overall scent too floral and even nauseating. The longevity and sillage of the fragrance are rated around 2.5 and 1.8 out of 5, respectively, indicating that it may not last as long as some wearers would prefer.
Despite the mixed reviews, the IRIS + MOCHA scent has some positive aspects. It is vegan and cruelty-free, and its affordability makes it an attractive option for those looking for a light, daytime fragrance with unique notes of iris and coffee.
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VANILLE + FLEUR DE SEL scent
Sephora's Do Not Drink Vanille + Fleur de Sel is a unique, Oriental spicy fragrance for women and men. The vanilla scent is strong without being overwhelming and is balanced by a salty touch, reminiscent of the beach. The perfume was launched in 2020 and has garnered mixed reviews, with some praising its uniqueness and longevity, while others found it too salty and nauseating.
The vanilla fragrance is derived from Madagascan vanilla, also known as Vanille de Madagascar, and is paired with Fleur de Sel, or Flower of Salt, creating a sweet and salty combination. The perfume also features notes of Bergamote d'Italie, or Bergamot from Italy, which adds a slightly strange, intriguing twist to the scent.
The longevity of the perfume has been a topic of discussion, with some reviewers claiming it lasts a long time, while others report it disappearing after half an hour to 45 minutes, leaving only a subtle vanilla fragrance on the skin. The scent has been described as warm, mysterious, and deep, with a hint of salt that gives it an aquatic feel.
Despite being a relatively affordable option, the Vanille + Fleur de Sel perfume appears to have been discontinued by Sephora, much to the dismay of some customers who are seeking backups or dupes. The unique combination of vanilla and salt has created a dedicated following, with some praising its simplicity and balance, making it a memorable and nostalgic scent.
Overall, the Vanille + Fleur de Sel scent from Sephora's Do Not Drink collection offers a distinctive and intriguing fragrance experience, blending sweet and salty notes to create a lasting impression.
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CASSIS + PASSION scent
The CASSIS + PASSION scent by Sephora, also known as Eau Acidulée, is a fruity fragrance for women and men. Launched in 2020, the scent is described as simple, sweet, and tart. It combines notes of passion fruit, blackcurrant, and blueberries, with some reviewers noting that it reminded them of fragrances by The Body Shop and Victoria's Secret.
While some reviewers enjoyed the scent, others found it off-putting, describing it as "sour in all the unpleasant ways" and reminiscent of "pungent sweat" and "chemical acid." The same reviewers also noted that the scent did not smell natural, contrary to the intention of the fragrance line.
Despite mixed reviews, the CASSIS + PASSION scent is said to be long-lasting, with a decent sillage, depending on the wearer's skin chemistry. It is reported to come in three sizes: 15 ml, 30 ml, and 50 ml.
Overall, while some may find the CASSIS + PASSION scent enjoyable, particularly during the summer months, others may be put off by its unusual sour notes.
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JASMINE + BAIES ROSES scent
Eau épicée (Jasmin + Baies Roses) by Sephora is a floral fragrance for women and men. It was launched in 2020. The scent is a blend of jasmine and baies roses, with hints of pink pepper. The jasmine + baies roses scent is perfect for those who want a simple, affordable, no-frills perfume that can be worn when travelling or in the office. It is also suitable for hot climates, as it projects well in Mediterranean heat (over 27 Celsius).
The jasmine + baies roses scent has received mixed reviews. Some people enjoy the scent, with one reviewer mentioning that they received a lot of compliments, mainly from women aged 30 and above. This reviewer also mentions that the jasmine note is strong, and the other notes become noticeable after a few hours. However, another reviewer mentions that while the scent is nice and simple, it is not their thing.
In addition to the Sephora perfume, there is also a natural fragrance oil by makesy® with the same jasmine + baies roses scent. This fragrance oil is ideal for soap and candle-making enthusiasts, and can also be used for home cleaning, bath and body products, diffusers, room sprays, hair care, incense, and more. The scent is described as intoxicating and luxurious, evoking the passion of a sultry summer day.
Sephora also offers other jasmine perfumes, such as Born in Roma by Valentino, which blends jasmine with vanilla and woods, and Coral Fantasy, which blends orange, rose, and jasmine with a bright, fruity aroma. Flowerbomb Extreme by Viktor&Rolf is another jasmine perfume available at Sephora, featuring key notes of raspberry, rose absolue, and vanilla bean. This perfume is described as a powerful and liberating feminine fragrance with an ultra-addictive aura.
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Frequently asked questions
"Do Not Drink" is a creative campaign by Sephora for its first perfume launch. The campaign theme, "Smell with Your Eyes," incorporated images to suggest certain tastes.
The "Do Not Drink" collection includes Mandarin & Matcha Water, Jasmine & Baies Roses Water, Salt Sweet Water, Blackcurrant Water, Iris & Mocha Water, and Sage & Tonka Water.
The fragrances are approximately £9 for the smallest size of 10ml, with two other sizes available and six fragrances to choose from.
You can purchase the fragrances on Sephora's website or on Sephora.fr.
Reviews are mixed. One customer praised the Mandarin & Matcha Water for its light citrus hit with a faint backdrop of mossy matcha, while another customer disliked the Iris & Mocha Water, describing it as pungent and nauseating.
