Sundae Body launches interactive scent-mixing event in Sydney
Sundae Body and Priceline turned Gelatissimo in Sydney’s Watsons Bay into the Sundae Scent Parlour, an event blending fragrance discovery with gelato-inspired indulgence. The activation celebrated the brand’s Scent Stack™ concept, where guests mixed and layered body care fragrances instead of relying on a single signature scent.
The immersive experience let attendees customize their own scent combinations, pairing Sundae Body’s body care products with gelato flavors and toppings. Bright displays and sensory stations encouraged experimentation, aligning with the brand’s playful, food-themed aesthetic. The event also highlighted Sundae Body’s shift from shower-focused products to a broader fragrance and personal care lineup.
Founded in Melbourne in March 2021 by entrepreneur Lizzie Binks, the brand started with its signature whipped shower foam, packaged like whipped cream. Since then, it has expanded into moisturizers, sun care, and, most recently, fragrance. In August 2025, the company launched six Hair & Body Mists, designed for individual use or layering, featuring floral, fruity, gourmand, and fresh profiles.
By framing fragrance as part of daily rituals, not just a finishing touch, the brand taps into rising consumer trends for personalized scent experiences. The Scent Stack™ approach mirrors broader industry shifts, where beauty brands use experiential activations to drive engagement beyond retail shelves.
For Priceline, the collaboration extended its beauty audience’s connection to Sundae Body’s full product range in a setting that went beyond traditional shopping. The event showed how fragrance is reshaping consumer habits, with brands leveraging interactive experiences to build loyalty through customization.
