Sundae Body turns Sydney gelato shop into scent-mixing experience
Australian beauty brand Sundae Body joined forces with Priceline to transform a Sydney gelato shop into an interactive fragrance experience, merging scent exploration with dessert enjoyment. The Sundae Scent Parlour at Watsons Bay’s Gelatissimo allowed visitors to craft personalized gelato flavors while testing the company’s Scent Stack™ system. Instead of traditional single-note perfumes, guests layered body mists, lotions, and shower products to create unique scent profiles.
This initiative marked Sundae’s entry into fragrance, a category the company launched in August 2025 with six Hair & Body Mists designed for mixing. The collection features floral, fruity, gourmand, and fresh scent families, extending the brand’s food-inspired identity into olfactory experiences. The event let attendees build custom fragrance combinations, reinforcing Sundae’s playful, sensory-driven approach through lively displays and social media-friendly moments.
Founded in March 2021 by entrepreneur Lizzie Binks, Sundae Body originally gained fame with its viral whipped shower foam before expanding into moisturizers, sun care, and now fragrance. The Scent Stack™ concept reflects a broader industry move—positioning fragrance as an essential part of daily routines rather than an afterthought. By promoting scent layering, the brand aligns with consumer interest in customization and gourmand-inspired aromas, which are increasingly shaping beauty engagement outside traditional retail channels.
For Priceline, the partnership broadened its beauty audience’s exposure to Sundae’s full product range in an environment beyond physical stores. The activation demonstrated how experiential retail can strengthen brand identity, using interactive elements to showcase Sundae’s shift from shower-focused products to a full fragrance and personal care lineup.
The launch of Sundae’s six-mist fragrance line signals a deliberate push toward collection-building. The Watsons Bay event served as both a product introduction and a real-time showcase of how scent personalization can mirror the customization found in dessert orders.
