Mist Opportunity?
If you’ve ever fished around your purse for a hand sanitizer and pulled out a sleek, pastel-colored Touchland Power Mist, you’re not alone. The brand has built a cult following with its chic, compact hand sanitizers, turning an everyday essential into a trendy accessory. And for $10 a pop at Sephora (and now Target), they’ve mastered the art of making hand hygiene feel a little more luxe. But after years of sticking to what they do best—releasing new scents in their signature sanitizer mist format—Touchland just took a surprising turn.
Instead of expanding into the logical next step—a compact, hydrating hand cream to combat sanitizer-induced dryness—the brand has launched Power Essence Body & Hair Mists. That’s right. The same fine-mist delivery system that made their hand sanitizers famous is now being used for fragrance. It’s a bold move, but is it a good one?
Meet The Power Essence Body & Hair Fragrance Mist
The new mists retail for $20—exactly double the price of the hand sanitizers—and come in the same sleek, TSA-friendly packaging, just wider and longer.
The launch includes eight scents so far, with names like Vanilla Velvet, Rich Pistachio, and Cashmere Woods. The brand describes them as “a skincare-infused body & hair fragrance mist, enriched with hyaluronic acid, niacinamide, and panthenol, that leaves skin and hair hydrated, refreshed, and smooth.”
The Competition
The fragrance mist space is already packed with fan favorites like Sol de Janeiro’s fruity, floral scents and Phlur’s modern, viral blends. But Touchland has two major advantages: its ultra-fine mister and its slim, travel-friendly packaging.
Anyone who’s used a traditional body mist knows the sprayers can be a bit aggressive—sometimes leaving your skin feeling overly wet or unevenly coated. Touchland, on the other hand, has perfected a fine, even mist that feels weightless.
But what about the scents? That’s the real question. Touchland’s hand sanitizers have always been more about playful, straightforward scents. If they bring that same DNA to their body mists, it’ll be interesting to see how they stack up against the competition in terms of longevity and complexity.
A Fun & Inclusive Social Campaign
Ahead of the launch, Touchland ran a Move Your Mood Sweepstakes, a giveaway designed to highlight the connection between scent and emotions. The contest offered winners a 3-day trip to one of eight dream destinations, each inspired by the unique essence of their new body and hair mists. This marketing approach leaned heavily into the idea that fragrance can transport you and shift your mood, reinforcing the positioning of the mists as more than just a scent—they’re an experience.
To build more buzz, Touchland sent a PR box featuring all eight scents to influencers, encouraging them to share their experiences online. The brand is also running a social giveaway, giving fans a chance to win the full collection. These influencer collaborations and giveaways have helped amplify excitement throughout the product’s official rollout.
In an effort to further promote this new category, Touchland has also rolled out a series of creative social videos featuring people of all genders, ages, and races misting on the new fragrances. Each video starts with the person saying, "I want to feel..." before applying the mist, making fragrance a personal and expressive moment.
Given that the brand is loved by tweens and younger audiences, this campaign feels fresh, modern, and highly relatable. Touchland is continuing to release these videos, further solidifying its identity as a brand that celebrates diversity and individuality.
Will It Take Off?
Right now, Touchland’s new mists are online-only at Sephora, and reviews are still trickling in. The early ones are positive, but it’s too soon to say if these will reach the same viral status as their hand sanitizers.
The brand has gone all in on the launch, teasing it heavily on social media and shifting most of its content to focus on these new fragrance mists. Given their past success, it wouldn’t be surprising to see these become an influencer favorite.
The real test will be whether people see these as a must-have or just another body mist in an already crowded market. But one thing’s for sure: Touchland knows how to make everyday essentials feel fun, fresh, and just a little bit fancy. And if these mists deliver, they might just be onto something big—again.
Comments