Scent Marketing – Deepening Customer Connections
The sense of smell is the strongest and most primal of all our senses. It protects us from drinking milk that’s turned sour and alerts us to the presence of natural gas. It vividly reminds us of moments – good or bad – we first experienced decades ago. It is the first of our senses to evolve in the evolutionary chain and the sense with the strongest, most accurate level of recall. Scent is processed by the limbic system in our brain which is responsible for memory and emotion processes.
In marketing, scent can be highly effective in helping us distinguish one product from another. It can trigger a memory or desire that influences a purchase decision. Alternatively, scent can remind us of pleasant associations, whether that is "home", the beach or a meadow. These associations help to create an environment in which we feel comfortable, "at home". In a consumer setting this impacts our decision to stay longer and consume more.
Across industries, businesses are using scent as part of multi-sensory marketing strategies to enhance customers’ experiences of a location and its products or services. These experiences allow customers to develop deeper memories and emotional connections with the brand and promote sales and loyalty.
Fragrance Safety and Regulation
The scientific director of the International Fragrance Association (IFRA) provides an overview of the regulatory environment for the fragrance industry, regulatory bodies, the fragrance regulation process and the segment's relative preparedness for overarching regulation.
By Matthias Vey, GCI Magazine.
Top 10 Scents
Compiled by Scent Marketing Institute/SCENTtrends
- Feel safe, secure and nostalgic: Talcum powder
- Be more alert: Peppermint, citrus
- Relax: Lavender, vanilla, chamomile
- Perceive a room as smaller: Barbecue smoke
- Perceive a room as bigger: Apple, cucumber
- Buy expensive furniture: Leather, cedar
- Buy a home: Fresh baked goods
- Browse longer and spend more: Tailored floral/citrus scents
- Develop road rage: Unpleasant smells (rotting rubbish, air pollution)
- Become sexually aroused: For men: pumpkin pie/lavender For women: the sweat of nursing mothers
Note: Individual memory plays a role. If you have had a traumatic experience involving vanilla, you probably will not find that smell pleasant at all.