“A fragrance has the instantaneous and invisible power to penetrate consciousness with pure pleasure. Scent reaches us in ways that elude sight and sound but conjure imagination in all its sensuality, unsealing hidden worlds” – Mandy Aftel
The sense of smell is the only one of our five senses that is directly connected to the part of the brain that processes emotion, memory, and associated learning. You are 100 times more likely to remember something that you smell than something that you see, hear or touch. Scented environments have been shown to reduce typos made by office workers; improve the perception of product quality; increase purchase intent, average unit sales, and duration of a retail visit or stay among consumers; and boost the willingness of consumers to pay more for a product.
True power of olfactory branding is in its unique ability to form immediate, powerful, and differentiated emotional connections with customers, particularly within a category of functionally similar offerings. That’s because a unique scent can spark a memory of associated products or events, even for an incident dating back to one’s childhood. And olfactory recall can extend to 10,000 different odours. The results of developing and diffusing a signature scent can be increased product confidence, brand loyalty, sales volume, price/value perception, and more. Your scent might even create an opportunity for productization, giving you an additional revenue source.
Scent Marketing strategies act effectively on the perception of the quality of the environment, creating unforgettable atmospheres rich in personality, that enhance the emotional experience of both customers and staff. Olfactory communication is crucial because it connects to inner states as emotion and fantasy, having the power to make indelible memories in our mind.