Smell marketing: subtle aesthetics that cannot be seen or touched
2021-01-24

What's the " Smell Marketing"?

Do you think the coffee smell in Starbucks is really only from coffee? In fact, the strong coffee aroma that people smell in Starbucks stores is not all from coffee beans, but the product of scent marketing-the exclusive Starbucks aroma from the hands of perfumers. Similarly, the popcorn stalls in Disneyland will release the "artificial popcorn scent" when business is low, and soon customers will smell the fragrance.

This marketing model, which is different from traditional taste and visual stimuli, uses specific smells to attract consumers' attention and memory is called smell marketing. The scientific journal Neuron once published a research report stating that among all sensory memories, smell is the least easily forgotten sensation. The data shows that people's accurate recall rate of smell can still reach 65% after one year.

If you want to use the smell to form a unique brand mark, you need to make a scientific design based on the preferences of the target population, so that more people will like the brand because of the unclear taste and become loyal fans of the brand. For example, in the maternal and child product area of the shopping mall, the smell of baby powder will create a warm and comfortable feeling; in the swimsuit area, the smell of coconut will make you associate with coconut trees on the beach; in the underwear area, "comfortable lilac fragrance" "It is said that women can't help but walk into the fitting room.

At the 2007 Frankfurt International Motor Show in Germany, BMW placed a side-source diffuser in its showroom and chose a specially designed BMW fragrance. For a while, guests smelled the fragrance, making BMW's showroom crowded. Car buyers think that new cars have a special smell of brand-new leather, and it is this special "new car smell" that often stimulates consumers' desire to buy cars. The success of this scent marketing was later imitated by major auto manufacturers and 4S shops.

The hotel industry is well versed in the secrets of odor marketing, so different hotels have their own signature odors. For example, the lobby of the Westin Hotel has a unique floral fragrance of white tea, the Langham Hotel has a floral fragrance of ginger, the Hilton Hotel has a combination of lily of the valley, grass and musk, and the Shangri-La Hotel has vetiver, rosewood and amber based fragrances. Each hotel has its own unique fragrance, the purpose is to let guests trigger olfactory memory the moment they step into the hotel, and get a subconscious feeling of being at home.

If the smell in the mall is the marketing of the brand, that person's perfume choice is to highlight the individual's impression. The trend of the perfume market in recent years can be summarized as the decline of popular perfumes, star perfumes are no longer popular, and niche perfumes are becoming more and more popular. When both Diorgen and Chanel N.5 were reduced to "street fragrances", people naturally began to look for more niche scents to stand out from the crowd.

"Cool white open" is a popular flavor in the smell library, and also popular flavors such as "salt air", "laundry room", "window" and "storm". New York's niche perfume brand Demeter recently launched a fragrance called "Book Scent", which is said to "bring you to your favorite bookstore or the library you've been in." The niche aroma of this single scent is more special and iconic. For consumers, the process of discovering these niche perfumes is like discovering a new world.

Male and female users have completely different tastes. The smell of coffee, flowers, toast, oranges and other fruits are all tempting to women, and men have relatively weak perception of smell. Citrus and orange scents are generally accepted by men and women. In the Asian market, naked incense is more popular with consumers. "Oriental sense of smell prefers a refreshing and fluid scent." said Roland, manager of Estée Lauder's perfume department. "Asia's cultural etiquette is not to let one's own scent intrude into someone else's territory. The use of perfume is to improve the refreshing feeling of the skin.

The marketing department of Procter & Gamble once conducted a survey among consumers and found that users who use Rejoice shampoo are generally more satisfied with the core function of the product, "softness", but are quite criticized about the smell of the shampoo. The smell of chemicals is too strong, which makes the product appear cheap, and even creates the impression that the product is "unsafe". Cheap scents generally use artificial flavors, which have a single and pungent odor; high-quality scents are richer, with top, middle, and back notes, with clear themes and mild odors. Even the most advanced perfume, if it is sprayed too much, it will be counterproductive if it is too strong and pungent, making people feel "cheap fragrance".

"Which perfume is right for you" is a frequently confusing question. The same perfume has different fragrances when used on different people, because everyone's sweat and skin texture are different. Therefore, a new industry called "perfume customization" has emerged in the London fashion industry to help customers find the most suitable fragrance.

In addition, choosing the right perfume according to the occasion is a very important fragrance criterion. It is best to choose eau de toilette for daily commuting, with a moderate aura; if you are on a date or attend a slightly grand occasion at night, it is very wise to choose a higher concentration of perfume, which will make it easier for people to be impressed by your signature scent profound.

The use of perfume is also seasonal. In slightly higher temperatures, the perfume will dispense faster than usual, and the smell through the sense of smell will be stronger. Therefore, when choosing a higher concentration perfume, it is necessary to control the amount. In the autumn and winter season, the perfume will be slower and the smell will be longer and longer. It is more appropriate to choose a lighter perfume.

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