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Sight, sound, touch, taste …
Smell : The strongest Sense

Modern branding requires the combined use of all 5 senses, in order for the brand to diversify and achieve an emotional linkage with customers. Currently, brands aim to provoke the emotional reactions that will help customers identify with the brand, captivating them and converting them into fans.
Scent marketing is the “new black” in marketing. The sense of smell is the sense most directly linked to the brains emotive and memory centre (limbic area) and the way for the establishment of unique experiences.
The sense of smell is an excellent tool for the improvement of the “moment of truth” for brands.



The main benefits from using scent in branding are the following:
– to establish a pleasant experience for consumers by enhancing atmospherics.  Effectively, by choosing the scent that will cause the right mood among visitors to the site, we are offering them a special and very sophisticated consumer experience.
– By linking the brand to a specific aroma, we create a record in the consumer’s brain, which is very powerful because it has a deep emotive basis. Thus, each time the consumer comes into contact with the scent, they will automatically recall our brand. One example is the scent of baby powder, which photographically brings to mind the Johnson & Johnson product, even if we cannot remember the exact logo.
Sensory branding is based on 3 fundamental objectives:


  •  The emotional attachment between the consumer and the brand
  •  The optimized relationship between expectation and reality
  •  The reinforcement of the brand, so as to support product extensions


On the basis of the findings scent has 3 main emotive effects:


Nostalgia : Many experiments have used the scent of Crayola markers or Play-doh, which automatically and directly provoke memories and emotions of childhood. Although these memories originate in long-term memory, they remain powerful and unimpaired because they are deeply engraved in the mind through the sense of smell. The use of these scents, which acquire an “autobiographical” character, is exceptionally effective in branding.


Mood: Science has now confirmed what ancient Egyptians always claimed, that scents contribute to an optimistic perception of reality. Besides, the whole science of aromatherapy is based on this assumption. Already, studies published in September 2008 certify that pleasant smells not only affect the perception of reality, but also the quality of our dreams.
Extensive scientific research, mostly led by Alan Hirsch M.D.,  has decoded the relationship between scents and moods. Thus, there are scents that cause relaxation, others that enhance sports performance and increase energy levels, scents that cause happiness. Moreover, concentration, or the sense of familiarity, can be enhanced with the use of specific scents.


Desire: In April 2007, 100 petrol stations in California were scented with the aroma of warm coffee. This led to a sharp increase in coffee sales, exactly because the scent created an immediate desire. Similarly, supermarkets in America commonly scent their entrances, or even the whole store, with the aroma of freshly-baked bread, so as to create the sense of hunger in consumers, leading them to buy extra foodstuffs, even if they were not on their shopping list. This effect derives from the fact that we consume in order to cover our primary needs, and desire is an impulse deeply rooted in our nervous system.