Smell is increasingly being recognized as an instant mood-shifting and brain-engaging sense. Research shows that the sense of smell is 10,000 times stronger than our other senses. And in a competitive business environment where brands have an increasingly difficult time differentiating themselves and winning consumer spend and loyalty, they now consider scent as the “Last Branding Frontier”
Olfactive Branding is a natural and powerful extension of the brand’s existing marketing strategy. If the scent is designed exclusively for the brand and transmits not only the brand’s identity through smell but also resonates with the brand’s target market, the scent can have a very powerful emotional response with the end client.
Academic and industry research show that scent can attract consumers, generate more revenue, improve customer satisfaction, and enhance the perception of the quality of a brand. In combination with other marketing cues, scent can heighten brand connection, create stronger communication and deepen brand loyalty.
- Brand recall
A human is able to recognize approximately 10,000 different odors and more impressively, recall smells with 65% accuracy after a year, in contrast to only 50% of visuals after three months. (Sense of Smell Institute). =That means that a brand with an olfactive logo has a 65% chance of being remembered by a consumer while an unscented brand has a 50% chance of being forgotten within the first three months.
- Increased Revenue
According to Zev Auerbach, executive creative director for Miami-based Zimmerman Advertising, an ambient scent works best when it evokes imagery that’s tied to the merchandise. “If you see a bathing suit in a store, and you smell the scent of ocean, you’re more likely to want to buy the suit and go on vacation,” he says. “It’s the combination of the see and the smell.” Auerbach hastens to point out that such a connection isn’t just anecdotal. “This is pure science,” he says.
A Growing Trend
More and more brands are now incorporating scents to strengthen their affinity with their market. Singapore Airlines uses a scent called Stefan Floridian Waters to perfume the cabins of its airplanes. Samsung has reportedly pumped the summery scent of honeydew melons into its New York flagship store, and British Airways diffuses the fragrance of meadow grass in business-class lounges. Sequoia, a scent designed by Lorenzo Dante Ferro, greets guests at New York’s Mandarin Oriental as they step in off the street, much like the alluring blend of citrus and green tea floats from “air machines” strategically tucked into Kimpton’s Hotel Monaco locations.
In the Philippines
We have worked with a luxury property in Davao City for their launch event. They wanted to capture the warmth and comfort of home at the same time staying loyal to the Thai inspirations of the brand. The same scent was used for their natural spa products giveaways for the guests to always remember the event and the brand every time they use the products.
Same thing with another luxury resort in Bicol who wanted to capture the day’s experience in the island from sun up to sun down. The scents are diffused in the event while guests take home scented crystal potpourris made of natural Himalayan Salts that they can display by their bedside. This could help them stay relaxed at the same time suggesting the feeling of how it is to own a piece of property in the island.