Rediscovering the Role of Scent in Business, Art, Advertising & Lifestyle
MOS uses ambient scent at the launch party for their ‘Nightlife’ new fragrance for him and her.
The club Ministry of Sound have launched two new fragrances for men and women called Nightlife. The fragrance has a fruity and musky scent and is aptly packaged in a funky designed round bottle, capturing the essence of nightlife perfectly.
Post Properties has rolled out ScentAir Technologies scent delivery system across its 62-community, 22,400-unit portfolio, as part of the company’s Branded Leasing Office Experience. That experience is intended to strengthen the Post identity and brand by providing customers with a consistent, pleasant experience from community to community, said Post Properties Director of Branding and Advertising Terri Sherrod
http://www.scentair.com.au/Mailers/Homes/customer-service-centres.html
According to a Study – YES it happened, and YES
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Well the campaign just took a turn down memory lane using the power of smell -no not of milk but the smell of freshly baked chocolate cookies, something that loads of Americans consume together with their milk.
Lessons learned on this one – scent congruency is critical, ie. bus shelters don’t have much to do with eating or buying cookies. As bus shelters are enclosed areas, I understand the unfulfillable craving for cookies drove many to distraction.
Full story by Tara Weiss at Forbes.com:
If you smell an odour for long enough, you eventually stop noticing it. This is because prolonged exposure to a strong smell is believed to saturate the olfactory epithelium with odour molecules to the point where information is no longer delivered to the brain. This is called ‘adaptation’. Loss in smell sensitivity is only temporary and is particular to that ‘over-smelled’ odour. Recovering from adaptation depends on the individual but can range from a few seconds to a couple of minutes.
For this reason it is critical to consider the environment you intend scenting. This is why it is preferential to use scent delivery technology that allows you to create zones or pockets of scent which customers can walk in and out of, thus allowing them to engage and re-engage with the scent, thus preventing unwanted Anosmic reactions.
The new brainchild (or should we say ‘sex’ child) of the Abercrombie family – Gilly Hicks.
See the video clip if you dare…http://www.gillyhicks.com/
True to the Abercrombie & Fitch brand, ScentAir deployed A & F’s scent signature using ScentAir’s HVAC scent delivery system.
If you visited an Abercrombie store, or more so if you have visited more than one Abercrombie’s store you will notice the mood the fragrance creates (together of course with other visual / auditory cues).
It is useful to note that generally scent is most effective when deployed subtly, however the Abercrombie & Fitch brand demands an extreme in-store experience to remain true to itself.
I am almost cover to cover with Rachel Herz’s SCENT OF DESIRE. I will try to surmise a deduced hypothesis that would have notable implications for the business of branding:
“An original scent when paired with an emotional event will (when re-introduced) at a later date, time or location elicit the same emotional experience (in varying degree) even in the absence of all non-olfactory cues present at the original event.”
This is true for both positive and negative events. Take 9/11 as an example. For weeks after the terrorist attack, a unique scent pervaded the air (not intrinsically bad smelling) which elicited no emotional response from people living outside of New York (per research findings), however produced strong emotional reactions in inhabitants of this city who were also present at the time of the attack.
