Aroma is the 'New Black'

N.Y. grocery turns to scent marketing

Terry Jacobson — Tue, 19 Jul 2011 11:07:52 +0000

July 18, 2011 11:19 AM

N.Y. grocery turns to scent marketing

(CBS News)A supermarket chain thinks the fastest way to its customers’ pockets is
through their noses, so it’s filling up the aisles with intoxicating, artificial
food aromas to entice customers to buy.A Net Cost supermarket in Brooklyn, N.Y., has specialized scent machines
mounted on its walls that fill the air with a never-ending scent of decadent
milk chocolate or fresh-baked bread, among other scents.The Brooklyn supermarket has five of the machines, including a grapefruit
smell in the produce section, chocolate in the candy aisle and rosemary focaccia
by the bakery.”Early Show” Contributor Taryn Winter Brill reported ScentAir, the company responsible for these
machines, offers 350 kinds of smells to choose from. The machines are part of a
marketing campaign that targets a shopper’s sense of smell. But if you’d like to
create your own original scent, it will cost you $5,000.

The store’s merchandise coordinator, Angelina Khristichenko, says she
installed the machines two months ago after hearing about them overseas.

“I think because of these machines it makes customers hungrier,” she said.

Brill explained the goal is simple – make customers hungry, and in turn,
they’ll open up their wallets.

Sales in the grocery’s produce department, Brill reported, have gone up at
least seven percent. So with each machine costing $99 a month, this market says
it’s made a good investment.

Khristichenko told CBS News, “So far so good, everyone’s enjoying it,
everyone loves it.”

In the U.S., consumers spend an estimated $500 billion a year on food. With
smell accounting for 75 percent of what we taste, Brill remarked there’s no
denying a psychological effect.

Melvin Oatis, clinical supervisor of the New York University Child Study Center,
said, “The sense of smell is so primal, it goes into an odor part of the brain
before it can all register and it’s an unconscious wonderful thing that happens
to you. So that sense of smell actually translates later into, ‘Oh, I wasn’t
even hungry, but now I want popcorn.’”

But it isn’t the smell of fresh popcorn that’s overwhelming shoppers in this
Brooklyn store – it’s smoked meat, among other scents.

When one woman learned that the smell of smoked meat wasn’t real in the meat
department, she wasn’t bothered by the artificial scent because she said she
liked the smell.

“It’s working,” she said.

On “The Early Show,” Brill added the Brooklyn supermarket says they also hand
out free food samples so customers can actually taste products. With the scent
machines, the market says it’s a winning combination.

http://www.cbsnews.com/stories/2011/07/18/earlyshow/main20080320.shtml

The Scent of Departure

Terry Jacobson — Thu, 19 May 2011 10:28:38 +0000

“For many travelers, sharing the memory of their trip is as pleasurable as the experience itself. However, while photos, food, music and art can give a flavour of foreign climes, capturing the smell of a city has remained somewhat more problematic. Enter Scent of Departure, a new perfume sold in airport duty-free shops that aims to capture a city’s fragrance in a bottle.

The 50ml bottles carry the three letter code of the airport they are purchased in, and the fragrance inside is designed to evoke that city’s atmosphere. For example, in the company’s own words, the Vienna perfume is reminiscent of “A walk from the peaceful Danube – banks full of enchanting scents of fresh mint, cut grass and water flowers – to an outdoor breakfast in the Palace garden of Belveder. Enjoy the garden’s baroque atmosphere and the gourmand scents of Wien’s pastries, delicious with their gourmand notes of vanilla, liquorice, chocolate and coffee.” Created by Parisian Gerald Ghislain and Magali Senequier, the scents currently listed online represent Munich, Vienna, Istanbul, Budapest and Frankfurt. The bottles carry a suggested retail price of EUR 29, and are due for full global release in late 2011.”

http://www.thescentofdeparture.com/
http://www.springwise.com/fashion_beauty/scentofdeparture/

Filed under: Scent in the Media Tagged: airport, city branding, perfume, scent of departure, travel

Eau De Engine, the New Scent by Team Vodafone

Terry Jacobson — Tue, 14 Dec 2010 15:03:11 +0000

Vodafone has launched a new cologne that smells of burnt rubber and gasoline to promote its TeamVodafone and involvement in the Sydney 500.

The ‘Eau de Engine’ cologne, which has been created by ideas agency Tongue, is aimed at men and carries the strapline, “Why smell like a man, when you can smell like a V8”.

At Vodafone, we believe there is nothing more enthralling than the pungent smell that froths from the underbelly of a V8 Supercar.

This intoxicating aroma of ethanol mixed with burnt rubber, just does it for us every time. As principal sponsor of TeamVodafone, we’re proud to announce the launch of Eau De Engine; a stunning new fragrance for men that embodies everything we love about racing- the heroism, the unihibited masculinity, the V8 power, and let’s not forget, the unforgettable scent of burnt rubber.

“Both Jamie and I have been fortunate enough to climb to the top of the V8 mountain and inhale the rarefied air usually reserved only for V8 motor racing winners,” explains Craig Lowndes, TeamVodafone driver. “This is a chance for all Australians, not just motor sport enthusiasts, to know exactly what that smells like.”

Jamie Whincup, brings further light to the philosophy behind Eau De Engine by explaining, “There is nothing like the sweet smell of success, mixed with grease and burnt rubber. Behold the scent of motorsport passion! May the true essence of this great sport ignite the nostrils, and unleash the zeal and passion of the Australian public.”

Why smell like a man, when you can smell like a V8.

http://blog.vodafone.com.au/blog/news/eau-de-engine-fragrance-by-teamvodafone/
http://www.bandt.com.au/news/breaking-campaign–vodafone-races-ahead-with-v8-co

Filed under: Aroma Marketing, Business using Scent, Campaigns, Scent in the Media Tagged: B&T, bandt, Tongue, Vodafone

33 Week Pregnant Shopper Labouring for ION Orchard Scent

Terry Jacobson — Wed, 03 Nov 2010 09:54:40 +0000

…” Hope this finds you well. I have a rather weird request but I hope you’re able to help me. I’m 33 weeks pregnant and I’m starting to plan for my delivery which can happen anytime 4 weeks from now. Being a rather avid shopper, I spent a lot of time shopping at ION during my pregnancy – particularly because of the scent that ION uses. I found the scent very calming and relaxing. I understand that this is a signature scent specially created by the mall but I was wondering if I can buy a small amount of this scent to use in my labour suite. As far as possible, I’d like to create for myself a calming environment when I deliver. But try as I might, I cannot find another scent/essential oil that relaxes me as much as the ION scent. I hope you’re able to help me. Thanks!”

This is an unedited correspondence

Tagged: ION Orchard, scent shopping mall

“Aroma billboards on way to Australia.” – Sydney Morning Herald

Terry Jacobson — Sun, 03 Oct 2010 13:23:26 +0000

Mark Russell, from the Melbourne Age, talks to us about Scent Marketing as a trend. He anchors his article on the billboard we recently scented in North Carolina.

http://www.smh.com.au/business/media-and-marketing/making-you-hungry-well-it-makes-scents-20101002-161vz.html

A rare sight, for now… the aroma of grilled beef wafts from this US billboard.

IMAGINE driving along the freeway and suddenly getting a whiff of what smells like a grilled steak.

Welcome to scent marketing, a concept proving popular with an increasing number of businesses.

America’s first scented billboard, depicting a towering fork piercing a giant piece of meat, has been erected on the River Highway in Mooresville, North Carolina, pumping out the smell of grilled steak to promote the Bloom grocery chain’s new line of beef.

A high-powered fan attached to the base of the billboard pole disperses the aroma of black pepper and charcoal by blowing air over cartridges loaded with fragrance oil.

Another US company, ice-cream chain Emack & Bolio’s, has also boosted sales by setting up an “aroma billboard” sending out the scent of waffle cones to attract customers to its store in the Hard Rock Hotel in Orlando, Florida.

The company behind both billboards, ScentAir, says it’s only a matter of time before we see similar signs in Australia. ScentAir’s Terry Jacobson said the power of smells could not be overestimated.

Certain smells could bring back pleasant memories. In a shop that might make customers look at a product for much longer than they normally would, increasing the likelihood of them buying it.

Scent marketing, the subject of an international conference in Miami next month, has become so popular that companies are developing and trademarking signature scents, including beer-scented darts, lavender-scented tyres and fresh cut grass-scented tennis balls.

The Kumho Tyre Company says its lavender-scented tyres, which cost up to $330, have been a success in Australia and overseas. The Ecsta DX Aroma tyre is designed for “trend-setting, fashion-conscious drivers”, the company says.

The scent – lavender, with hints of mint, iris and white musk – can be smelt within 10 metres of a vehicle. It lasts for about a year and is most noticeable immediately after normal driving, when the tyres are warm.

In Japan, the Matsuzakaya department store releases different scents into the air at various times of the day. Stimulating scents are released to invigorate shoppers earlier in the day and soothing scents for weary shoppers are released later.

Alex Cosic, from Australian firm Air Aroma, estimates more than 200 companies in this country are using scent marketing, spending up to $10 million a year.

Officeworks is trialling a coffee scent at its South Melbourne store, and the organisers of the Melbourne Food and Wine Festival plan to diffuse the scent of chocolate through Federation Square in March next year.

“In business we always speak about differentiation, innovation and competitive advantage . . . that’s what bring success,” Mr Cosic said.

“So in order to succeed, brand managers are looking for innovation that will differentiate their product from other brands.

“Scent marketing is becoming a must-have kind of marketing tool.”

Filed under: Business using Scent, Campaigns, Images of Scent, Scent Marketing, Scent Delivery, Scent in the Media, Scent Marketing Case Studies Tagged: Aroma Billboard, Melbourne Age, Scent Billboard, Sydney Morning Herald

Sweet smell of success on Orchard Road – The Australian

Terry Jacobson — Sun, 18 Apr 2010 16:23:26 +0000

“What scent will make you spend more? Probably a subtle mix of natural herbs, fruits and flowers as blended by fragrance consultants (THAT WOULD BE US) of Singapore’s super-cool, ultra hi-tech retail mall ION Orchard in the heart of the city-state’s main retail precinct in Orchard Road.”

“ION Orchard was designed by British architectural firm Benoy, retail design specialists who created the Bullring in Birmingham and Lend Lease’s Bluewater shopping centre outside London, and at last year’s real estate summit in Hong Kong, MIPIM, it was named best shopping centre in Asia.”

Credit: The Australian, March 29, 2010

http://www.theaustralian.com.au/news/executive-lifestyle/sweet-smell-of-success-on-orchard-road/story-e6frg9zo-1225846957347

Filed under: Business using Scent, Scent in the Media Tagged: customer experience, ION Orchard, scent marketing, Sensory Branding, Shopping Mall

Smell Chocolate, Feel Better – says research

Terry Jacobson — Sat, 10 Apr 2010 10:46:43 +0000

Smell Chocolate and feel better, says research

Neil Martin at the Human Olfaction Laboratory at Middlesex University, discovered the power of chocolate in an experiment where he filled rooms with three smells, one of chocolate, a “malodour” of machine oil, which most people find unpleasant, and a lemony, pleasant-but-alerting odour, then monitored testers’ moods.

“The aim was to compare the effects of pleasant and unpleasant ambient odours on stress, anxiety, depression and mood,” Martin explains.
“…so far it seems that the smell of chocolate really does make people less stressed and anxious, and more relaxed.”

“In another study we looked at the effect of chocolate on brain activity,” he says. Martin used EEG (electroencephalography) technology to record his participants’ brain waves as they sniffed the air, and found that in both experiments, the chocolate smell consistently led to a reduction in a particular type of brain activity called theta, which is thought to be an index of attentiveness. ” Theta levels dropped, indicating a less stressed and more relaxed state of mind for participants.

Credit:
http://www.smh.com.au/lifestyle/wellbeing/chocolate-find-smells-like-a-theory-20100407-rsel.html

http://www.guardian.co.uk/education/2010/mar/30/chocolate-relaxation-scent-studies

http://www.taipeitimes.com/News/feat/archives/2010/04/01/2003469436
http://www.watoday.com.au/lifestyle/wellbeing/chocolate-find-smells-like-a-theory-20100407-rsel.html

Filed under: Biology of Smell, Images of Scent, Scent Marketing, Scent Delivery, Research on Scent Marketing, Scent in the Media Tagged: chocolate, human behaviour, reserch, scent

Fashion Season in the Air at ION-Orchard

Terry Jacobson — Fri, 02 Apr 2010 07:03:40 +0000

Spring into a Scentsational Season

Spring shopping at ION Orchard promises to surprise and delight the senses with a floral wonderland exuding the Mall’s unique signature scent.

Visit L1 Atrium and B2 Concourse for a “scentsational” experience.

Campaign Credits -
ION Orchard (arguably Singapore’s premiere shopping destination) – http://www.ionorchard.com/
AllSense (ScentAir Singapore) – http://www.allsense.com.sg
DDB Singapore – http://www.ddb.com.sg/

Filed under: Aroma Marketing, Business using Scent, Campaigns, Images of Scent, Scent Marketing, Scent Delivery Tagged: AllSense, DDB, fashion, ION Orchard, scentair, shopping, Visual Merchandising

CityCenter Las Vegas comes to Life

Terry Jacobson — Mon, 22 Feb 2010 08:09:31 +0000

named Best Commercial project of 2009

CityCenter Las Vegas…the newest section of “desert gold” named Best Commercial project of 2009, the 18 million square foot complex has emerged replete with starchitecture, job opportunities and of course, the smell of success with ScentAir providing scent delivery technology in four of the five luxury resorts.

ScentAir’s presence is noticed immediately in the enormous spaces designed for spas, dining, shopping and residing. Each property destination has been fitted out with ScentAir’s HVAC technology (the ScentStream) to effectively disperse an exclusive palette of custom created fragrance across their environments, delivering on the promise of a rewarding and engaging guest experience.

Aria Resort & Casino offers over 4,000 guestrooms, 16 restaurants, 10 bars and lounges, 300,000 square feet of meeting space and a full service spa. The fragrance they chose consists of sheer green florals below citrus notes and finishing with vanilla and musk.

Vdara Hotel & Residences greets its guests with a fresh green fig scent and hints of Cassis throughout its non-gaming, smoke-free property. Over 1,400 suites are available, in addition to a sparkling Sky Pool and cabana area.

Crystals Retail & Entertainment is home to an astonishing collection of the world’s most famous elite retailers. Wafting through the open space is a sophisticated green floral fragrance built upon the richness of amber & patchouli softened by notes of fine woods and musk.

Last, but certainly not least, is the majestic Mandarin Oriental Las Vegas. Long known for sincere service and luxurious amenities, the hotel’s crisp scent of citrus and melon notes are balanced by warm spices and myrrh.

Suzanne Robertson, ScentAir’s Gaming Development Manager in Las Vegas, has been working with marketing managers and creative directors since 2006, when CityCenter was just a pie-in-the sky concept. Her invaluable knowlege and influence were depended on heavily as the project took shape.

Other ScentAir Casino clients include City of Dreams (Macau), The Venetian and The Mandalay Bay

Filed under: Architecture and Design, Business using Scent, Images of Scent, Scent Marketing, Scent Delivery, Scent in the Media Tagged: Casino, hvac, las vegas, scent

World’s Largest Scented Billboard

Terry Jacobson — Wed, 06 Jan 2010 08:42:32 +0000

In a marketing campaign for Unilever’s Shampoo Pinuk, ScentAir installed a custom fragrance delivery system to deliver the Shampoo Pinuk fragrance along the sidewalk beside the 394 foot long billboard. The billboard is located next to Ezriali Mall in the heart of Tel Aviv. The billboard is the largest outdoor fragrance project in the world with systems capable of covering over 110,000 square feet.

Posted in Aroma Marketing, Campaigns, Scent in the Media Tagged: billboard, promotion, scentair, Unilever