The Power Of Scent: Influencing Marketing Strategies

Fragrance has a powerful effect on our moods, memories and behaviour. It can inspire moods, conjure past memories and touch limbic nerves that other forms of visual advertising can’t. Fragrance can be used to emotionally affect the senses of those it comes in contact with, and can be used to lure customers into retail stores. Fragrance can also help to reduce anxiety and stress, and can be used to promote a product. For example, a well-known London nightclub doubled their sales of a particular Malibu drink by introducing a coconut scent into the atmosphere.

Fragrance can enhance mood and influence behaviour

A study by the Sense of Smell Institute indicates that humans recall smells with 65% accuracy after a year. In the short term, we remember 35% of what we smell, compared to just 5% of what we see and 2% of what we hear.

Eight major factors of mood are affected by fragrance, including irritation, stress, depression, apathy, enhancement of happiness, sensuality, relaxation and stimulation.

A well-known London nightclub doubled its sales of a particular Malibu drink by introducing a coconut scent into the atmosphere. Researchers have also found that the use of fragrances can help reduce anxiety among patients. For example, vanilla can reduce claustrophobia in MRI facilities, calm pre-surgery and dental patients, and reduce patient cancellations.

Fragrance can evoke memories

A well-crafted fragrance with its top, middle and finishing notes has the power to emotionally affect the senses of those it comes in contact with. Fragrance can inspire moods, conjure past memories and touch limbic nerves that other forms of visual advertising can’t.

Research has found that eight major factors of mood are affected by fragrance, including irritation, stress, depression, apathy, enhancement of happiness, sensuality, relaxation and stimulation.

A distinctive, mood-enhancing fragrance can be the deciding factor that sways a consumer’s purchasing decision in favour of one brand over another. For example, a well-known night club in London doubled their sales of a particular Malibu drink by introducing a coconut scent into the atmosphere.

Fragrance can be used to promote a theme or product

A well-crafted fragrance can inspire moods, conjure past memories, and touch limbic nerves that other forms of visual advertising can't. For example, a beautiful perfume can entice a loved one, while an appropriately chosen aroma diffused throughout a commercial environment can inspire moods and influence behaviour.

Scent can add character to a themed environment, help customers "escape" to another place, or promote a product. For instance, a London nightclub doubled its sales of a particular Malibu drink by introducing a coconut scent into the atmosphere.

Researchers have found that fragrances can also help reduce anxiety among patients. Vanilla, for example, can reduce claustrophobia in MRI facilities, calm pre-surgery and dental patients, and reduce patient cancellations. Citrus scents can also uplift and ease anxiety.

The use of fragrance in marketing is a powerful tool that can create a memorable customer experience and sway a consumer's purchasing decision in favour of one brand over another.

Fragrance can help reduce anxiety

Marketing is affected by fragrance in a number of ways. Fragrances can evoke memories, enhance moods, and influence behaviour. They can also help to create a memorable customer experience and forge a deep emotional connection with consumers.

Fragrance can inspire moods

A study by the Sense of Smell Institute indicates that while visual recall of images sinks to approximately 50% after only three months, humans recall smells with 65% accuracy after an entire year. Similarly, a study carried out at Rockefeller University shows that in the short term we remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell.

Eight major factors of mood are affected by fragrance, including irritation, stress, depression, apathy, enhancement of happiness, sensuality, relaxation and stimulation. For example, a well-known nightclub in London doubled its sales of a particular Malibu drink by introducing a coconut scent into the atmosphere.

By tapping into these emotional triggers, brands can create a memorable customer experience that goes beyond the physical product. This emotional engagement is crucial in today’s competitive market, where consumers are bombarded with endless choices. A distinctive, mood-enhancing fragrance can be the deciding factor that sways a consumer’s purchasing decision in favour of one brand over another.

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