Scent is a powerful thing: one sniff can transport you to a different place or even back in time.
And brands have been using fragrances to sell products for years. (The smell of Abercrombie & Fitch stores might still be fused to the insides of our nostrils.)
But, according to The New York Times, industries are employing scent as a marketing tool now more than ever.
It’s all part of a broader trend, with brands designing physical spaces to capture all five of our senses:
- Mastercard commissioned custom fragrances inspired by the brand’s logo for its “experience centers.”
- Luxury car brand Genesis operates a venue that houses a restaurant, library, and showroom, each filled with its own signature scent.
And while there is progress being made with bringing fragrance into virtual reality, we’re still a ways off.
So, for now, piping perfume into brick-and-mortar locations is the closest brands can get to fully immersive experiences.
Distributing those scents then requires installing machinery inside HVAC systems to dispense fragrance oil, which can cost brands hundreds — even thousands — each month.
The key: nailing a scent that everyone likes. Things like fresh citrus and florals have more universal appeal.
One study even suggests that some scents can prompt customers to spend as much as 20% more.
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