In this latest video Christophe Laudamiel, Master Perfumer, discusses the powerful relationship between scent, our sense of smell, and our emotions.
The emotional recall produced by a particular smell, your scent memory, is far more powerful than the recall created by any of our other senses, like sound.
It is clear that scent marketing, or fragrance marketing, provides brands with the opportunity to enhance customer experiences and drive brand loyalty.
How do scents affect customers?
Scent can transport you in time and in space, to trigger a positive emotional response. Whilst it is impossible to control where the scent memory takes you, it’s effect can be very beneficial and long-lasting.
Our sense of smell is one of our most powerful senses. There is a scientifically proven link in our brains between memory and smell
It is said that scent can help you remember things vividly. In fact, Laudamiel goes on to say that scent is like a “three-dimensional memory” that is very precise and can be remembered for a long time.
The psychological effect of scents can potentially alter moods, behaviours, and responses, and herein lies the opportunities for brands to connect with customers.
What opportunity does scent marketing bring for brands?
Brands need to be aware of scent memory and the opportunity it brings to connect with customers on an emotional level.
With its power to create strong emotional connections, scent can and should be at the heart of brands, much like a mission statement, company values and people.
Luxury and premium hotel brands are already using scent to enhance the decor in a hotel, to elevate the mood of guests to create a more pleasant and memorable experience. The positive consumer response to smell can deliver real business benefit for brands
The Business Impact of Scenting Report
A report commissioned by Premium Scenting into the Business impact of Scenting provides insight into consumer responses to smell and highlights the benefits of experiential and scent marketing for brands.
The report concludes that scent marketing and other multi-sensory marketing can really drive brand loyalty through deeper, more emotional connections between brands and customers.
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