If you know me well, you’ll know I have a weakness for scents
The following contribution is from Ketaki Golatkar, who describes herself as: Building Bold Stories and Reputations That Last | Founder of Good Day PR | Personal Brand Mentor | Fractional CCO | Former ICC and Sports Star | DEI Advocate | Top 20 Indians in the World – Reputation Today | Dancer
If you know me well, you’ll know I have a weakness for scents.
Not just perfumes or candles. I mean scents.
The kind that hit you in a hotel lobby and stay with you longer than the welcome drink.
The kind that lingers on starched saris, on handwritten letters, on the people you love.
I have what they call «hyperosmia,» a heightened sense of smell.
I pick up notes that most people miss.
It’s a blessing and a curse (especially in crowded elevators or trains), but most of all, it’s my superpower.
So when I read this article on scent marketing, I knew it was written for people like me.
Brands have that signature something.
Because if you’ve ever walked into the Taj Mahal and said, «Oh, that’s the Taj Mahal,» or smelled lemongrass and thought of the Ananda spa, you already know: brands have a signature scent.
And the smartest ones are bottling it up—literally.
Scent marketing isn’t new.
But the science and investment behind it are growing rapidly.
Big brands are realizing the power of scent branding to drive recall, loyalty, and, yes, revenue.
And they’re onto something. Because scent isn’t just memory.
It’s mood, identity, and belonging, all in one bottle.
Oh, and in case you were wondering, my current favorite is Versace Absolu Diamond.
In the summer, I switch to Yellow Diamond. I’m still Versace. I’m still me.
And no, I’m not paid to say this.
Inc. Highlights Air Aroma in an Article on Olfactory Marketing
The following contribution is from the Air Aroma website, which defines itself as follows: We are a pioneering company in aromatic solutions that helps companies implement olfactory marketing as part of their brand strategy.
Air Aroma was interviewed in the latest article from the prestigious business magazine Inc., «Why Your Nose Knows What’s Selling: The Rise of Olfactory Marketing.» Inc. Magazine is a renowned American business media company dedicated to providing information and inspiration to owners and managers of growing private companies. Known for highlighting trends in technology and innovation, finance, marketing, and growth strategies, as well as profiling successful entrepreneurs, Inc. focused on an innovative technique that exists within many prominent companies and turned to Air Aroma for insight into the world of olfactory branding.
Analyzing the history and development of olfactory marketing to the present day, where retailers, hotels, and major industries use scent as a tool to improve their businesses, the article focused on the importance and benefits of this unique method for connecting companies with their customers.
From in-store scenting to fragranced retail products, Air Aroma offers a comprehensive experience for brands to elevate their brand through the power of aroma.
“White tea is the most common, the one that everyone likes the most,” says Lara Baker, marketing director of Air Aroma,
a scent company with nearly 30 years of experience and distributors in 70 countries.
Its clients include Louis Vuitton (leather and tobacco notes, among others), Barry’s Bootcamp (geranium and black pepper), Virgin Voyages (sea lavender), and Canada Goose (amber and white musk).
“We get a lot of inquiries about Canada Goose.” “There’s a note of fresh, mountainous air,” says Baker.
Custom scents remain exclusive to brands, so despite requests, imitators can’t get their hands on the fragrance.
When designing exclusive scents, Air Aroma must remind clients that «it’s not about anyone’s personal preferences. We’re the experts; we’ll know what’s best for your brand.»
«After the pandemic, some companies even used Air Aroma’s technology to encourage their employees to return to the office; the company also installed scents in zoos, aquariums, car dealerships, wedding venues, and private mansions.»
Thanks to Inc. for including us in this insightful article on scent marketing!
The transformative power of olfactory marketing in modern business
The following contribution is from the Mason 21 portal, which defines itself as follows: WHY MAISON 21G?
There are 8 billion of us on the planet, each with our own personality, memories, style, skin chemistry, and olfactory preferences. Our vision is to create the first collaborative perfumery house, a MAISON de CREATION, where personalization, education, creativity, and sustainability are at the heart of everything we do, allowing you to express yourself through scent.
In today’s competitive marketplace, customer experience is key, and companies are looking for innovative ways to create lasting impressions and build customer loyalty.
Brands are no longer limited to selling products; they orchestrate symphonies of emotion and memory.
Among the most compelling instruments in this sensorial mix is olfactory marketing, a transformative art that weaves invisible threads of fragrance to captivate the senses, shape behavior, and forge unbreakable connections.
Maison 21G is at the forefront of this olfactory revolution, combining the poetic elegance of natural ingredients with cutting-edge neuroscientific research and precision diffusion technology.
Committed to harnessing the primal power of scent, Maison 21G redefines the way brands engage with their audiences, turning fleeting moments into lasting memories and bonds of loyalty.
What is olfactory marketing and why is it important?
Olfactory marketing, often referred to as olfactory branding, involves the strategic use of fragrances to create emotional connections between a brand and its customers.
The human sense of smell is unique; it is directly linked to the limbic system, the part of the brain that regulates emotions and memory.
Unlike other senses, scents bypass the rational parts of the brain, forging immediate and powerful connections with consumers.
While the term scent marketing is relatively new, the concept is not.
Ancient Egyptians burned incense in temples to evoke spirituality, while the Romans infused public spaces with floral scents to improve mood.
Today, companies are leveraging this ancient practice with modern science to create engaging brand experiences.
A pleasant scent can elicit strong emotional responses, creating positive associations with a brand.
Scents are linked to long-term memory: people are 100 times more likely to remember a scent than something they see, hear, or touch.
Studies show that scent can influence purchasing behavior, increasing dwell time and even driving impulse purchases.
Scent marketing has become a key strategy for various industries.
Luxury retailers use custom scents created by famous noses to create exclusivity and sophistication.
Hotels use exclusive fragrances in lobbies and guest rooms to create a welcoming and relaxing atmosphere.
Luxury car showrooms infuse their spaces with custom scents to harmonize the olfactory experience with luxury.
Real estate agents use fresh and inviting scents to create a welcoming environment, increasing buyer interest.
For example, scented environments can generate a 30% increase in sales, while 75% of customers report stronger memories of spaces with pleasant aromas.
Maison 21G’s expertise has enabled brands such as Mandarin Oriental, Amex Centurion Lounge, private jet terminals, Air France La Première, Infiniti, Maserati, and Lamborghini to seamlessly integrate their unique olfactory identities into every facet of the customer experience.
From bespoke scented objects to cutting-edge diffusers, Maison 21G ensures that each fragrance becomes a signature element, leaving an indelible impression on every client and guest.
How Fragrances Impact Psychology and Emotion
The relationship between scent and human emotion has deep biological roots.
The olfactory system is the only sensory system that connects directly to the brain’s limbic system, which regulates emotions, memory, and behavior.
This makes scent an exceptionally powerful medium for influencing the consumer’s psychology.
When we smell a fragrance, electrical signals are sent to the brain, stimulating the limbic system and the amygdala.
These areas not only evoke emotions but also memories, creating what scientists call the Proust Effect.
This phenomenon explains why a particular scent can instantly transport us to a fond moment or provoke a strong emotional reaction.
Scientific studies have demonstrated the profound impact of scents on mood, memory, and decision-making.
Lavender and sandalwood reduce cortisol levels, promoting relaxation and stress relief.
Citrus notes like bergamot and lemon increase alertness and vitality by stimulating the brain’s neural pathways.
Woody accords like cedar and vetiver improve concentration and cognitive function.
Maison 21G, in collaboration with the world leader IFF, has conducted innovative functional magnetic resonance imaging (fMRI) studies, recording 300,000 voxel reactions to various scents in hundreds of participants.
These studies confirmed that certain fragrances activate the brain in ways that improve relaxation, concentration, and energy.
The concept of functional fragrance goes beyond mere pleasantness; it’s about creating scents that actively enhance well-being.
Lavender reduces anxiety and improves sleep quality. Peppermint improves cognitive performance and memory.
Ylang-ylang promotes relaxation and lowers heart rate. These findings align with Maison 21G’s philosophy: to create scents that balance body and mind, fostering deeper emotional connections with oneself and others.
How scents influence purchasing habits and foster brand loyalty
The power of scent goes beyond individual emotions and achieves measurable commercial results.
A well-designed fragrance can shape consumer behavior, increase satisfaction, and drive brand loyalty.
Scented environments have been shown to increase sales by improving customer perception and creating a more engaging shopping experience.
Shoppers stay longer in scented stores, increasing the likelihood of purchase.
A luxurious scent can make products appear more premium, justifying higher prices.
Maison 21G has partnered with global brands to create impactful olfactory marketing solutions.
By infusing the luxurious spaces of Infiniti showrooms in the Middle East with a sophisticated fragrance inspired by Japanese culture and a touch of oriental ingredients such as sage, Taif rose, green tea, and Sencha pepper, Maison 21G transformed Infiniti showrooms into sensorial experiences aligned with the brand’s elegance.
Lamborghini showrooms were revitalized with bold fragrances of oud, black pepper, amber, and citrus fruits to reflect the brand’s dynamic energy and power.
Mandarin Oriental hotels were infused with a fragrance based on mandarin, cashmere wood, and white tea that evokes warmth and comfort, creating a sense of home away from home.
The Amex Centurion Lounge was elevated with an ambiance of exclusivity and refinement thanks to a custom fragrance featuring rhubarb, vetiver, and incense.
Olfactory Marketing Strategies for Businesses
Maison 21G’s approach to olfactory marketing is based on a deep understanding of the brand’s identity, its values, its history, and the psychology of the target customer. This is how we create tailored solutions:
Our journey begins by understanding the brand’s values, its target audience, and the key points of the brand experience.
Johanna Monange, nose expert and founder of Maison 21G, creates bespoke fragrances with the finest natural ingredients, in tune with the desired emotions and brand image.
Using cutting-edge aroma diffusion technology, we meticulously create an environment where each fragrance note is evenly and elegantly distributed, enveloping the space in a harmonious olfactory atmosphere.
This fluid diffusion ensures that every corner exudes a consistent scent, transforming the atmosphere into an immersive sensorial paradise. By enhancing every touchpoint of the customer experience, from the moment they walk in to the moment they leave, we create not just a fragrance, but a powerful memory that evokes emotions and elevates the overall experience to an unforgettable level.
Finally, we extend the brand’s olfactory identity to tangible products we design with sustainability in mind, such as candles, refillable reed diffusers, home scents, accessories (hand soap, body lotion, etc.), and even hotel pillow mists.
Maison 21G also integrates scents into visually striking packaging and sustainable designs, ensuring that every aspect of the brand experience is elevated.
This holistic approach strengthens the emotional bond between customers and brands, increasing loyalty and driving sales.
Olfactory marketing is not just a passing trend; it is a symphony of science and art that weaves invisible threads that transform customer experiences and forge unbreakable bonds of brand loyalty.
With its cutting-edge research, pure natural ingredients, and bespoke creations, Maison 21G is transforming the way companies connect with their audiences, one exquisite scent at a time.
Whether evoking tranquility, energizing, or intensifying focus, Maison 21G’s innovations ensure that every breath conveys your brand’s story and lingers in the heart.
Enter the world of Maison 21G, where the air itself becomes your ambassador, and allow us to create an olfactory signature that captivates and inspires.
FIVE BENEFITS OF OLFACTORY MARKETING
The following contribution corresponds to the Bordas portal, which is defined as follows: Quality Guarantees and Certifications The high quality and safety of our products, customer service and attention, social responsibility, and environmental sustainability are the four core values of Bordas. As a testament to these commitments, Bordas is certified to international standards.
Olfactory marketing is an effective and important tool in the process of creating and defining a brand.
Today, this marketing tool is used by companies in various sectors, such as restaurants, retailers, and hotels, which have demonstrated the advantage of having an odor type that gives them a clear brand identity and makes them recognizable to consumers. It also creates unique and pleasant customer experiences within the establishment and influences increased sales and loyalty.
Neuromarketing: A Highly Effective Olfactory Strategy
Neuromarketing, or sensory marketing, is a science that investigates the mental processes associated with sensory perception and how this consciously and unconsciously affects consumer behavior.
The five senses play a fundamental role in the perception of the environment, both for humans and animals.
Based on this reality, sensory marketing is known to be a very effective tool focused on improving the consumer’s shopping experience and, therefore, promoting their permanence in the establishment.
Of the five senses, smell is the one that most influences the limbic system, responsible for activating memories and emotions.
In the 1970s, psychologist Trygg Engen conducted several investigations in this field.
His studies yielded several conclusions of great interest to the
