Scent marketing
Scent marketing is the strategic use of fragrance in a brand’s spaces and experiences to reinforce its identity, recall or the atmosphere it wishes to convey
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is part of sensory marketing and branding. It may involve a signature brand scent diffused in shops, offices, hotels or events, or fragrances designed for a specific moment of the experience. In Spanish it is known as aromarketing.
It draws on the close link between smell, emotion and memory, although its effect on purchasing depends heavily on context and is not always measurable. It needs care: intensity should be moderate, the scent must fit the brand, and people with sensitivity to smells or allergies should be taken into account.
Also known as
olfactory marketing, scent branding, aroma marketing
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