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Scent: New Frontiers in Branding

By: Nancy Jeffries
Posted: May 3, 2007
Back to the May Issue

Scent is known to create an emotional connection, and savvy marketers in a variety of industries are discovering the power of using that connection to strengthen a bond with a brand. Scents have been shown to foster more pleasurable retail experiences, and there is a commonality across markets and regions to consumer reaction to scents and the corresponding mood response.

Whether you’re plugging in, misting or infusing fragrance into large areas via electronic systems or more traditional delivery systems, innovative technologies are providing more ways to create ambiance that promotes an experience or brand.

The air care market has seen growth in the areas of alternative dispensing, and while candles, sachets, potpourris, oils and scented resins remain popular, there are numerous new options on the market today. Euromonitor forecasts the world air care market growth to reach $7.2 billion by 2010. In the U.S. alone, the growth is expected to reach $2.8 billion. The figure encompasses spray and aerosol use, electric air fresheners, gels, liquids, candles, car air fresheners and other household air care.

One of the distinguishing factors in the air care market continues to be the increasing use of scent as a method of branding used by retailers, hotels and spas to convey a mood or evoke an emotion for individuals in a particular place or setting.